A/Pr Park Thaichon

A/Pr Park Thaichon
NameA/Pr Park Thaichon
Email Addresspark.thaichon@unisq.edu.au
Job TitleAssociate Professor (Marketing)
QualificationsDipBus RMIT, BBus RMIT, MCom SwinburneUT, PhD SwinburneUT
DepartmentSchool of Business
AffiliationsCentre for Health Research
ORCIDhttps://orcid.org/0000-0001-7512-7362
  • 11129
    total views of outputs
  • 4940
    total downloads of outputs
  • 846
    views of outputs this month
  • 421
    downloads of outputs this month
DipBus
RMIT
2007
BBus
RMIT
2009
MCom
SwinburneUT
2010
PhD
SwinburneUT
2014

Current Supervisions

Research TitleSupervisor TypeLevel of StudyCommenced
Title: TBC, Keywords: Sports Marketing, Cocreation, Luxury Marketing, Business Management, Relationship Marketing Associate SupervisorDoctoral2019
Title: TBC, Keywords: Virtual Reality (VR), Technology, Online Tourism, Relationship Marketing Associate SupervisorDoctoral2021
Title: TBC, Keywords: Cocreation, Customer Engagement, Privacy, Digital, Technology Associate SupervisorDoctoral2021
Title: TBC, Keywords: Artificial Intelligence (AI), Online, Technology, Relationship Marketing Associate SupervisorDoctoral2022
Title: TBC, Keywords: Social media, Artificial Intelligence (AI), Technology, Relationship Marketing Associate SupervisorDoctoral2022
Title: TBC, Keywords: Artificial Intelligence (AI), Technology, Relationship Marketing Associate SupervisorDoctoral2022
The Role of Artificial Intelligence on Digital Marketing in the Fast Fashion IndustryPrincipal SupervisorDoctoral2025
Quality, control and consistency in English language education business franchising and partnerships in Hong Kong, Macau and mainland China.Associate SupervisorDoctoral2025
Niche Market, Word of Mouth, SEO and more -- the Applicability and Inefficiency of Australian Style MarketingAssociate SupervisorMasters2024
Menopause Marketing - A Multiple PerspectiveAssociate SupervisorDoctoral2023
Incorporating AI into Service Quality: Enhancing Employee and Customer Engagement in the Hospitality Industry ¿ A Case Study of HotelsAssociate SupervisorDoctoral2023
Developing a Cobotic Model to Address Employee and Customer EngagementAssociate SupervisorDoctoral2023
The influence of social media communication on the spillover effect in mega sport eventsAssociate SupervisorDoctoral2022
Enhancing branding with hero¿s journey storytelling strategyAssociate SupervisorDoctoral2022
Values, Satisfaction and Loyalty in tourism: Perspectives of Individuals with ASD and their CaregiversAssociate SupervisorDoctoral2019

Completed Supervisions

Research TitleSupervisor TypeLevel of StudyCompleted
Digital content marketing as a catalyst for e-WOMPrincipalDoctoral2022
Exploring Brand Management in Australian Franchise SystemsPrincipalDoctoral2022
Customer loyalty in health care relationship marketingPrincipalDoctoral2022
Student Engagement and Satisfaction in the move to Blended and Online Mode Learning in Higher EducationPrincipalDoctoral2021
Examining Perceptions of Agent and Conflict-Related Emotions During Service Failure and RecoveryPrincipalDoctoral2021
Barriers Preventing and Motivators Encouraging Posthumous Organ Donation in the Kingdom of Saudi ArabiaPrincipalDoctoral2020
Project titleDetailsYear
AI Marketplace Project, Aus4Innovation $668,176 AI Marketplace Project, Aus4Innovation 2022
Neuroscience laboratory, Griffith University$140,000 Neuroscience laboratory, Griffith University2022
Upskill Businesses on Digital Marketing, Destination Gold Coast$180,000 Upskill 100 Businesses on Digital Marketing, Destination Gold Coast2022
SMART Tourism Recovery, Australia-ASEAN Council$27,000 SMART Tourism Recovery, Australia-ASEAN Council2021
10 Years Branding Strategy, SwanCity$35,000 10 Years Branding Strategy, SwanCity2021

Relationship outcomes following a service failure: the role of agent likability

Radu, Alexandru, Quach, Sara, Thaichon, Park, Surachartkumtonkun, Jiraporn and Weaven, Scott. 2023. "Relationship outcomes following a service failure: the role of agent likability ." Asia Pacific Journal of Marketing and Logistics. 35 (2), pp. 364-379. https://doi.org/10.1108/APJML-07-2021-0510

Ethnicity in advertising and millennials: the role of social identity and social distinctiveness

Shao, Wei, Zhang, Yunen, Cheng, Anni, Quach, Sara and Thaichon, Park. 2023. "Ethnicity in advertising and millennials: the role of social identity and social distinctiveness ." International Journal of Advertising. 42 (8), pp. 1377-1418. https://doi.org/10.1080/02650487.2023.2172663

Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic

Lavuri, Rambabu, Kaur, Jaspreet and Thaichon, Park. 2023. "Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic." Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-06-2022-0517

What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives

Srivastava, Abhinav and Thaichon, Park. 2023. "What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives." Asia Pacific Journal of Marketing and Logistics. 35 (3), pp. 687-725. https://doi.org/10.1108/APJML-10-2021-0777

Towards a Review-Analytics-as-a-Service (RAaaS) Framework for SMEs: A Case Study on Review Fraud Detection and Understanding

Chau, Xuan Truong Du, Nguyen, Thanh Toan, Tran, Vinh Khiem, Quach, Sara, Thaichon, Park, Jo, Jun, Vo, Bay, Tran, Quang Dieu and Nguyen, Quoc Viet Hung. 2024. "Towards a Review-Analytics-as-a-Service (RAaaS) Framework for SMEs: A Case Study on Review Fraud Detection and Understanding ." Australasian Marketing Journal. 32 (1), pp. 76-90. https://doi.org/10.1177/14413582221146004

Price promotion in omnichannel retailing: how much is too much?

