Park Thaichon

Park Thaichon
Griffith University · Department of Marketing

🍁 Anbu

About

210
Publications
64,008
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1,924
Citations

Publications

Publications (210)
Article
Full-text available
Driven by data proliferation, digital technologies have transformed the marketing landscape. In parallel, significant privacy concerns have shaken consumer-firm relationships, prompting changes in both regulatory interventions and people's own privacy-protective behaviors. With a comprehensive analysis of digital technologies and data strategy info...
Article
Underpinned by art infusion theory and functional theories of attitudes, this present research examines the art infusion effect on brand evaluation among consumers whose attitudes might serve a value-expressive or social-adjustive function, and the role of self-inauthenticity feelings in these relationships. We conducted three experimental studies...
Article
Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on...
Article
Full-text available
Companies and governments are actively looking for methods of curbing global warming. Management of inventory systems while considering environmental issues is an important problem. Therefore, this paper explores an Economic Order Quantity model by incorporating environmental issues under partial trade credit and partial backordering. The selling p...
Article
Purpose The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “percei...
Article
Purpose Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions. Design/methodology/approach Two experiments were conducted with customers who are located in the USA via...
Article
Business-to-business (B2B) buying consists of a complex set of activities and processes involving numerous stakeholders and touchpoints that have attracted robust scholarly inquiry for several decades. This research extends the current knowledge on the B2B buying phenomenon by undertaking a broad literature review and offering a comprehensive agend...
Article
Purpose In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in...
Article
Purpose-In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in...
Article
Full-text available
This article reviews papers published in the Australasian Marketing Journal (AMJ) from 2015 to 2022 (Issue 2). About 276 papers were considered in our analysis. Adopting text mining, we reveal the key terms associated with research published in AMJ over the last 6 years. We employ a topic modeling procedure to find 15 topics that have been featured...
Article
This study examines the relationships among human value connotations (instrumental and terminal), product involvement, perceived marketplace influence, and choice behavior in the context of sustainable consumption. Data was collected from 612 urban Indian residents who regularly consume sustainable products, e.g., non-plastic packaging bags. The st...
Article
Full-text available
Market segmentation becomes a crucial tool for evolving transportation technology such as electric vehicles (EVs) in emerging markets to explore and implement for extensive adoption. EVs adoption is expected to grow phenomenally in near future as low emission and low operating cost vehicle, and thus, it drives a considerable amount of forthcoming a...
Article
Purpose This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing. Design/methodology/approach This study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsor...
Article
Given the rise in influencer marketing on social media, this paper explores how homophily between influencers and their audiences affects customer value co-creation behaviour, resulting in increased expected brand value and purchase intention. A sample of 910 respondents from the United States completed an online investigation. The results indicate...
Article
Purpose- This study conducts a systematic literature review to synthesize the extant literature primarily on "online shopping consumer behavior" and to gain insight into "What drives consumers toward online shopping". Design/methodology/approach-The authors followed guidelines for systematic literature reviews with stringent inclusion and exclusio...
Article
Full-text available
Purpose The main objectives of this study are (1) to identify the determinants of pre- and post-adoption dynamics of mobile wallets (m-wallets) usage; (2) to propose and test the linkage framework of pre-adoption and post-adoption dynamics to understand consumers' psyche of m-wallets usage and (3) to examine the moderation of select demographic var...
Article
The application of neurophysiological techniques to marketing and consumer research has seen tremendous growth in recent years. To provide a comprehensive overview of neuroscientific methods, the authors first review extant conceptual and empirical studies on neuromarketing and consumer neuroscience, based on these the rationale, features, and appl...
Article
Purpose This study aims to examine the effects of likeability of service agents on perceived justice and reconciliation and retaliation as consequences of service failures, taking into consideration the conflict resolution styles that is showing empathy and issuing an apology. Design/methodology/approach An online survey was administered to 630 re...
Article
Purpose The study aims to investigate customers' emotional and behavioral responses to price promotion in omnichannel retailing through the integration of the expectancy-disconfirmation theory, feelings-as-information-theory and regret regulation theory. Design/methodology/approach An online survey was designed in Qualtrics and distributed by an o...
Article
Full-text available
Panic buying emerged as a significant phenomenon during the COVID‐19 pandemic. This study draws on the scarcity principle, crowd psychology, and contagion theory to investigate the antecedents and consequences of panic buying. The antecedents included in this study are government measures, media and peer influence, and the fear of missing out. The...
Article
Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertis...
