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...

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...

Purpose – The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response...

Purpose – Aims to view two key issues, the importance of country‐of‐origin (COO) and perceptions of individual brands across different segments of consumers, and whether price cutting helps overcome negative perceptions. Design/methodology/approach – Uses conjoint methods to investigate...

The study investigates factors that effect E-commerce adoption rate by Small and Medium-sized Enterprises (SMEs) in Thailand. Based on Rogers’ Innovation Diffusion theoretical framework, five perceived characteristics of innovation are considered as factors affect E-commerce adoption rate....

Understanding what attributes are sought by casino visitors during their visit to a casino can enable casino operators to enhance the quality of service elements. This study assessed the important casino attributes that casino visitors seek when visiting a casino. The study also seek to identify...

Describes application of qualitative in-depth interviewing to understand concepts in a new cultural context and assess. Discussion of the qualitative methodology in Thailand to assess customer perceptions of internet-based services vs. interpersonal services