https://so01.tci-thaijo.org/index.php/ejChophayom <p><strong>Journal Policy</strong></p> <p> Chophayom Journal is established to promote and disseminate scholarly works within the following academic scopes:</p> <ol> <li>General Social Sciences</li> <li>Law</li> <li>Political Science</li> <li>Public Administration</li> <li>Humanities (Music, Performing Arts, Fine Arts)</li> <li>Linguistics</li> <li>Education</li> <li>Business Administration</li> <li>Development Studies</li> <li>Religion and Philosophy</li> <li>Other interdisciplinary fields related to the social sciences</li> </ol> <p> The journal accepts manuscripts in three categories: research articles, academic articles, and review articles. Chophayom Journal is published three issues per year as follows:</p> <p>Issue 1: January – April</p> <p>Issue 2: May – August</p> <p>Issue 3: September – December</p> <p> </p> <p><strong>Journal Regulations</strong></p> <ol> <li>Submitted manuscripts must fall within the scope of the social sciences, including but not limited to: general social sciences, law, political science, public administration, humanities (music, performing arts, fine arts), linguistics, education, business administration, development studies, religion and philosophy, and other related interdisciplinary social science fields.</li> <li>Manuscripts must be submitted in one of the three designated categories: research articles, academic articles, or review articles. Authors must prepare manuscripts strictly in accordance with the Chophayom Journal template and guidelines, including complete author information, Thai and English abstracts, and references formatted consistently using the APA referencing style as prescribed by the journal.</li> <li>Manuscripts must not have been previously published in any other journal. If an author submits a manuscript that has already been published elsewhere for duplicate publication, Chophayom Journal will impose strict sanctions, including immediate withdrawal of the manuscript and a permanent ban on future submissions by the author.</li> <li>All manuscripts must be submitted exclusively through the ThaiJO online system of the journal at <a href="https://so01.tci-thaijo.org/index.php/ejChophayom">https://so01.tci-thaijo.org/index.php/ejChophayom</a></li> <li>All manuscripts must undergo peer review by at least three qualified reviewers, selected by the Editorial Board based on subject relevance, expertise, or related disciplinary scope. Reviewers must have no conflicts of interest with the authors. The journal employs a double-blind peer review process, in which the identities of both authors and reviewers are concealed from each other.</li> <li>If a manuscript passes the peer review process, the author(s) are required to revise the manuscript in accordance with reviewers’ comments and submit the completed revised version through the ThaiJO system at <a href="https://so01.tci-thaijo.org/index.php/ejChophayom">https://so01.tci-thaijo.org/index.php/ejChophayom</a></li> <li>After submission of the revised manuscript, the Editorial Board will conduct a final screening to ensure completeness and accuracy. If the manuscript meets all requirements, it will be formally accepted for publication. If deficiencies remain, the manuscript will be returned to the author(s) for further revision until it is deemed complete.</li> <li>Publication fees are charged as follows: Thai-language articles: 1,500 THB per article</li> </ol> <p>English-language articles: 2,000 THB per article Fees will be charged only after the manuscript has passed the plagiarism similarity check via the ThaiJO (CopyCatch) system, with a similarity index not exceeding 15%. Notification will be provided through both the system and email. No additional fees will be charged beyond those officially announced.</p> <ol> <li>Authors must strictly comply with all journal regulations. In particular, if a manuscript has not yet passed peer review or has not been revised in full accordance with reviewers’ recommendations, the journal reserves the right not to issue an acceptance letter under any circumstances.</li> </ol> <p> </p> <p><strong>Guidelines for Authors</strong></p> <ol> <li>Authors must carefully study and fully understand the journal’s regulations, procedures, submission process, and requirements as specified by Chophayom Journal. All manuscript management is conducted exclusively through the ThaiJO online system at<br /><a href="https://so01.tci-thaijo.org/index.php/ejChophayom">https://so01.tci-thaijo.org/index.php/ejChophayom</a></li> <li>Authors must prepare manuscripts strictly according to the journal’s prescribed template.</li> <li>Authors must ensure that submitted manuscripts fall within the scope of academic and research-based social sciences, including general social sciences, law, political science, public administration, humanities (music, performing arts, fine arts), linguistics, education, business administration, development studies, religion and philosophy, and related interdisciplinary fields.