Article
Underpinned by feelings-as-information theory and construal level theory, this present research examines the effect of mixed emotions in advertising on word of mouth (WOM) and the moderating role of a narrative person. Two experiments were conducted featuring two different products (cake mix in Study 1; watch in Study 2) and different narratives to...
Article
Purpose Despite the importance of sustainability, some conservative religious groups do not believe and support climate change. There is a continuous debate on the role of religion on people’s attitudes toward the environment. Hence, the purpose of this paper is to (1) explore the impact of consumers’ religious orientation on motivation and commitm...
Article
This study reveals the importance of package design and brand in the choice of over-the-counter (OTC) analgesic. Various packages for analgesic products were tested on 40 respondents and autonomic body reactions were measured. The product tested was private Australian brands of Paracetamol from Coles and Woolworth, Priceline, a chemist brand, Herro...
Article
Although Artificial Intelligence (AI) has been gradually introduced to various industries, research on customer attitudes and behavior toward the use of AI is still in its infancy. Underpinned by flow theory and social identity theory, the current research aims to examine the influence of AI on the customer experience of flow, customer-brand identi...
Chapter
Full-text available
The COVID-19 pandemic has impacted society very quickly and forever changed how we perceive and use technology (Cankurtaran & Beverland, 2020). Part of the reason for this change has been the emphasis on digital communication that has enabled individuals to continue to communicate despite social distancing and lockdown requirements. The aim of this...
Article
This study seeks to examine and unearth antecedents to co-creation behaviours within a U.S. retail banking context. A critical aspect for marketing managers and academics alike, co-creation has a strong influence on tangible factors such as profit and intangible factors such as referrals, satisfaction and feedback. Antecedents were identified as tr...
Article
Social media pervades everyday life and firms need to understand what consumer traits antedate participation over these channels. Utilizing social exchange theory (SET), this study seeks to determine what factors precede SET's cost-benefit analysis of social media participation along with these factors' influence on attitudinal loyalty. Important a...
Chapter
This chapter studies the impact of the COVID19 within the aviation industry. The chapter brings up the result and the decision making of crisis management of some major airlines within the industry. This chapter will outline some of the government support to the aviation industry and also new government restriction on the prevention of COVID19 spre...
Chapter
COVID-19 represents not only a health crisis, but an economic crisis. As COVID-19 has spread across the globe, some countries have successfully combatted the virus more than others. This chapter will compare and contrast three countries in their response to COVID-19: Thailand, Vietnam and Australia. These countries are compared on the following fac...
Chapter
New information and communication technologies have transformed the ways businesses communicate and maintain relationships with their customers. In this chapter, we review the main topics in academic research pertaining to digital marketing and relationship perspectives. The discussion involves email and website marketing, search engine marketing,...
Book
Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms.
Chapter
Digital technology has given rise to new economic models such as sharing economy and business structures such as omnichannel. Technological advancements also enable firms to build a one-on-one relationship with customers. This chapter covers the current business practices that involve the use of digital tools to develop and manage customer relation...
Chapter
This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing and e-WOM. Finally, make recommendations for the busines...
Chapter
Artificial intelligence (AI) is shifting the way of how customers interact with organisations by blending both physical and digital environments, thereby creating a new paradigm of customer-organisation relationship. The new relationship boundary driven by AI principally challenges as well as creates opportunities for relationship marketing theorie...
Chapter
The main objective of this chapter is broadening the understanding of anthropomorphic artificial intelligence (AI) (e.g. avatars, humanoid robots, chatbots) in both physical and digital environments. The chapter strives to demonstrate how organisations can curate relationship marketing and enhance customer experience by employing anthropomorphic AI...
Article
This study examines dynamic capabilities contributing to SME survival and growth during an economic downturn. Adopting a qualitative approach using the collective, instrumental case-based method, we conducted forty interviews with both successful and unsuccessful franchisees and independent SMEs, business and franchising experts, and franchisors in...
Article
Purpose Framed within the theoretical domain of attribution theory, this study aims to investigate the antecedents of experienced regret following an entrepreneur’s business failure (defined as firm discontinuance, closure or bankruptcy) and the impact of regret on personal well-being. Design/methodology/approach The population of interest was bus...
Article
This research used a novel method in which biometric data and data envelopment analysis (DEA) (a statistical tool generally used for multi-criteria decision making) were used to assess advertising effectiveness. Facial detection and eye-tracking analyses were used to measure participants’ reactions to 14 real estate advertisements. Each of the 14 a...
Article
