14 Articles Published

1. BRAND ENGAGEMENT IN SELF-CONCEPT, BRAND SCHEMATICITY, SITUATIONAL BRAND ENGAGEMENT, AND CUSTOMER ADVOCACY A CASE STUDY OF AIR ASIA

Authors: MANEENUN WATTANASARANONT , ANON KHAMWON

Abstract: This study aims to investigate the interrelationship among brand engagement in self-concept, brand schematicity, situational brand engagement, and customer advocacy of air asia in Thailand. The survey questionnaires were used as a tool to collect the data from 400 customers. The data was analyzed through Structural Equation Modeling (SEM). The study reveals that brand engagement in self-concept has no influence on situational brand engagement which different from brand schematicity. And brand engagement in self-concept, brand Schematicity and situational brand engagement are all have direct influence on customer advocacy. The result of this study showing 81% explains with situational brand engagement and 72% explains with customer advocacy.

Keywords: Brand Engagement in Self-Concept (BESC), Brand Schematicity, Situational Brand Engagement, Customer Advocacy

Pages: 1 - 7 | DOI: 10.15224/978-1-63248-179-5-01

2. BRANDING OF RELIGION THROUGH THE MASS MEDIA

Authors: NADIA NAHRIN RAHMAN

Abstract: Media becomes not only a medium but also provider of religious customs, values, and mores. Representation of religious practices and festivals in the mass media provide materials for constructing attitude and views of the audiences. In that vein, this paper presents a theoretical concept of the understanding of how the media represent the religious customs in a different way than the traditional religious values are, specifically taking the role of agenda setting or customizing a frame view. Inspired by Michael Billigs banal nationalism concept Harvard Stigz has also developed a banal religion concept to understand how media provide a religious imagination in our society which bears several differences with the traditional religious views. After this customized function of media, then comes the purpose of this function. Why media do that? That is another aim of this paper. Data were gathered from a qualitative content analysis of three Bangladeshi dailies and online newspapers. This st

Keywords: Branding, Religious mediatization, Framing, Agenda, Discourse, Advertisement

Pages: 8 - 22 | DOI: 10.15224/978-1-63248-179-5-02

3. EFFECTS OF POST-ISOMETRIC RELAXATION AND STATIC STRETCH TRAINING ON HAMSTRING FLEXIBILITY AMONG 9 TO 11 YEARS OLD CHILDREN

Authors: ESTHER LIYANAGE , HAIRUL ANUAR HASHIM , MOHD. NIDZAM MAT JAWIS , OLEKSANDR KRASILSHCHIKOV

Abstract: Background: Flexibility is an important physical fitness marker playing a vital role in maintaining normal biomechanical function in sports and activities of daily life. Inadequate flexibility is a causative factor that may lead to muscle injury, particularly if the hamstring group of muscles is involved. Objective: To compare the effectiveness of Post-isometric relaxation (PIR) and Static Stretching (SS) on hamstring flexibility among young children. Materials and Methods: One hundred and twenty 9 to 11 years old children identified as having hamstrings tightness assessed by passive straight leg raise test were recruited and allocated into three groups: post-isometric relaxation, static stretching and control group. Both intervention groups performed stretching and the control group was not involved in any stretching programme. The exercises were performed for 5 days in a week for six weeks. Passive straight leg raise test was used to assess hamstring flexibility and the measurement w

Keywords: Hamstring flexibility, Hamstring tightness, children, post isometric relaxation, static stretching

Pages: 23 - 28 | DOI: 10.15224/978-1-63248-179-5-03

4. THE STUDY OF FEMALE ENTREPRENEURS RESOURCE BRICOLAGE BEHAVIOR MODELING

Authors: CHING-HSUN CHANG , HSIEN-SHENG HSIAO , HUI-LIN LEE

Abstract: With progression towards opening up for social changes such as gender equality and women's issues rise to power, female entrepreneurs behaviors and road to success have become focuses of innovative entrepreneurship researchers. With the help of education popularization and the support of a friendly environment, economically speaking, women's willingness and capability to enter the entrepreneurial market has been greatly strengthened, although the details may still lack attention and analysis. In this study, The Theory of Planned Behavior was adopted as the basis for constructing the Female Entrepreneurs Bricolage Behavior Model, with “Entrepreneurial attitude and “Entrepreneurial orientation as independent variables for checking the predictive power of both on Resource bricolage behavior and checking the influence of “Entrepreneurial orientation as a mediating variable. Through judgmental sampling, successful female entrepreneurs from the W Federation of Chinese Business Women we

