Pornchanoke Tipgomut

Auckland University of Technology | AUT · Department of Marketing, Advertising, Retailing and Sales

Previously published research has addressed the beauty types of female advertising models from Western perspectives, which have also been applied directly to classify Asian models. We report qualitative research results which show that Asian consumers’ beauty typologies differ from Western consumers’ typologies and are mostly based on models’ facia...

This study investigates service breakdowns and describes interventions, including simulations of learner-created service interactions. Constructing and enacting these interactions help in enabling agile, effective server responses. The research investigated the effectiveness of training using live role-playing in dealing with negative turns and sol...

Existing research shows that the attractiveness of advertising models enhances the effectiveness of firms’ commercial messages. However, it is unclear how consumers react to models who have enhanced their physical attractiveness through cosmetic surgery. We report on three empirical studies and show that when female or male advertising models have...

This study conceptualizes the adoption process for new technology-based research methodologies. Using the case of “qualitative comparative analysis” (QCA) we apply several theoretical frameworks and identify champions of the adoption of the new methodology. The paper draws upon 216 articles across 36 A*- and A-ranked journals listed in the Scopus d...

Purpose As consumers read multiple reviews, so consumer review consistency is important. The purpose of this paper is to investigate the role of consumer review consistency in influencing attitudes toward brands by examining its underlying effect on consumers’ emotions after they read consistent consumer reviews. In addition, the moderation effect...

This study identifies how complex real-world marketing phenomena have been reported since the introduction of Qualitative Comparative Analysis (QCA) as a methodology and set of data analysis and theory development tools in 1987. We provide insights into the idea adoption journey as reflected by marketing researchers’ published studies in 216 market...