Quach, Sara, Barari, Mojtaba, Thaichon, Park and Moudry, Dann Vit. 2023. "Price promotion in omnichannel retailing: how much is too much? " Asia Pacific Journal of Marketing and Logistics. 35 (1), pp. 198-213. https://doi.org/10.1108/APJML-07-2021-0475

Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis

Hamelin, Nicolas, Al-Shihabi, Sameh, Quach, Sara and Thaichon, Park. 2022. "Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis ." Australasian Marketing Journal. 30 (4), pp. 313-330. https://doi.org/10.1177/18393349211005061

Digital technologies: tensions in privacy and data

Quach, Sara, Thaichon, Park, Martin, Kelly D., Weaven, Scott and Palmatier, Robert W.. 2022. "Digital technologies: tensions in privacy and data ." Journal of the Academy of Marketing Science. 50 (6), pp. 1299-1323. https://doi.org/10.1007/s11747-022-00845-y

Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products

Septianto, Felix, Quach, Sara, Thaichon, Park and Japutra, Arnold. 2022. "Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products ." International Journal of Advertising. 42 (5), pp. 916-944. https://doi.org/10.1080/02650487.2022.2125183

Influencer marketing: sponsorship disclosure and value co-creation behaviour

Bu, Yi, Parkinson, J. and Thaichon, Park. 2022. "Influencer marketing: sponsorship disclosure and value co-creation behaviour ." Marketing Intelligence and Planning. 40 (7), pp. 854-870. https://doi.org/10.1108/MIP-09-2021-0310

A sustainable inventory system with price-sensitive demand and carbon emissions under partial trade credit and partial backordering

Taleizadeh, Ata Allah, Aliabadi, Leila and Thaichon, Park. 2022. "A sustainable inventory system with price-sensitive demand and carbon emissions under partial trade credit and partial backordering." Operational Research: An International Journal. 22 (4), pp. 4471-4516. https://doi.org/10.1007/s12351-021-00683-w

The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning

Quach, Sara, Septianto, Felix and Thaichon, Park. 2023. "The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning ." Asia Pacific Journal of Marketing and Logistics. 35 (6), pp. 1425-1442. https://doi.org/10.1108/APJML-03-2022-0224

A Western franchise in Shanghai, China: a late entrant's success

Roberts, Robin E., Frazer, Lorelle and Thaichon, Park. 2022. "A Western franchise in Shanghai, China: a late entrant's success." Journal of Strategic Marketing. 30 (6), pp. 606-626. https://doi.org/10.1080/0965254X.2020.1823457

Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage

Jaiswal, Deepak, Kaushal, Vikrant, Mohan, Ashutosh and Thaichon, Park. 2022. "Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage." Marketing Intelligence and Planning. 40 (5), pp. 573-588. https://doi.org/10.1108/MIP-12-2021-0466

Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research

Jaiswal, Deepak, Deshmukh, Arun Kumar and Thaichon, Park. 2022. "Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research ." Journal of Retailing and Consumer Services. 67. https://doi.org/10.1016/j.jretconser.2022.102969

Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior

Kautish, Pradeep, Paco, Arminda and Thaichon, Park. 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior." Journal of Retailing and Consumer Services. 67. https://doi.org/10.1016/j.jretconser.2022.103032

Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention

Bu, Yi, Parkinson, Joy and Thaichon, Park. 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention ." Journal of Retailing and Consumer Services. 66. https://doi.org/10.1016/j.jretconser.2021.102904

The dark and bright side of online consumer behavior

Thaichon, Park, Cheah, Jun-Hwa and Ting, Hiram. 2022. "The dark and bright side of online consumer behavior." Journal of Consumer Behaviour: an international research review. 21 (3), pp. 445-449. https://doi.org/10.1002/cb.2041

Neuroscientific Research Methods and Techniques in Consumer Research

Zhang, Yunen, Thaichon, Park and Shao, Wei. 2022. "Neuroscientific Research Methods and Techniques in Consumer Research ." Australasian Marketing Journal. 31 (3), pp. 211-227. https://doi.org/10.1177/14413582221085321

Moving from multi-channel to Omni-channel retailing: Special issue introduction

Thaichon, Park, Phau, Ian and Weaven, Scott. 2022. "Moving from multi-channel to Omni-channel retailing: Special issue introduction ." Journal of Retailing and Consumer Services. 65. https://doi.org/10.1016/j.jretconser.2020.102311

Relationship marketing in franchising and retailing

Thaichon, Park, Frazer, Lorelle and Weaven, Scott. 2022. "Relationship marketing in franchising and retailing." Journal of Strategic Marketing. 30 (2), pp. 113-114. https://doi.org/10.1080/0965254X.2020.1745871

Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector

Kremez, Zhanna, Frazer, Lorelle, Quach, Sara and Thaichon, Park. 2022. "Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector ." Journal of Strategic Marketing. 30 (2), pp. 137-159. https://doi.org/10.1080/0965254X.2020.1733051

The role of art infusion in enhancing pro-environmental luxury brand advertising

Quach, Sara, Septianto, Felix, Thaichon, Park and Nasution, Reza Ashari. 2022. "The role of art infusion in enhancing pro-environmental luxury brand advertising ." Journal of Retailing and Consumer Services. 64. https://doi.org/10.1016/j.jretconser.2021.102780

Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective

Zhang, Yunen, Shao, Wei and Thaichon, Park. 2021. "Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective ." Asia Pacific Journal of Marketing and Logistics. 33 (10), pp. 2037-2053. https://doi.org/10.1108/APJML-08-2020-0584

Does religion make consumers more environmentally friendly?