Keywords: Female entrepreneur, resource bricolage, behavior model

Pages: 29 - 34 | DOI: 10.15224/978-1-63248-179-5-04

5. THE CORPORATE SUSTAINABILITY PERFORMANCE OF SOCIAL ENTERPRISE ENTREPRENEURS-A CONCEPTUAL FRAMEWORK

Authors: AREE NAIPINIT , BUTSAKORN PANGPRASERT , PATTARAWADEE PERMWANICHAGUN

Abstract: The aim of the research is to explore influential critical success factors for Corporate Sustainability Performance of Social Enterprise (SE) Entrepreneurs. The Corporate Sustainability Performance of Entrepreneurs (CSPE) is a business operation concept of entrepreneurs to create balance in three dimensions, namely economic (profit), social (people), and environmental (planet) aspects according to the triple bottom line (TBL). CSPE is consistent with the business model of SE that using the profits with primarily aims to solve problems and develop society, community, and environment together. The investor in present currently has a tendency to invest in SE more. In addition, the CSPE framework on SE investigates the following three dimensions of critical success factors aspects: (1) Entrepreneurs: Business Planning Skills, Entrepreneurship Orientation, Leadership, and Networking; (2) Organizational: Innovative Financing, Triple Bottom Line Planning, Marketing Capabilities, Community Eng

Keywords: corporate sustainability performance, entrepreneurs, social enterprise

Pages: 35 - 41 | DOI: 10.15224/978-1-63248-179-5-05

6. MILLENNIALS AS WORKFORCE AN EXPLORATORY STUDY OF THE HONG KONG CHINESE

Authors: JAMIE LO , PAUL LEUNG

Abstract: Millennials was defined as the generation born between 1982 and 2004. They were also known as the Generation Y, who born in the wake of the internet era, digital savvy and distinguished with their preceding Generation X. Many of them were the only child of the family and within which, many single parent families. Millennials is a huge and massive group, which embedded many distinctive sub-groups. In the US alone, there were more than 80 million millennials. For years, researches have been conducted attempting to unveil the unique characteristics and demands of the group. There are, however, strong concerns about and sentiments related to these millennials as workforce for entrepreneurial / economic development. The researcher has a proposition that supervisors, teachers and even parents of the millennial might have difficulties in understanding the millennials, which created major obstacles in motivating or even getting along with these youngsters. This study intended to study the Chin

Keywords: Millennials, human resources, leadership, Hong Kong Chinese

Pages: 42 - 43 | DOI: 10.15224/978-1-63248-179-5-06

7. EXPLORATORY STUDY OF HEDONIC MOTIVATION IN FOOD AND GROCERY SHOPPING IN THAILAND

Authors: BOONYING KONGARCHAPATARA

Abstract: Food and grocery is one of the most important sectors in retail industry as being observed in the top list of global retailers. While many believe that food and grocery shopping is task-oriented and routine, it may be beneficial for retailers to understand the underlying hedonic shopping motivation in this shopping context. This research explored the hedonic motivation in food and grocery stores by adopting previously empiricaltested scale (Arnold and Reynolds, 2003). The study found that only two dimensions of the scale significantly impacted on store satisfaction: adventure and role shopping motivations.

