No. 30 (2022): December 2021 - May 2022

View No. 30 (2022): December 2021 - May 2022

Published: 2022-05-30

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Research Articles

Brand Awareness Influences on Brand Image and Brand Equity–The Moderated Mediation of Perceived Quality: The Case Study of the Nakha Clothing Market, Udonthani Province

Subchat Untachai

6-27
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Critical Success Factors in Mass Running Event Management in Thailand–A Resource-based Perspective

Parichat Jantor, Kannapa Pongponrat

28-41
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Influence of Digital Marketing Communication Tools in The Creation for Customer Satisfaction

Kullaya Uppapong, Sarana Photchanacha, Sirikarn Tammayattiwong

42-68
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Relationship Between Week-Four Effect, Bad News, Volume, and Day-of-The-Week Effect in The Stock Exchange of Thailand

Chitchanok Jaiphun, Anin Rupp

69-87
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The Key Influencing Factors for Consumers in Adopting Smart Home Technology

Pimphapatsorn Chullbussapa, Korbkul Jantarakolica, Soibuppha Sartmool, Supawat Sukhaparamate, Tatre Jantarakolica, Woraphon Wattanatorn

88-104
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The Study of Entrepreneurial Leadership Characteristics and Creative Innovation Factors Affecting Competitive Advantage of Small and Medium Enterprises in Kanchanaburi

Runchida Daoruang, Watcharapoj Sapsanguanboon

105-122
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Value-Added Creation to Enhance the Income of Gem and Jewelry Businesses in Chanthaburi

Patcharee Preepremmote, Pimthong Thongnopkun, Worachai Roubroumlert, Dawan Madlee, Alongkorn Pamounsub, Parichat Tengsuwan

123-141
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Book Review

Book Review: Getting Past NO: Negotiating in Difficult Situations

Maneewan Chat-Uthai

142-145
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