In the special issue “The Impact of the Current and Future Technologies on Relationship Marketing,” the Australasian Marketing Journal presents a series of papers covering topics to gain a better understanding of the current and future technologies that may play a role or have a robust impact on relationship marketing and contribute to theories ass...
Article
Purpose This paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication. Design/methodology/approach An online survey was conducted to collect data from 614 adult Chinese tourists, who have overseas travel experiences. Then, the Statistics Package...
Article
Purpose This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation. Design/methodology/approach The data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China. Findings...
Book
“The text explores the changes in new digital technology as well as the challenges faced by modern marketing management through the lens of the current covid pandemic which is interesting and timely..” -Isaac Cheah, Curtin University, Australia “This book can be a useful compass for the future as the changes forced by COVID-19 will have perma...
Article
This paper examines supply-side disruptions using an inventory management framework to gain insights into the economic performance of buyers who use two conventional costing strategies – end-of-cycle and continuous. The proposed model assumes that a single supplier faces full disruptions with a probability, and therefore, fails to procure all the i...
Article
This research examines the timing of a food retail franchise's entry into Shanghai, China. Previous literature espouses the benefits of early movers, but there is a lack of focus on related contingencies that influence the effect of entry timing on franchising outcomes. We employ a qualitative case study in two phases. The first interviews key fran...
Article
In this special issue “Moving from Multi-Channel to Omni-Channel Retailing”, the Journal of Retailing and Consumer Services presents a series of papers covering topics to gain a better understanding of research and practices in the move toward Omni-channel retailing. The aim of the special issue is to gain a better understanding of marketing theory...
Article
The aim of the study is to determine the factors that lead to host and guest satisfaction and value co-creation in the shared economy offered by Airbnb. The study interviews Australian Airbnb hosts and guests in a semi-structured format. Six primary and three secondary factors emerge from the interview data. Primary factors impact both hosts and gu...
Article
Purpose Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty, relationship with consumption communities and local network effects) and (2) loyalty expectations (i.e. service quality, reciprocity and firm innovativeness) and...
Article
Full-text available
This study aims to investigate how emotional brand attachment contributes to attitude toward brand extension. Data were collected from 1236 users of Apple and Samsung Smartphones using structured questionnaire and analyzed by structural equation modeling using AMOS. First, emotional brand attachment significantly affects attitudinal loyalty, commit...
Article
Persuasive storytelling is an essential tool for propagandists, publicists, and corporations. In this research, storytelling styles have been examined for their effectiveness in terms of attitude change and retention. Two groups of respondents were asked to read two short, fictional texts about a chosen corporation’s positive action toward the envi...
Article
This study investigates the triadic interplay among the government, service providers and customers in a highly regulated environment in a centrally planned economy influenced by communist political ideology. In order to answer the research question, we conducted two studies: Study 1 is a qualitative study aiming at exploring various aspects of the...
Article
Consumer shopping behavior in luxury retail stores continues to be a subject of interest among marketing researchers. Such a phenomenon has led us to explore how price image and sugrophobia, a psychological feeling of being taken advantage of, would influence consumers’ future behavioural intention in the context of luxury retail store. Informed by...
Article
This research aims to investigate how ecommerce influences elements of the franchising sector that have adopted an ecommerce strategy. A multiple case-study approach was selected to gain a comprehensive understanding of franchise organisations following implementation in their traditional service or retail businesses. The findings covered, but were...
Article
This study aims to examine the effects of experiential value in firm-initiated social media activities on brand attitude and purchase engagement. An online survey with the experimental design was used to collect data from 181 social media users who were over 18 years old. The results of this study showed that experiential value positively influence...
Book
Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and s...
Article
Full-text available
The aim of this paper is to improve knowledge and foster a deeper understanding of various aspects of influencing posthumous organ donation. Extending the Theory of Reasoned Action this study integrates four external explanatory belief factors, altruism, perceived benefit, perceived risk and familial subjective norm to more fully explain organ dona...
Article
This study examines the applicability of self-congruity theory with positioning strategies across office spaces types (Grade A and Non-Grade A) and sectors of the office space occupiers (Finance and Office & Gas Sectors) and the corresponding impact on rent performance through examining willingness to pay for different office spaces. Data were anal...
Article
Using the Use and Gratifications Theory (UGT), this paper explores how the social impact of Digital Content Marketing (DCM) in food tourism leads to electronic word-of-mouth (e-WOM) communication. Specifically, this paper investigates how DCM can generate social impact, and in turn, it explores how this social impact can lead to e-WOM. A sample of...