</li> <li>Authors must ensure that submitted manuscripts are classified under one of the three accepted categories: research articles, academic articles, or review articles.</li> <li>Authors are required to pay the publication fee 1,500 THB for Thai-language articles or 2,000 THB for English-language articles only after the manuscript has passed the plagiarism similarity check via the ThaiJO (CopyCatch) system, with a similarity index not exceeding 15%.</li> </ol> <p> Authors must strictly adhere to all journal regulations and author guidelines. In particular, if a manuscript has not passed the peer review process or has not been revised fully in accordance with reviewers’ recommendations, the journal reserves the right not to issue an acceptance letter in all cases.</p> <p> </p> <p><strong>Editorial Ethics</strong></p> <ol> <li><strong>Editorial Ethics</strong></li> </ol> <p> 1.1 Editorial Policies and Guidelines The Editor shall establish clear policies, objectives, submission guidelines, and all relevant details of the journal to ensure that authors can comply accurately with the prescribed rules and regulations.</p> <p> 1.2 Preliminary Manuscript Screening The Editor shall conduct an initial assessment of submitted manuscripts. Each manuscript must undergo a plagiarism detection process using the ThaiJO (CopyCatch) system, with a similarity index not exceeding 15%. Manuscripts will then be evaluated based on content quality, scope, structure, accuracy of information, and completeness in accordance with the journal’s formatting requirements prior to proceeding to subsequent review processes. The Editor shall also conduct an initial screening for content that constitutes severe defamation or serious disparagement of individuals, organizations, or fundamental social institutions.</p> <p> 1.3 Selection of Peer Reviewers and Review Process The Editor and the Editorial Board shall appoint and select qualified peer reviewers who possess expertise directly relevant to the manuscript’s field or have appropriate related experience capable of providing scholarly and critical evaluations. Reviewers must not be affiliated with the same institution as the author(s). The journal employs a double-blind peer review process, in which the identities of authors, co-authors, and reviewers are kept strictly confidential and are not disclosed to one another, in order to prevent bias and avoid potential conflicts of interest.</p> <p> 1.4 Conflict of Interest and Editorial Neutrality Members of the Editorial Board must have no conflicts of interest with authors, reviewers, or any other parties involved in the manuscript evaluation process, in any form. In cases where a conflict of interest exists, the Editor shall recuse themselves from handling the manuscript and assign another member of the Editorial Board to take responsibility. Editors must remain impartial, unbiased, and free from any personal or professional interests.</p> <p> 1.5 Editorial Responsibilities The Editor’s primary responsibilities include soliciting manuscripts, communicating and negotiating with authors, and reviewing and refining manuscripts to ensure accuracy, completeness, and academic quality prior to public dissemination and publication.</p> <p> 1.6 Final Editorial Authority and Ethical Enforcement The Editor has the authority to make final and binding decisions in all matters related to manuscript handling and publication.</p> <p> 1) Manuscript Withdrawal and Claims for Damages: In cases where an author requests to withdraw a manuscript, the Editor reserves the right to claim compensation for any damages incurred as a result of the author’s actions. This applies particularly in situations where research misconduct or violations of research ethics are identified, or where an author requests withdrawal or cancellation of publication in order to submit the manuscript for publication in another academic journal or to present it at another academic conference, after the manuscript has already undergone peer review and reviewer honoraria have been paid.</p> <p> 2) Detection of Similarity During the Review Process: If similarity to other published works is identified during the manuscript evaluation process, the Editor shall suspend the review and request a formal explanation from the author. If the explanation is deemed unreasonable or insufficient, the manuscript shall be rejected for publication.</p> <p> 3) Detection of Similarity After Publication: If similarity or plagiarism is discovered after the article has been published, the Editor shall retract the article from the journal and immediately publish an official retraction notice stating that the article has been withdrawn from the journal.