Arli, Denni, Pentecost, Robin and Thaichon, Park. 2021. "Does religion make consumers more environmentally friendly? " Marketing Intelligence and Planning. 39 (8), pp. 1024-1041. https://doi.org/10.1108/MIP-09-2020-0404

Package appearance matter: Facial expression and Galvanic Skin Response analysis approach

Hamelin, Nicolas, Agrawal, Suchi, Patwa, Nitin, Ferm, Ferm and Thaichon, Park. 2021. "Package appearance matter: Facial expression and Galvanic Skin Response analysis approach ." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 31 (4), pp. 624-644. https://doi.org/10.1080/21639159.2021.1939094

Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person

Quach, Sara, Septianto, Felix, Thaichon, Park and Chiew, Tung Moi. 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person ." Journal of Retailing and Consumer Services. 62. https://doi.org/10.1016/j.jretconser.2021.102618

Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect

Qu, Mengnan, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Lawley, Meredith, Arli, Denni, Weaven, Scott and Roberts, Robin E.. 2021. "Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect ." Asia Pacific Journal of Marketing and Logistics. 33 (8), pp. 1861-1877. https://doi.org/10.1108/APJML-06-2020-0388

Understanding online shopping behaviours and purchase intentions amongst millennials

Dharmesti, Maria, Dharmesti, Theresia Rasika Seta, Kuhne, Sarah and Thaichon, Park. 2021. "Understanding online shopping behaviours and purchase intentions amongst millennials." Young Consumers. 22 (1), pp. 152-167. https://doi.org/10.1108/YC-12-2018-0922

Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory

Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102584

Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry

Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102548

Special issue introduction: e-tailing: the current landscape and future developments

Thaichon, Park, Brown, James R. and Weaven, Scott. 2021. "Special issue introduction: e-tailing: the current landscape and future developments." Asia Pacific Journal of Marketing and Logistics. 33 (6), pp. 1289-1291. https://doi.org/10.1108/APJML-07-2021-881

Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space

Cheah, Jun-Hwa, Ting, Hiram, Thaichon, Park, Fam, Kim-Shyan and Bazylewich, Martin. 2020. "Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space." Journal of Strategic Marketing. 29 (4), pp. 337-358. https://doi.org/10.1080/0965254X.2020.1733049

Surviving an economic downturn: Dynamic capabilities of SMEs

Weaven, Scott, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Billot, Ken and Grace, Debra. 2021. "Surviving an economic downturn: Dynamic capabilities of SMEs ." Journal of Business Research. 128, pp. 109-123. https://doi.org/10.1016/j.jbusres.2021.02.009

Guest Editorial: Technologies and Relationship Marketing

Thaichon, Park, Soutar, Geoff and Weaven, Scott. 2021. "Guest Editorial: Technologies and Relationship Marketing ." Australasian Marketing Journal. 29 (2), pp. 109-110. https://doi.org/10.1177/1839334921994387

Digital content marketing as a catalyst for e-WOM in food tourism

Bu, Yi, Parkinson, Joy and Thaichon, Park. 2021. "Digital content marketing as a catalyst for e-WOM in food tourism." Australasian Marketing Journal. 29 (2), pp. 142-154. https://doi.org/10.1016/j.ausmj.2020.01.001

Customer participation in firm-initiated activities via social media: Understanding the role of experiential value

Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2021. "Customer participation in firm-initiated activities via social media: Understanding the role of experiential value ." Australasian Marketing Journal. 29 (2), pp. 132-141. https://doi.org/10.1016/j.ausmj.2020.05.006

Loyalty layers, expectations and the role of knowledge

Quach, Sara, Thaichon, Park, Roberts, Robin E. and Weaven, Scott. 2021. "Loyalty layers, expectations and the role of knowledge ." Marketing Intelligence and Planning. 39 (3), pp. 377-393. https://doi.org/10.1108/MIP-09-2019-0489

The experience of regret in small business failure: who's to blame?

Quach, Sara, Weaven, Scott K., Thaichon, Park, Grace, Debra, Frazer, Lorelle. and Brown, James R.. 2021. "The experience of regret in small business failure: who's to blame? " European Journal of Marketing. 55 (8), pp. 2201-2238. https://doi.org/10.1108/EJM-12-2019-0917

Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy

Taleizadeh, Ata Allah, Tafakkori, Keivan and Thaichon, Park. 2021. "Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy ." Journal of Retailing and Consumer Services. 58. https://doi.org/10.1016/j.jretconser.2020.102291

What to expect after the honeymoon: evolutionary psychology of part-time franchising

Thaichon, Park, Weaven, Scott, Quach, Sara, Baker, Brent and Frazer, Lorelle. 2020. "What to expect after the honeymoon: evolutionary psychology of part-time franchising." Journal of Strategic Marketing. 28 (8), pp. 702-726. https://doi.org/10.1080/0965254X.2019.1570315

Price image and the sugrophobia effect on luxury retail purchase intention

Cheah, Jun-Hwa, Waller, David, Thaichon, Park, Ting, Hiram and Lim, Xin-Jean. 2020. "Price image and the sugrophobia effect on luxury retail purchase intention." Journal of Retailing and Consumer Services. 57. https://doi.org/10.1016/j.jretconser.2020.102188

Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb

Thaichon, Park, Surachartkumtonkun, Jiraporn, Singhal, Anubhuti and Alabastro, Artem. 2020. "Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 30 (4), pp. 407-422. https://doi.org/10.1080/21639159.2020.1752278

