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Understanding rural Chinese consumers' behavior : stimulus-organism-response (S-O-R) perspective on Huawei's brand loyalty in China

Yu, Zhiyuan; Worasak Klongthong; Jakkrit Thavorn; … - In: Cogent business & management 8 (2021) 1, pp. 1-20

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …

Persistent link: https://www.econbiz.de/10012666174

Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers' response : the mediating roles of attitude and word-of-mouth intention

Jakkrit Thavorn; Puripat Trichob; Worasak Klongthong; … - In: Cogent business & management 9 (2022) 1, pp. 1-22

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and …

Persistent link: https://www.econbiz.de/10014429098

Determination of factors in cultural dimensions and servqual model affecting the corporate image of pharmacy retail stores

Worasak Klongthong; Jakkrit Thavorn; Suntaree … - In: Journal of Asian finance, economics and business : JAFEB 7 (2020) 10, pp. 875-884

Persistent link: https://www.econbiz.de/10012671498

Consumer acceptance of an innovative Bio-QR code traceability system for edible bird's nest

Praparast Ausawanetmanee; Jakkrit Thavorn; Achara … - In: Journal of open innovation : technology, market, and … 10 (2024) 1, pp. 1-15

Edible Bird's Nest (EBN) is a high-value premium food with nutritional properties and health benefits. Due to the absence of food safety standards and its price, EBN consumers have been exposed to food fraud issues, causing health risks and economic loss. Therefore, this study is associated with...

Persistent link: https://www.econbiz.de/10014518738