</p> <p> 4) Plagiarism, Duplicate Publication, and Substantial Overlap: In cases where plagiarism, duplicate publication, or substantial overlap with other works is identified (e.g., verbatim copying of entire paragraphs), the manuscript shall be rejected immediately. If minor similarity is detected, the Editor shall notify the author to revise the manuscript accordingly prior to proceeding with the review process.</p> <p> 5) Resolution of Operational and Procedural Issues: In the event of any problems arising from the journal’s operations or editorial procedures, the Editor shall be responsible for reviewing and adjudicating the matter. The Editor’s decision shall be final in all cases.</p> <p><strong> </strong></p> <ol> <li><strong>Reviewer Ethics</strong></li> </ol> <p> 2.1 Scholarly Recommendations Reviewers are expected to identify and recommend relevant and significant scholarly works that are closely related to the manuscript under review, particularly in cases where such works have not been appropriately cited by the author.</p> <p> 2.2 Conflict of Interest Reviewers must have no conflicts of interest with the author(s), such as prior collaboration, personal relationships, or any other circumstances that could compromise their ability to provide independent, objective, and unbiased evaluations. If a reviewer has, or becomes aware of, any potential conflict of interest, they must immediately inform the Editor and decline the review assignment.</p> <p> 2.3 Confidentiality Reviewers must treat all manuscripts received for review as confidential documents. They shall not disclose any part or all of the manuscript, or any information contained therein, to individuals who are not directly involved in the journal’s editorial process throughout the entire review period.</p> <p> 2.4 Reporting of Similarity or Plagiarism Reviewers must notify the Editor if they identify any part of the manuscript that shows clear evidence of similarity, overlap, or plagiarism with previously published works.</p> <p> 2.5 Objectivity and Professional Judgment Reviewers shall evaluate manuscripts only within their areas of expertise, considering the significance, originality, and scholarly contribution of the content to the relevant field. Evaluations must be based on academic merit, analytical rigor, and evidence-based judgment, and must not rely on personal opinions that lack scholarly justification.</p> <p> </p> <ol> <li><strong>Author Ethics</strong></li> </ol> <p> 3.1 Compliance with Journal Policies Authors must carefully study and fully understand the journal’s regulations, procedures, processes, submission requirements, and guidelines prior to manuscript submission.</p> <p> 3.2 Manuscript Preparation and Format Authors must thoroughly review and ensure that their manuscripts comply with the journal’s prescribed structure, format, and required components before submission.</p> <p> 3.3 Online Submission Authors must submit manuscripts exclusively through the journal’s online submission system.</p> <p> 3.4 Originality and Ethical Conduct Authors must adhere to ethical standards and must not submit manuscripts or works authored by others, in whole or in part, without proper authorization or acknowledgment, for the purpose of publication.</p> <p> 3.5 Prohibition of Redundant Publication Authors must not submit manuscripts or works that have already been published elsewhere for duplicate or redundant publication in the journal.</p> <p><strong> Editor</strong></p> <p><strong>Assoc. Prof. Dr. Panya Senawiang</strong></p> <p> </p> คณะมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชภัฏมหาสารคาม en-US Chophayom Journal 3057-0115 https://so01.tci-thaijo.org/index.php/ejChophayom/article/view/285110 <p>This research consists purposes were 1. to examine the contextual identity and local wisdom related to herbal products of the Oi Chang Community Enterprise Group 2. to systematically design and develop a brand identity and packaging that reflect the community’s identity and 3. to evaluate the effects of the design on consumers’ perceptions of the community product image. This study employed a mixed-methods research approach, integrating qualitative and quantitative research. The research instruments included interview guides and evaluation questionnaires. The sample group consisted of 30 participants selected through purposive sampling, while the target group comprised 15 participants, also selected through purposive sampling. Data obtained from documentary sources and interviews were analyzed using content analysis, whereas data collected from the evaluation questionnaires were analyzed using descriptive statistics, including percentages, means, and standard deviations. The research findings revealed that 1) The contextual identity and local wisdom related to the herbal products of the Oi Chang Community Enterprise Group encompass geographical conditions, ways of life, local wisdom, and the characteristics of herbal products that emphasize naturalness and health care. The findings indicate