ASEAN aims to build an integrated digital economy, which, in theory, will bring substantial benefits to companies in the region. However, not all companies may benefit equally from the dual trends of digitization and globalization. This paper investigates how Thai SMEs feel about their prospects...

Purpose Business use of social media is increasing rapidly as marketers aim to increase customer brand engagement (CBE) in brand communities to enhance the brand experience. However, use of social media for marketing communications is not well understood. This study aims to examine manager and...

Little research has been done on partitioned country of origin effects on consumer expectations about services. This study investigates the hierarchy of country image associated with service expectations about life insurance across different dimensions of country of origin: service brand,...

Country-of-origin (COO) perceptions are an important issue as NIC/LDC products penetrate markets in developing countries. Brand managers may face unwillingness to buy their products if their home country has strong negative perceptions. Six consumer surveys from Finland show that Thai products...