Special issue introduction: online relationship marketing

Thaichon, Park, Brown, James R. and Weaven, Scott. 2020. "Special issue introduction: online relationship marketing." Marketing Intelligence and Planning. 38 (6), pp. 673-675. https://doi.org/10.1108/MIP-09-2020-623

Customer engagement and co-created value in social media

Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2020. "Customer engagement and co-created value in social media." Marketing Intelligence and Planning. 38 (6), pp. 730-744. https://doi.org/10.1108/MIP-04-2019-0218

Online relationship marketing: evolution and theoretical insights into online relationship marketing

Thaichon, Park, Liyanaarachchi, Gajendra, Quach, Sara, Weaven, Scott and Bu, Yi. 2020. "Online relationship marketing: evolution and theoretical insights into online relationship marketing ." Marketing Intelligence and Planning. 38 (6), pp. 676-698. https://doi.org/10.1108/MIP-04-2019-0232

Toward a theory of outside-in marketing: Past, present, and future

Quach, Sara, Thaichon, Park, Lee, Ju-Yeon, Weaven, Scott and Palmatier, Robert W.. 2020. "Toward a theory of outside-in marketing: Past, present, and future ." Industrial Marketing Management. 89, pp. 107-128. https://doi.org/10.1016/j.indmarman.2019.10.016

To donate or to waste it: Understanding posthumous organ donation attitude

Alassaf, Amani, Fry, Marie-Louise and Thaichon, Park. 2020. "To donate or to waste it: Understanding posthumous organ donation attitude." Australasian Marketing Journal. 28 (3), pp. 87-97. https://doi.org/10.1016/j.ausmj.2020.04.001

Examining antecedents of reconciliation following service failure and recovery

Radu, Alexandru, Surachartkumtonkun, Jiraporn, Weaven, Scott and Thaichon, Park. 2020. "Examining antecedents of reconciliation following service failure and recovery ." Journal of Strategic Marketing. 28 (5), pp. 417-433. https://doi.org/10.1080/0965254X.2018.1518920

Storytelling, the scale of persuasion and retention: A neuromarketing approach

Hamelin, Nicolas, Thaichon, Park, Abrahams, Christopher, Driver, Nicholas, Lipscombe, Joe and Pillai, Jayarethanam. 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102099

Triadic relationship between customers, service providers and government in a highly regulated industry

Quach, Sara, Thaichon, Park and Hewege, Chandana. 2020. "Triadic relationship between customers, service providers and government in a highly regulated industry ." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102148

Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success

Moudry, Dann Vit and Thaichon, Park. 2020. "Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success ." Journal of Retailing and Consumer Services. 54. https://doi.org/10.1016/j.jretconser.2020.102068

Female franchisees; a lost opportunity for franchising sector growth?

Thaichon, Park, Weaven, Scott, Quach, Sara, Bodey, Kelli, Merrilees, Bill and Frazer, Lorelle. 2020. "Female franchisees; a lost opportunity for franchising sector growth?" Journal of Strategic Marketing. 28 (2), pp. 107-122. https://doi.org/10.1080/0965254X.2018.1482946

B2B purchase engagement: Examining the key drivers and outcomes in professional services

Nyadzayo, Munyaradzi W., Casidy, Riza and Thaichon, Park. 2020. "B2B purchase engagement: Examining the key drivers and outcomes in professional services ." Industrial Marketing Management. 85, pp. 197-208. https://doi.org/10.1016/j.indmarman.2019.11.007

Gratitude in franchisor-franchisee relationships: does personality matter?

Quach, Sara, Weaven, Scott K., Thaichon, Park, Baker, Brent and Edwards, Chase Jeremiah. 2020. "Gratitude in franchisor-franchisee relationships: does personality matter?" European Journal of Marketing. 54 (1), pp. 109-144. https://doi.org/10.1108/EJM-07-2018-0458

A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus

Quach, Sara, Weaven, Scott, Thaichon, Park, Grace, Debra and Frazer, Lorelle. 2020. "A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus." Journal of Business and Industrial Marketing. 35 (1), pp. 116-133. https://doi.org/10.1108/JBIM-07-2018-0210

Consumer behaviour and disposition decisions: The why and how of smartphone disposition

Ting, Hiram, Thaichon, Park, Chuah, Francis and Tan, Sharon Rebecca. 2019. "Consumer behaviour and disposition decisions: The why and how of smartphone disposition." Journal of Retailing and Consumer Services. 51, pp. 212-220. https://doi.org/10.1016/j.jretconser.2019.06.002

The effects of e-commerce on franchising: Practical implications and models

Kremez, Z., Frazer, Lorelle and Thaichon, Park. 2019. "The effects of e-commerce on franchising: Practical implications and models." Australasian Marketing Journal. 27 (3), pp. 158-168. https://doi.org/10.1016/j.ausmj.2019.04.002

Emerging from my youth - intra-cohort segmentation

Pentecost, Robin, Donoghue, Sune and Thaichon, Park. 2019. "Emerging from my youth - intra-cohort segmentation." International Journal of Retail and Distribution Management. 47 (5), pp. 571-588. https://doi.org/10.1108/IJRDM-06-2018-0113

How much effort is enough? Unlocking customer fanaticism in services industries

Quach, Sara, Hewege, Chandana Rathnasiri and Thaichon, Park. 2019. "How much effort is enough? Unlocking customer fanaticism in services industries." Marketing Intelligence and Planning. 37 (3), pp. 325-338. https://doi.org/10.1108/MIP-06-2018-0226

Enhancing client-agency relationship quality in the advertising industry - an application of project management

