Chittipa Ngamkroeckjoti

Assumption College, Bangkok · Graduate School of Business

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers’ response to those ads. Data from 200 users who have experienced mid-roll vi...

During the COVID-19 pandemic, teleworking has proven to be an effective countermeasure to overcome the spread of this disease while enabling businesses to continue. However, little is known about the extent of their adjustment to daily life routine, interaction among self-control, assignments, family life matters, and coordination with colleagues....

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 exploratory mixed-methods design grounded in the stimulus-organism-response (S-O-R) framework entailed two roun...

This study examines factors influencing the corporate identity (CI) of pharmacy retail stores (PRSs) in Thailand as a means to construct a unique corporate identity to represent their strengths and image abroad. An exploratory sequential design was applied. A pilot study involving interviews with four pharmacists was conducted to obtain the variabl...

Purpose: This study examined how many determinant factors (service dimensions, food quality, and price perception) affect revisit intention. This practical concept is service quality (SERVQUAL), customer satisfaction, and repeated/revisit behavioral intention based on the theory of reasoned action (TRA). Research design, data and methodology: This...

Thailand has a rapidly growing pharmaceutical sector, which is the eighth largest in the Asia-Pacific region and one of the largest and most developed among the Association of Southeast Asian Nations (ASEAN) countries. This study examines how to provide the most appropriate approach to enhance Thailand's pharmaceutical services to dispense medicine...

Abstract - This study investigates whether the Thai & US ratio of interest rate, foreign portfolio investment (FPI), and Stock Exchange of Thailand (SET) indext-1 collectively contribute to both SET index (SETI) and SET property development index (SETPDI) from January 2004 to December 2012. This study uses Multiple Linear Regressions (MLR) through...

Purpose The purpose of this paper is to examine the use of environmental scanning (ES) in the new product development (NPD) process among small and medium enterprises (SMEs) in the Thai food processing industry. This study also shows that more extensive use of ES improves new product (NP) performance, and that perception of higher technology turbul...

Purpose Some small and medium‐sized enterprises (SMEs) in the Thai food industry put a lot of effort into keeping up with changes of consumption patterns locally and in the South East Asia region. To see how successfully they are able to create competitive advantage, aims to examine the impact of environmental scanning practices on new product deve...

The research on medium-sized finance companies in Thailand shows that companies with well-organized and managed environmental scanning practices are recovering from the impact of the 1997 financial crisis and are able to respond to the hypercompetitive market context. The industry leaders and followers show two distinct approaches in responding to...

A study of ABB, Shell and CP Group of companies in Thailand found that the scope and management of environmental scanning activities within organizations evolve continuously as a result of volatility of the environment and the diverse nature of businesses. In the case of ABB and Shell the respective regional head office along with global head quart...