that the “elephant” serves as a symbolic element directly associated with the community’s name and represents strength, warmth and friendliness. In contrast, “herbs” signify traditional medicinal knowledge and the natural resources of the local area. The integration of these two elements therefore constitutes the core identity underlying the brand design 2) The systematic design and development of the brand identity and packaging were carried out to reflect the community’s identity. The central design concept was developed under the slogan “Power from Nature for Good Health: From Thai Herbs to Sustainable Well-being” This concept embodies three core values: 2.1) naturalness and safety 2.2) a strong connection to the community and local wisdom and 2.3) simplicity, accessibility and consumer friendliness and 3) The evaluation of the design’s impact on consumers perceptions of the community product image revealed that the overall mean score was at a high level (x̄ = 4.12, S.D. = 0.35). When considered by dimension, community identity (x̄ = 4.40, S.D. = 0.36) and market appropriateness (x̄ = 4.38, S.D. = 0.29) were both rated at a very high level. These findings indicate that the design effectively communicates the community’s identity and demonstrates strong potential for market competitiveness in accordance with professional standards.</p> Sirinpa Khajonmot Copyright (c) 2026 Chophayom Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2026-01-13 2026-01-13 37 1 1 14 https://so01.tci-thaijo.org/index.php/ejChophayom/article/view/285178 <p>This research consists purposes were 1. to analyze the visual and aesthetic characteristics as well as the cultural identity of the local plant known as “Dok Khii Kak”, focusing on form, color, and structural composition, in order to establish conceptual guidelines for the creation of bag pattern designs 2. to design and develop bag patterns inspired by Dok Khii Kak through the application of silk screen printing techniques that are aesthetically appropriate and compatible with the materials, functional requirements and contextual use of the product and 3. to evaluate the design quality of the developed patterns and bag products in terms of aesthetic value, coherence with local identity, appropriateness of production techniques, functional usability and potential for commercial application and value creation. This study employed a mixed-methods research approach integrating both qualitative and quantitative methods. The research instruments included interview guides, questionnaires for preliminary data analysis and concept synthesis, questionnaires for evaluating sketch designs and bag product prototypes, and questionnaires for assessing the developed patterns and final bag products. The sample group consisted of 50 participants selected based on predefined criteria, while the target group comprised 3 key informants selected through purposive sampling. Quantitative data obtained from the evaluation questionnaires were analyzed using descriptive statistics, including percentage, mean, and standard deviation. Qualitative data collected from documents and in-depth interviews were analyzed using content analysis. The research findings show that 1) Dok Khii Kak is a local plant characterized by distinctive floral forms, inflorescence structures, and natural color tones that reflect simplicity and harmony with nature. These characteristics can be synthesized into key visual art elements, including line, form, rhythm, and tonal value. Moreover, Dok Khii Kak has not been widely utilized as a source of inspiration in product design, indicating its strong potential for creating a new product identity, enhancing the distinctiveness of community-based products, and promoting a renewed perception of local natural resources 2) The developed patterns can be categorized into primary and secondary motifs to ensure appropriate placement and flexibility across different areas of the bag surface. The design process emphasized a balance between aesthetic value, local identity, and practical usability. Natural color palettes consistent with everyday usage contexts were carefully selected, resulting in patterns that harmonize with the bag’s form without interfering with functional use and 3) The overall mean evaluation score was at the highest level of appropriateness (x̄ = 4.60, S.D. = 0.31), indicating that the developed patterns and bag products demonstrated high quality in terms of design, identity representation, and potential for commercial development. Additionally, the evaluation by general users showed an overall mean score at a high level (x̄ = 4.36, S.D. = 0.56), reflecting that the developed bag products effectively met user expectations regarding aesthetics, functionality, and market appeal.</p> Nuttanarong Kaweepongsathorn Copyright (c) 2026 Chophayom Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2026-01-26 2026-01-26 37 1 15 26