Keywords: hedonic motivation, customer satisfaction, food and grocery shopping

Pages: 44 - 48 | DOI: 10.15224/978-1-63248-179-5-07

8. THE EFFECTS OF COUNTRY IMAGE ON SERVICE QUALITY: A CASE OF 5G NETWORK INTRODUCTION IN THAILAND

Authors: SANPET PANUSBORDEE , SUPA PANUSBORDEE

Abstract: The purposes of this research were to measure and compare the service quality perceptions of three potentially 5G network providers of the country from the U.S., South Korea, and China. Four hundred and thirty eight questionnaires were answered by perspective end-users in Bangkok. Statistical instruments such as mean, standard deviation, t-test, and One- Way-ANOVA with the significant level at 0.05 were selected to complete the process of data analysis. The results revealed that the highest service quality ranking was the 5G network providers from the U.S., South Korea, and China respectively. In hypothesis test, the average service quality of the U.S. was significantly higher than those of China. In addition, the study found that the service quality of network providers between developed countries (the U.S., and South Korea) and developing country (China) in this case were significantly different as well

Keywords: 5G Network Provider, Country image, SERVQUAL, Thailand.

Pages: 49 - 53 | DOI: 10.15224/978-1-63248-179-5-08

9. THE IMPACTS OF POLLUTION NEWS ON TOURISM: A CASE OF PM 2.5 FINE DUST IN THAILAND

Authors: SANPET PANUSBORDEE , SUPA PANUSBORDEE

Abstract: The purposes of this research were to measure and compare the effects of pollution news on audiences' attitudes toward tourism in Thailand. One hundred and fifteen foreign students were selected to determine whether their attitudes were changed after viewing the news. Statistical instruments such as mean, standard deviation, and t-test with the significant level at 0.05 were selected to complete the process of data analysis of pretest and posttest. The results found that after viewing the news, the level of audience attitudes and intention significantly changed from positive country image to negative country image. However, gender was not a significant factor. This study found that male and female in both pretest and posttest were not significantly different in overall perspective, except for some issues. In pretest, female had significantly less positive country image of Thailand on environment issue than those of male. In posttest, female had more significantly negative country image

Keywords: Country image, Country of Destination, Gender Difference, Pollution News, Thailand.

Pages: 54 - 58 | DOI: 10.15224/978-1-63248-179-5-09

10. WATER RESOURCE EFFICIENCY TOWARDS SUSTAINABLE TOURISM AT PATONG MUNICIPALITY, PHUKET PROVINCE, THAILAND

Authors: PALIDA RATTANOPAS , SANGCHAN LIMJIRAKAN

Abstract: Tourism is one of the main incomes of Thailand that directly contributes to the national Gross Domestic Product (GDP). Tourism affects not only on economic sector but also on the environment and society. Sustainable tourism (ST) has become more important in conserving and maintaining natural resources for the next generation. The ST requires efficient uses of natural resources, particularly water resource. The objective of this research is to study water resource efficiency towards sustainable tourism at Patong Municipality, Kathu district of Phuket. Water shortage has taken place in Patong municipality for decades. A set of semi-structure questionnaires was used to in-depth interview respondents selected by using a purposive sampling method. The total respondents were 44 composing of 4 groups including hotel business, local community, governmental organization, and tourism-related association. Data obtained were analyzed using descriptive and content analysis methods. The study found

Keywords: Water Resource Efficiency; Sustainable Tourism; Patong Municipality, Phuket Province

Pages: 59 - 63 | DOI: 10.15224/978-1-63248-179-5-10

11. CLIMATE CHANGE ADAPTATION ON WATER RESOURCE MANAGEMENT: A CASE STUDY OF PAKOKKU TOWNSHIP, MAGWAY REGION, MYANMAR

Authors: KHIN MAUNG SOE , SANGCHAN LIMJIRAKAN

Abstract: The Earths temperature has increased in recent decades leading to changing of climate. The adverse effects of climate change on natural systems have also become evident since the mid of the twentieth century. Water resources are mainly affected by climate change, particularly in the central part of Myanmar that faced with water shortage. The objective of the research is to study climate change adaptation on water resource management at the Pakokku Township, Magway Region, Myanmar. The four villages, namely Shin Ma Kan, Pan Tine Chone, Paung Laung Kan and Kyee were selected as the study areas because of their strong drought and water shortage in the dry season for decades. The 61 respondents were selected by using a purposive sampling method. An in-depth interview using a set of semi-structured questionnaires was conducted to obtain relevant data. Data obtained were analyzed using descriptive and content analysis. The study found that 98% of the respondents knew about changing of climat

