Purpose: This research examines the effects of University Social Responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study. USR activities may be...

This research examines the role of University Social Responsibility (USR) in gaining inclusion in the brand consideration set for private universities in Thailand. USR may impact directly, or through brand image. Marketing communications is also important; our model shows it having an impact on...

Businesses need to retain long-term relationships with their customers. However, crisis creates uncertainty and consumers change consumption behavior, usually reducing expenditure for non-essentials. Much of the little work on marketing communications during crisis recommends keeping up efforts...

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...

To enhance consumer brand experience, marketers are increasing engagement in brand communities by using social media technology enabling them to interact directly with customers. Past studies reported that perceived social presence contributes to positive consumer attitudes towards websites...

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...

Several studies have shown that there is a negative impact of perceived risk on trust and on the online purchasing behaviour of buyers. Other research suggests a positive impact. However, these relationships have been suggested by using evidence obtained from the purchase of inexpensive,...