Levin, Elizabeth, Quach, Thu Nguyen and Thaichon, Park. 2019. "Enhancing client-agency relationship quality in the advertising industry - an application of project management." Journal of Business and Industrial Marketing. 34 (2), pp. 463-473. https://doi.org/10.1108/JBIM-08-2017-0186

The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach

Levin, Elizabeth, Thaichon, Park, Quach, Sara and Lobo, Antonio. 2018. "The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach ." Australasian Marketing Journal. 26 (1), pp. 31-40. https://doi.org/10.1016/j.ausmj.2017.10.002

Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers

Thaichon, Park, Jebarajakirthy, Charles, Tatuu, Puja and Gajbhiyeb, Rahul Gautam. 2018. "Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers ." Journal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion. 24 (2), pp. 163-176. https://doi.org/10.1080/10454446.2017.1266551

Hybrid sales structures in the age of e-commerce

Thaichon, Park, Surachartkumtonkun, Jiraporn, Quach, Sara, Weaven, Scott and Palmatier, Robert W.. 2018. "Hybrid sales structures in the age of e-commerce." Journal of Personal Selling and Sales Management. 38 (3), pp. 277-302. https://doi.org/10.1080/08853134.2018.1441718

Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market

Quach, Sara and Thaichon, Park. 2018. "Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market ." Marketing Intelligence and Planning. 36 (2), pp. 245-259. https://doi.org/10.1108/MIP-04-2017-0069

From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment

Quach, Sara and Thaichon, Park. 2017. "From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment." Journal of Business Research. 81, pp. 163-172. https://doi.org/10.1016/j.jbusres.2017.06.015

Aesthetic labor and visible diversity: The role in retailing service encounters

Quach, Sara, Jebarajakirthy, Charles and Thaichon, Park. 2017. "Aesthetic labor and visible diversity: The role in retailing service encounters." Journal of Retailing and Consumer Services. 38, pp. 34-43. https://doi.org/10.1016/j.jretconser.2017.05.004

Emotion and advertising effectiveness: A novel facial expression analysis approach

Hamelin, Nicolas, El Moujahid, Othmane and Thaichon, Park. 2017. "Emotion and advertising effectiveness: A novel facial expression analysis approach." Journal of Retailing and Consumer Services. 36, pp. 103-111. https://doi.org/10.1016/j.jretconser.2017.01.001

Consumer socialization process: The role of age in children's online shopping behavior

Thaichon, Park. 2017. "Consumer socialization process: The role of age in children's online shopping behavior." Journal of Retailing and Consumer Services. 34, pp. 38-47. https://doi.org/10.1016/j.jretconser.2016.09.007

An analysis of product-place co-branding: the case of Ceylon Tea

Ranasinghe, Wasanee Tharanga, Thaichon, Park and Ranasinghe, Malanee. 2017. "An analysis of product-place co-branding: the case of Ceylon Tea." Asia Pacific Journal of Marketing and Logistics. 29 (1), pp. 200-214. https://doi.org/10.1108/APJML-10-2015-0156

Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms

Thaichon, Park and Quach, Sara. 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms." Journal of Retailing and Consumer Services. 33, pp. 82-91. https://doi.org/10.1016/j.jretconser.2016.08.003

Consumer motives and impact of western media on the Moroccan luxury buyer

Hamelin, Nicolas and Thaichon, Park. 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer ." Journal of Retailing and Consumer Services. 32, pp. 164-170. https://doi.org/10.1016/j.jretconser.2016.06.010

The effects of service quality on internet service provider customers' behaviour A mixed methods study

Quach, Thu Nguyen, Jebarajakirthy, Charles and Thaichon, Park. 2016. "The effects of service quality on internet service provider customers' behaviour A mixed methods study." Asia Pacific Journal of Marketing and Logistics. 28 (3), pp. 435-463. https://doi.org/10.1108/APJML-03-2015-0039

Doing more with less: An integrative literature review on responsible consumption behaviour

Nangia, Priya, Bansal, Sanchita and Thaichon, Park. 2023. "Doing more with less: An integrative literature review on responsible consumption behaviour ." Journal of Consumer Behaviour: an international research review. 23 (1), pp. 141-155. https://doi.org/10.1002/cb.2163

Internet service providers' service quality and its effect on customer loyalty of different usage patterns

Quach, Thu Nguyen, Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns." Journal of Retailing and Consumer Services. 29, pp. 104-113. https://doi.org/10.1016/j.jretconser.2015.11.012

Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context

Jebarajakirthy, Charles and Thaichon, Paramaporn. 2016. "Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context." International Journal of Bank Marketing. 34 (2), pp. 191-215. https://doi.org/10.1108/IJBM-12-2014-0176

The impact of creative competence and project management on longevity of the client-advertising agency relationship

Levin, Elizabeth, Thaichon, Paramaporn and Quach, Thu Nguyen. 2016. "The impact of creative competence and project management on longevity of the client-advertising agency relationship." Journal of Business and Industrial Marketing. 31 (2), pp. 274-286. https://doi.org/10.1108/JBIM-11-2014-0220

Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services

Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services." Asia Pacific Journal of Marketing and Logistics. 28 (1), pp. 141-159. https://doi.org/10.1108/APJML-02-2015-0027

The influence of relationship marketing orientation on brand equity in banks

Yoganathan, Dhanushanthini, Jebarajakirthy, Charles and Thaichon, Paramaporn. 2015. "The influence of relationship marketing orientation on brand equity in banks." Journal of Retailing and Consumer Services. 26, pp. 14-22. https://doi.org/10.1016/j.jretconser.2015.05.006

Continuous Purchase Intention of Organic Personal Care Products: Evidence from India

