SSRU International Journal of Management Science (IJMS)

Beyond Awareness: Transforming University Cultural Brands into Meaningful Consumer Experiences Using SYSU as a Case

Ruihan Shi — Fri, 13 Feb 2026 00:00:00 +0700

This research aimed to study 1) the current status and challenges in brand building for university cultural and creative products, using Sun Yat-sen University (SYSU) as a case study; 2) the key factors influencing brand awareness and user identification; and 3) to propose multidimensional optimization strategy. A mixed-methods approach was adopted, incorporating in-depth interviews and questionnaire surveys. The sample comprised students, staff, alumni, and external consumers. Data collection utilized a semi-structured interview guide and a brand equity questionnaire, with analysis conducted through descriptive statistics and content analysis.

The research results were found as follows: 1) The SYSU brand suffers from ambiguous recognition, weak narrative integration, and a fragmented product line, resulting in low brand equity. 2) Key influencing factors identified include cultural narrative consistency, visual coherence, product quality, and community engagement. Survey data indicated moderate brand awareness but notably low emotional attachment among consumers. 3) In response, the study proposes an integrated strategic framework encompassing narrative-driven positioning, design innovation, multi-channel communication, and participatory community co-creation.

The study concludes that moving beyond mere brand awareness to foster meaningful consumer experiences requires a systematic and emotionally resonant brand strategy, with an emphasis on narrative continuity and participatory engagement. This research contributes theoretical insights by bridging classical brand management theories with the niche context of university cultural products, highlighting the interplay between cultural authenticity and modern consumption trends. Moreover, it offers practical, actionable recommendations such as tiered pricing, digital integration, and community-driven design for enhancing brand competitiveness and fostering emotional loyalty. The proposed integrated framework provides a replicable reference for both Chinese and international higher education institutions seeking to transform cultural heritage into sustainable brand assets, ultimately supporting cultural continuity and institutional identity in a globalized educational landscape.

Conventional Production Planning as a Business Continuity Strategy Under Explosive License Disruption: A Case Study of a Marble Quarry in Saraburi Province, Thailand

Manop Saengchamnong, Thanawich Tepinn, Nattapol Kaewmanee — Tue, 30 Jun 2026 00:00:00 +0700

This study examines how a marble quarry in Saraburi Province, Thailand maintained production continuity when a compounding regulatory crisis — comprising the simultaneous expiration of an explosive permit (P.5), parliamentary dissolution, a caretaker government, and an escalating border dispute — converged in December 2025. A mixed-method, single embedded case study design was employed, combining quantitative blast records with qualitative process data drawn from emergency team minutes, Daily Review Meeting (DRM) records, and an after-action review (AAR). Findings indicate that same-day business contingency plan (BCP) activation and systematic blast parameter optimization enabled the mine to produce 14,744.38 metric tons over seven working days, exceeding the minimum daily target 14.04-fold, while maintaining a powder factor of 0.095 kg/ton. Only 34.95% of the resulting stockpile was consumed during the 28-day license gap, providing 82.28 days of operational reserve. The DRM mechanism facilitated within-crisis learning that contributed directly to production outcomes. Post-crisis AAR led to a revised BCP incorporating a compounding crisis scenario, a 90-day early-warning trigger, and a permanent minimum stockpile policy. These findings suggest that conventional blasting practices, when systematically integrated with a BCP framework, can serve as an effective business continuity strategy under regulatory license disruption. The study proposes a preliminary integrative framework — the License Crisis–Proactive Production with Organizational Resilience (LCPP-OR) model — as a basis for further research in mining operations facing political and regulatory uncertainty.

