Vol. 45 No. 1: January - June 2023

Research Articles

• Strategic Alignment of Eco-Practices: The Mediator of Eco-Controls in Translating Environmental Strategy

  Kanya Sannamwong, Wila-sini Wongkaew, Danupol Hoonsopon

  1-21

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• Driving Brand Evangelism of Fast-Food Brands in Thailand: The Mediator Role of Online Brand Community Engagement

  Teeraputr Panyapruek, Pensri Jaroenwanit

  22-38

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• ELDERLY SEGMENTATION, ACCULTURATION TO GLOBAL CONSUMER CULTURE, AND CONSUMPTION PATTERN IN THAILAND

  Nuttapol Assarut, Somkiat Eiamkanchanalai, Suwanee Surasiangsunk

  39-58

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• Does Online-offline Brand Image Consistency Influence Brand Relationships? Empirical Research on Retail Brands

  Yue Huang, Lu Suo

  59-80

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• Consequences of Irritating Brand Behavior on Social Media: Examining Negative Consumer Sentiment

  Chonlada Sajjanit

  81-103

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