Halan, Deepak, Aashish, Kumar and Thaichon, Park. 2025. "Continuous Purchase Intention of Organic Personal Care Products: Evidence from India." Journal of International Consumer Marketing. 37 (1), pp. 23-40. https://doi.org/10.1080/08961530.2024.2348641

Simplifying Sentiment Analysis on Social Media: A Step-by-Step Approach

Chau, Xuan Truong Du, Nguyen, Thanh Toan, Jo, Jun, Quach, Sara, Ngo, Liem Viet, Pham, Hien and Thaichon, Park. 2024. "Simplifying Sentiment Analysis on Social Media: A Step-by-Step Approach." Australasian Marketing Journal. 32 (4), pp. 367-380. https://doi.org/10.1177/14413582231217126

Developing a cobotic model for employee and customer engagement

Habib, John, Prentice, Catherine, Thaichon, Park and Gururajan, Raj. 2024. "Developing a cobotic model for employee and customer engagement." 27th Biennial International Congress on Tourism and Hospitality Industry 2024 (THI) . Opatija, Croatia 06 - 07 Jun 2024 Croatia. https://doi.org/10.20867/thi.27.29

Access mode of consumption and psychological ownership: exploring the role of self-product connection

Tan, Ser Zian, Tjiptono, Fandy, Yang, Lin, Bandyopadhyay, Argho and Thaichon, Park. 2024. "Access mode of consumption and psychological ownership: exploring the role of self-product connection." Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2024-0515

Using Social Media Analytics to Understand the Impact of Government Intervention on Consumer Behaviour During a Pandemic

Quach, Sara, Zuo, Alec, Thaichon, Park, Roberts, Robin and Tang, Wenzhu. 2024. "Using Social Media Analytics to Understand the Impact of Government Intervention on Consumer Behaviour During a Pandemic." Australasian Marketing Journal. https://doi.org/10.1177/14413582241267329

Exploring the differential effects of consumer brand attitude persuasion for printed advertisements in luxury and nonluxury brands

Jayawardena, Nirma Sadamali, Quach, Sara, Bandyopadhyay, Chinmoy and Thaichon, Park. 2024. "Exploring the differential effects of consumer brand attitude persuasion for printed advertisements in luxury and nonluxury brands." Asia Pacific Journal of Marketing and Logistics. 36 (9), pp. 2155-2176. https://doi.org/10.1108/APJML-12-2022-1022

Unpacking service failures in artificial intelligence: future research directions

Chopra, Ritika, Bhardwaj, Seema, Thaichon, Park and Nair, Kiran. 2025. "Unpacking service failures in artificial intelligence: future research directions." Asia Pacific Journal of Marketing and Logistics. 37 (2), pp. 349-364. https://doi.org/10.1108/APJML-03-2024-0393

Transforming Workplace Wellness in the Next-Generation Hospitality Industry by Leveraging Transformational Digital Technologies and Tools

Priya, Namita, Satpathy, Ipseeta, Patnaik, B.C.M. and Thaichon, Park. 2024. "Transforming Workplace Wellness in the Next-Generation Hospitality Industry by Leveraging Transformational Digital Technologies and Tools." Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Taylor & Francis. pp. 295-313

Fostering Women’s Empowerment in Europe: Case Studies of Innovation in AI, Blockchain, and the Metaverse

Pritiprada, Prashasti, Satpathy, Ipseeta, Patnaik, B.C.M. and Thaichon, Park. 2024. "Fostering Women’s Empowerment in Europe: Case Studies of Innovation in AI, Blockchain, and the Metaverse." Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Routledge. pp. 80-92

Exploring the Role of Artificial Intelligence for Luxury Hotel Brands: A Case Study in Europe

Mishra, Udgam, Jayawardena, Nirma Sadamali and Thaichon, Park. 2024. "Exploring the Role of Artificial Intelligence for Luxury Hotel Brands: A Case Study in Europe." Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Routledge. pp. 278-294

Technology and Luxury Hospitality: AI, Blockchain and the Metaverse

Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin. Thaichon, Park, Dutta, Pushan Kumar, Chelliah, Pethuru Raj and Gupta, Sachin (ed.) 2024. Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. United Kingdom. Taylor & Francis.

Identifying the influence of obsolescence risk and health beliefs in fitness wearable healthcare technology

Rana, Avinash, Soodan, Vishal, Kumar, Ashwani, Jayawardena, Nirma Sadamali, Thaichon, Park, Gupta, Kamal and Rana, Nripendra P.. 2024. "Identifying the influence of obsolescence risk and health beliefs in fitness wearable healthcare technology." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 34 (3), pp. 366-392. https://doi.org/10.1080/21639159.2024.2326496

The power of flattery: Enhancing prosocial behavior through virtual influencers

Quach, Sara, Cheah, Isaac and Thaichon, Park. 2024. "The power of flattery: Enhancing prosocial behavior through virtual influencers." Psychology and Marketing. 41 (7), pp. 1629-1648. https://doi.org/10.1002/mar.22001

The dark side of artificial intelligence in marketing: meta-analytics review

Barari, Mojtaba, Ferm, Lars-Erik Casper, Quach, Sara, Thaichon, Park and Ngo, Liem. 2024. "The dark side of artificial intelligence in marketing: meta-analytics review." Marketing Intelligence and Planning. 42 (7), pp. 1234-1256. https://doi.org/10.1108/MIP-09-2023-0494

Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment

Zhang, Yunen, Shao, Wei, Quach, Sara, Thaichon, Park and Li, Qianmin. 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment." Journal of Retailing and Consumer Services. 78. https://doi.org/10.1016/j.jretconser.2024.103713

