Nutteera Phakdeephirot

Co-branding Partner Selection and Consumer Behavior in New-Style Tea Beverages: Evidence from Naixue

ABSTRACT: This study examines the associations of brand-related factors with perceived value and Perceived Brand Attitude, evaluates the pathways through which internal evaluations relate to Behavioral Intention and Behavior, and develops recommendations for improving conversion...

Co-branding Partner Selection and Consumer Behavior in New-Style Tea Beverages: Evidence from Naixue

ABSTRACT: This study examines the associations of brand-related factors with perceived value and Perceived Brand Attitude, evaluates the pathways through which internal evaluations relate to Behavioral Intention and Behavior, and develops recommendations for improving conversion...

Evaluating Leisure Tourism Development in the Central Urban Areas of Chengdu and Chongqing: Tourist Perceptions, Constraints, and the Moderating Role of Travel Frequency

ABSTRACT: Against the backdrop of the ongoing construction of the Chengdu Chongqing economic circle, the central urban area has become an important window for observing the quality of urban leisure tourism. This article takes 6 central urban areas in Chengdu and 9 central urban a...