Keywords: Climate change adaptation, Water resource management, Pakokku Township, Myanma

Pages: 64 - 67 | DOI: 10.15224/978-1-63248-179-5-11

12. BRAND AND MARKETING STRATEGIES OF ARABICA COFFEE PRODUCTS OF COMMUNITY ENTERPRISES IN MAE HONG SON PROVINCE: THE INSPIRATION OF HOMHOH BRAND

Authors: CHUN-UN , MANOP

Abstract: This qualitative research focused on brand development and marketing strategies for Arabica coffee products for community enterprises in Mae Hong Son Province for commercial benefits. The sample group was selected by the purposive sampling and the sample employed a group of 30 quality home-made coffee makers and processors, who operated the market under the Hom Hoh brand. Data were collected by exploring the community context, group discussions and in-depth interviews including content analysis. The study indicated that brand positioning used to create competitive advantage and differentiation is a special high-quality organic coffee from a source only on Doi Mae Hoh. The essence of the brand is organic coffee that cares about all steps of the production process combined with no imitation. This brand is reliable, charming and identity of the original tribal coffee from Mae Hong Son and the competitive marketing strategy is the strategy to make a difference only in special market segmen

Keywords: Brand, Marketing Strategy, Arabica Coffee Products

Pages: 68 - 73 | DOI: 10.15224/978-1-63248-179-5-12

13. THE MARKETING POTENTIAL DEVELOPMENT FOR SUSTAINABLE COMMUNITY ENTERPRISES OF BAAN PANG MOO AGRICULTURAL HOUSEWIFE GROUPS, PANG MOO SUBDISTRICT, MUNG, MAEHONGSON PROVINCE.

Authors: ARDCHAWIN JAIKAEW , MANOP CHUM-UN , PICHAPHOP PANPAE

Abstract: The objective of this research was to expand and create product lines and distribution channels for fermented soybean sheet products, peanut products, pea bean products, and sesame oil of Ban Pang Moo Housewife Groups. The research tools consisted of community forum, a focus group, marketing field trips and on-site visit. The research result that beans can be developed into ingredients such as chili paste, roasted chili paste and vegetarian foods. Peanut and pea bean products are used as the ingredients of making salad instead of a snack; otherwise, white and black sesame can be both used for beauty purpose and healthy, peanut products as the ingredients in salad. Also, lotions, as well as aroma products, and vegetarian foods are all made from all of these products. While developing new products or services differed from the original product lines, in future, the development should do as the form of homestay program. However, Bann Pang Moo agricultural Housewife Groups must provide gue

Keywords: Marketing Potential Development, Sustainable Community enterprise.

Pages: 74 - 80 | DOI: 10.15224/978-1-63248-179-5-13

14. THE RISING EFFECT OF ECONOMIC ISSUES ON THE PUBLIC OPINION IN TURKEY

Authors: BANU BAYBARS HAWKS

Abstract: This study reveals what the public thinks about current issues in Turkey, and whether the recent trends have any reflections on social, political, and cultural structure of the country. The data collected with this research provide important insights into publics opinion regarding current and potential issues in Turkey, and also guide policymakers in shaping the public policies. The outputs of this study may also encourage scholars and researchers from different fields and backgrounds to study and discuss public opinion with its complex dynamics and milieu of dimensions. This research delivers some of the most evocative and current issues in Turkey; the most important current problems, the economy, terror, the Kurdish issue, government and opposition parties evaluations, political vacuum, institutional evaluations, political polarization/judicial system, democracy and social relations/change in Turkey. According to the survey, the Turkish public views unemployment as the most important

Keywords: public opinion, political actors, government, economics, terror, Kurdish issue, state of governance, social relations, Turkey

Pages: 81 - 87 | DOI: 10.15224/978-1-63248-179-5-14