Price optimization for manufacturers in a competitive retail market: imported products and online crowdfunding option

Parvasi, Seyed Parsa, Taleizadeh, Ata Allah and Thaichon, Park. 2025. "Price optimization for manufacturers in a competitive retail market: imported products and online crowdfunding option." Journal of Revenue and Pricing Management. 24 (1), pp. 12-19. https://doi.org/10.1057/s41272-023-00471-5

Fact or fake: information, misinformation and disinformation via social media

Lim, Xin-Jean, Quach, Sara, Thaichon, Park, Cheah, Jun-Hwa and Ting, Hiram. 2024. "Fact or fake: information, misinformation and disinformation via social media." Journal of Strategic Marketing. 32 (5), pp. 659-664. https://doi.org/10.1080/0965254X.2024.2306558

Identifying factors influencing purchase intention of sustainable luxury retailing products

Lavuri, Rambabu, Kaul, Dimple, Mohan, Geetha, Jayawardena, Nirma Sadamali and Thaichon, Park. 2024. "Identifying factors influencing purchase intention of sustainable luxury retailing products." International Journal of Retail and Distribution Management. 52 (2). https://doi.org/10.1108/IJRDM-05-2023-0310

Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions

Thaichon, Park, Quach, Sara, Barari, Mojtaba and Nguyen, Mai. 2024. "Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions." Australasian Marketing Journal. 32 (2), pp. 162-177. https://doi.org/10.1177/14413582231167664

The effects of team diversity on promoting sustainable luxury products

Quach, Sara, Septianto, Felix, Thaichon, Park and Sung, Billy. 2024. "The effects of team diversity on promoting sustainable luxury products." Asia Pacific Journal of Marketing and Logistics. 36 (9), pp. 2082-2103. https://doi.org/10.1108/APJML-12-2022-1064

Environmental values and sustainability: Mediating role of nature connectedness, and love for nature toward vegan food consumption

Kautish, Pradeep, Thaichon, Park and Soni, Pavleen. 2024. "Environmental values and sustainability: Mediating role of nature connectedness, and love for nature toward vegan food consumption." Journal of Consumer Behaviour: an international research review. 23 (3), pp. 1130-1145. https://doi.org/10.1002/cb.2267

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

Bandyopadhyay, Argho, Hall, John, Wong, Ho Yin, Lockshin, Larry, Zhang, Yunen and Thaichon, Park. 2024. "“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect." Asia Pacific Journal of Marketing and Logistics. 36 (2), pp. 457-479. https://doi.org/10.1108/APJML-03-2023-0196

Optimizing online selling through an online-to-offline platform: strategic ramifications for local n stores

Taleizadeh, Ata Allah, Darabi, Ebrahim Salehi and Thaichon, Park. 2024. "Optimizing online selling through an online-to-offline platform: strategic ramifications for local n stores." Journal of Revenue and Pricing Management. 23 (6), pp. 554-574. https://doi.org/10.1057/s41272-023-00448-4

Sustainable plant-based dietary supply chain design to reduce malnutrition in deprived areas

Heidari, Shima Yekkehbash, Taleizadeh, Ata Allah and Thaichon, Park. 2023. "Sustainable plant-based dietary supply chain design to reduce malnutrition in deprived areas." Computers and Industrial Engineering. 181. https://doi.org/10.1016/j.cie.2023.109234

‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’

Jayawardena, Nirma Sadamali, Thaichon, Park, Quach, Sara, Razzaq, Ali and Behl, Abhishek. 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’." Journal of Business Research. 160. https://doi.org/10.1016/j.jbusres.2023.113739

Chatbots in frontline services and customer experience: An anthropomorphism perspective

Nguyen, Mai, Ferm, Lars-Erik Casper, Quach, Sara, Pontes, Nicolas and Thaichon, Park. 2023. "Chatbots in frontline services and customer experience: An anthropomorphism perspective." Psychology and Marketing. 40 (11), pp. 2201-2225. https://doi.org/10.1002/mar.21882

Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

Lavuri, Rambabu and Thaichon, Park. 2023. "Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics." Marketing Intelligence and Planning. 41 (6), pp. 722-740. https://doi.org/10.1108/MIP-03-2023-0097

Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure

Koshksaray, Amir Abedini, Quach, Sara, Trinh, Giang, Keivani, Somayeh Bahoush and Thaichon, Park. 2023. "Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure." Journal of Retailing and Consumer Services. 75. https://doi.org/10.1016/j.jretconser.2023.103532

Organisational and regulatory strategies to combat false news circulation on social media

Jayawardena, Nirma Sadamali, Quach, Sara, Thaichon, Park, Ross, Mitchell, Weaven, Scott and Behl, Abhishek. 2023. "Organisational and regulatory strategies to combat false news circulation on social media." Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2023.2253815

I think, therefore I ignore: a study on disinformation’s credibility perceptions and sharing intentions over social media

Ferm, Lars-Erik Casper and Thaichon, Park. 2023. "I think, therefore I ignore: a study on disinformation’s credibility perceptions and sharing intentions over social media." Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2023.2253819

The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns

Thaichon, Paramaporn, Lobo, Antonio, Prentice, Catherine and Quach, Thu Nguyen. 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns." Journal of Retailing and Consumer Services. 21 (6), pp. 1047-1058. https://doi.org/10.1016/j.jretconser.2014.06.006

Revisiting the job performance – burnout relationship

Prentice, Catherine and Thaichon, Park. 2019. "Revisiting the job performance – burnout relationship." Journal of Hospitality Marketing and Management. 28 (7), pp. 807-832. https://doi.org/10.1080/19368623.2019.1568340