Problems and Countermeasures in the Implementation of Green Human Resource Management in Enterprises: A Four-in-One Framework Approach

Song Qiang — Tue, 30 Jun 2026 00:00:00 +0700

This qualitative study investigates barriers to Green Human Resource Management (GHRM) implementation in enterprises and proposes an integrated framework. Employing documentary research and multiple-case analysis, the study draws on peer-reviewed articles (2020–2024) and sustainability reports from six multinational corporations: Danone, IKEA, Shell, Google, Unilever, and Neste. Thematic content analysis identifies three interconnected categories of barriers: (1) cognitive issues, including insufficient top management commitment and weak employee environmental awareness; (2) resource constraints, encompassing cost pressures and lack of professional expertise; and (3) integration dilemmas, involving disconnection from existing management systems and cultural resistance. These barriers are mutually reinforcing, creating systemic challenges. In response, this study proposes a "Cognition–Strategy–Resources–Collaboration" four-in-one framework. Successful GHRM implementation requires simultaneous advancement of four interdependent pillars: cognitive alignment ensures shared commitment; strategic integration embeds green objectives into core planning; resource investment provides necessary capital; and cross-functional collaboration enables enterprise-wide coordination. The findings shift the literature from outcome-based to implementation-oriented analysis and offer practical guidance for managers seeking to embed sustainability into HR practices.

Consumer Behavior, Corporate Image, and Product Attributes of Herbal Inhalers and Herbal Balms: The Case of Thosakan Nakhas Products SCG Grand Martech Co., Ltd.

Ntapat Worapongpat — Tue, 30 Jun 2026 00:00:00 +0700

This study examines the influence of demographic characteristics on consumers purchasing behavior, perceptions of corporate image, and evaluations of product attributes in relation to Thosakan Nakhas herbal inhalers and herbal balms. Specifically, the study investigates the relationships between demographic factors and purchasing behavior, perceptions of corporate image, and the importance attributed to product characteristics in consumers’ purchase decisions. A quantitative research design was employed. Data were collected through a structured questionnaire administered to 400 consumers who had purchased or used Thosakan Nakhas herbal inhalers and herbal balms. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, together with inferential statistics comprising the Chi-square test, independent-samples t-test, and one-way analysis of variance (ANOVA). Statistical significance was determined at the 0.05 level. The findings indicate that the majority of respondents were female, aged 31–40 years, held a bachelor’s degree, earned a monthly income between THB 20,001 and 40,000, and were employed in the private sector. The results further demonstrate that demographic characteristics significantly influence consumer purchasing behavior. Gender, age, educational attainment, income, and occupation were found to be significantly associated with purchasing behavior. In addition, perceptions of corporate image differed significantly according to educational attainment, income, and occupation. Significant differences were also observed across demographic groups regarding the importance assigned to product attributes when making purchase decisions. These findings suggest that demographic characteristics play a critical role in shaping consumer responses to herbal healthcare products and provide valuable insights for the development of market segmentation and positioning strategies.

Decoding Power in Thai Organizations: Control, Visibility and the Authority Illusions

Aweephan Sornmani — Tue, 30 Jun 2026 00:00:00 +0700

Organizational power is often inferred from formal authority, hierarchical position, and visible performance. In practice, however, decision influence frequently diverges from these signals, particularly in hybrid organizational environments where multiple governance logics coexist. This misalignment creates persistent uncertainty about who actually holds influence in everyday organizational settings. This study addresses the problem by asking how power operates beneath formal structures and why visible indicators of authority often fail to reflect actual control over decisions. Adopting a conceptual research design, the paper synthesizes literature on organizational power, legitimacy, and attention to distinguish between structural control—control over resources, agendas, rules, and organizational attention—and symbolic visibility, such as titles, recognition, and positional prominence.

The study proposes that managerial tensions and misaligned decisions emerge when visibility is interpreted as evidence of authority. To explain this mechanism, the paper develops the Control–Power Decoding Framework, which models how organizational actors interpret power signals under hybrid governance conditions. The framework includes a control–visibility matrix that identifies four recurring positions: structural authority, symbolic authority, marginal actors, and hidden power. This study contributes a conceptual explanation of why power is systematically misinterpreted in organizations and offers a practical lens for distinguishing symbolic authority from structural control in managerial decision-making.