Sasin Journal of Management, Volume 18, Number 1, 2013

SJM Current Issue: Maximizing Opportunities in the AEC

  • Ms. Artirat Charukitpipat
    Chief People Officer, Bumrungrad International Hospital
  • Mr. Charles Clinton
    Group Human Resources Director, Anantara Hotels, Resorts & Spas
  • Mr. Phongstorn Ermongkonchai
    Chief of Finance, Corporate Planning and Administration, Thai Yamaha Motor Co., Ltd.


Sasin Journal of Management, Volume 18, Number 1, 2013

Franco GandolfiTo What Extent Does Symbolic Appeal have an Effect on Narcissistic Consumers?

Miss Wantida Pangwirunrak is a Ph.D. Candidate of Faculty of Psychology, Chulalongkorn University; Assistant Professor Dr. Kakanang Maneesri is the Dean of Faculty of Psychology, Chulalongkorn University.

This paper presents empirical evidence demonstrating the existence and extent of the symbolic appeal effect on narcissistic consumers. The research design comprises experimental field studies of two groups: those who received the symbolic appeal product and those who received a product with a functional appeal. The difference is the first study focused on proving a symbolic appeal effect on consumer responses in the pre-purchase stage with internal validity and therefore was conducted on two hypothetical product brands (drinking water and highlighter pens). The second study aimed to expand the inference into a real-life context (high external validity) as well as to investigate whether the impact stays until the post-purchase stage. Therefore, it was carried out on two brands that actually exist in the market. The Structure Equation Model (SEM) technique was employed for the analysis. The results show that product appeal has a moderating effect across products in both the pre and post decision stage. In the symbolic appeal condition model, narcissism has an effect on consumer response. On the other hand, in the functional appeal condition model, the effect is absent. The results suggest that symbolic appeal can be very meaningful when trying to penetrate the segment of narcissistic consumers.

Franco GandolfiDeveloping an Integrated Conceptual Framework for Achieving Competitive Advantage with Lifetime Customer Management

Sasin Graduate Institute of Business Administration of Chulalongkorn University: Associate Professor Sathit Parniangtong, Ph.D. is a faculty member in Management and Strategy; Takamasa Fujioka, Ph.D. is a faculty member in Management and Strategy, and a research fellow at Management Center of Graduate School of Social Science of Hiroshima University, Japan.

An increasing number of firms have begun to treat customers as assets because of the value that can be derived from their long-lasting relationships with the companies. Through the use of a market-opener product, a company can begin a relationship with its new customers to realize full potential over the lifetime of the relationship. For example in a commercial bank case, a newly MBA graduate is qualified for a car loan at prime plus 5 percent. Given his potential, a bank may offer a 1 percent discount, hoping that he may become a customer for a housing loan, credit card and personal loan as his relationship with the bank progresses. Another more common way of increasing customer lifetime value is to provide a migration path for customers. For example, Lego gets toddlers started with Duplo blocks and offers increasingly sophisticated products for older children, thus keeping customers into their teenage years (Cool and Paranikas 2011). Gerber adopted a similar tactic by offering infant milk formula for infants, first solid foods (cereals and pureed fruits and vegetables) for supported sitters, meats and cereals and desserts for sitters, chunks to help babies learn to chew for crawlers, entrees for toddlers, and full meals and snacks for preschoolers…

Franco GandolfiTrading Differences among Different Trader Types in Thai Stock Market

Mr. Tearasuit Puthpongsiriporn is a graduate of Sasin Graduate Institute of Business Administration of Chulalongkorn University’s finance Ph.D. program; Assistant Professor Pattarake Sarajoti, Ph.D. is a faculty member in Finance at Sasin Graduate Institute of Business Administration of Chulalongkorn University.

Relying on the order book of Thai stock market, we highlight the differences in trading aggressiveness of different trader types of Thai stock market.  The results show that each trader type reacts differently to changes in a suggested set of deterministic factors and yields differently from trading aggressiveness.