Antecedents and consequences of panic buying: The case of COVID-19

Prentice, Catherine, Quach, Sara and Thaichon, Park. 2022. "Antecedents and consequences of panic buying: The case of COVID-19." International Journal of Consumer Studies. 46 (1), pp. 132-146. https://doi.org/10.1111/ijcs.12649

Predicting intention to recycle on the basis of the theory of planned behaviour

Arli, Denni, Badejo, Abi, Carlini, Joan, France, Cassandra, Jebarajakirthy, Charles, Knox, Kathy, Pentecost, Robin, Perkins, Helen, Thaichon, Park, Sarker, Tapan and Wright, Owen. 2019. "Predicting intention to recycle on the basis of the theory of planned behaviour." International Journal of Nonprofit and Voluntary Sector Marketing. 25 (2), pp. 1-14. https://doi.org/10.1002/nvsm.1653

The Robot–Human Paradox: A Meta-Analysis of Customer Service by Robots Versus Humans on Customer Experience

de Oliveira Santini, Fernando, Lim, Weng Marc, Sampaio, Claudio Hoffmann, Rasul, Tareq, Ladeira, Wagner Junior, Thaichon, Park and Choudhury, Debdutta. 2025. "The Robot–Human Paradox: A Meta-Analysis of Customer Service by Robots Versus Humans on Customer Experience." Journal of Consumer Behaviour: an international research review. 24 (3), pp. 1392-1404. https://doi.org/10.1002/cb.2470

Designing an information technology-enabled framework in the retail service ecosystem

Abid, Muhammad Farrukh, Shamim, Amjad, Thaichon, Park, Quach, Sara and Siddique, Junaid. 2025. "Designing an information technology-enabled framework in the retail service ecosystem." Technological Forecasting and Social Change. 215. https://doi.org/10.1016/j.techfore.2025.124078

Holistic customer experience: interplay between retail experience quality, customer in-shop emotion valence and in-shop involvement valence

Abid, Muhammad Farrukh, Shamim, Amjad, Thaichon, Park, Quach, Sara, Siddique, Junaid and Awan, Maheen Iqbal. 2025. "Holistic customer experience: interplay between retail experience quality, customer in-shop emotion valence and in-shop involvement valence." Marketing Intelligence and Planning. https://doi.org/10.1108/MIP-09-2023-0478

Unveiling the impact of technology-driven factors on conspicuous consumption: a time-lagged investigation

Kautish, Pradeep, Mehmood, Khalid, Suhail, Aamir and Thaichon, Park. 2025. "Unveiling the impact of technology-driven factors on conspicuous consumption: a time-lagged investigation." Current Psychology: developmental - learning - personality - social. 44 (8), pp. 6936-6951. https://doi.org/10.1007/s12144-025-07549-w

The interaction between values and self-identity on fairtrade consumption: The value-identity-behavior model

Quach, Sara, Roberts, Robin E., Dang, Simon, Zuo, Alec and Thaichon, Park. 2025. "The interaction between values and self-identity on fairtrade consumption: The value-identity-behavior model." Appetite. 206. https://doi.org/10.1016/j.appet.2024.107826

Why is no one buying organic food? The role of nature experience and attitude antecedents on purchase intention

Mishra, Udgam and Thaichon, Park. 2025. "Why is no one buying organic food? The role of nature experience and attitude antecedents on purchase intention." Asian Journal of Business Research. 15 (1), pp. 42-65. https://doi.org/10.14707/ajbr.250188

Price dynamics and quality collaborations: a game theory exploration of cooperative advertising and contract design in manufacturer–retailer supply chains

Taheri-Moghaddam, Alireza, Taleizadeh, Ata Allah and Thaichon, Park. 2025. "Price dynamics and quality collaborations: a game theory exploration of cooperative advertising and contract design in manufacturer–retailer supply chains." Journal of Revenue and Pricing Management. 24 (1), pp. 80-98. https://doi.org/10.1057/s41272-024-00517-2

Price optimization in supply chain agreements: a comparative analysis of buyback and put option contracts for inventory risk management

Farzadmehr, Mehran, Taleizadeh, Ata Allah and Thaichon, Park. 2024. "Price optimization in supply chain agreements: a comparative analysis of buyback and put option contracts for inventory risk management." Journal of Revenue and Pricing Management. https://doi.org/10.1057/s41272-024-00500-x

Service-dominant logic and customer engagement based value proposition framework in peer-to-peer accommodation: A two-study approach

Ashaduzzaman, Md, Thaichon, Park, Weaven, Scott, Jebarajakirthy, Charles, Ross, Mitchell, Maseeh, Haroon Iqbal and Hoque, Imranul. 2024. "Service-dominant logic and customer engagement based value proposition framework in peer-to-peer accommodation: A two-study approach." Journal of Consumer Behaviour: an international research review. 23 (6), pp. 3232-3252. https://doi.org/10.1002/cb.2399

Personal Values and Sustainable Consumerism: Performance Trends, Intellectual Structure, and Future Research Fronts

Khan, Fateh Mohd, Uddin, S. M. Fatah, Anas, Mohammad, Kautish, Pradeep and Thaichon, Park. 2024. "Personal Values and Sustainable Consumerism: Performance Trends, Intellectual Structure, and Future Research Fronts ." Journal of Consumer Behaviour: an international research review. https://doi.org/10.1002/cb.2436

National brands versus store brands: retailer fight against national brands to improve store brands via a dynamic discount pricing strategy

Yahyavi, Dawood, Taleizadeh, Ata Allah and Thaichon, Park. 2024. "National brands versus store brands: retailer fight against national brands to improve store brands via a dynamic discount pricing strategy." Operational Research: An International Journal. 24 (4). https://doi.org/10.1007/s12351-024-00850-9