| The role of live streaming in building consumer trust and engagement with social commerce sellers A Wongkitrungrueng, N Assarut Journal of business research 117, 543-556, 2020 | 916 | 2020 |
| Live streaming commerce from the sellers’ perspective: implications for online relationship marketing A Wongkitrungrueng, N Dehouche, N Assarut Journal of Marketing Management 36 (5-6), 488-518, 2020 | 318 | 2020 |
| The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing E Chandrruangphen, N Assarut, S Sinthupinyo Cogent Business & Management 9 (1), 2034238, 2022 | 50 | 2022 |
| When art meets mall: Impact on shopper responses A Vukadin, A Wongkitrungrueng, N Assarut Journal of Product & Brand Management 27 (3), 277-293, 2018 | 40 | 2018 |
| Dairy products market segmentation: The effects of country of origin on price premium and purchase intention S Unahanandh, N Assarut Journal of International Food & Agribusiness Marketing 25 (2), 122-133, 2013 | 27 | 2013 |
| Impact of green supply chain management practices on employee engagement and organizational commitment: mediating role of firm performance K Visamitanan, N Assarut Global Business Review, 09721509211018569, 2021 | 17 | 2021 |
| Foreign food consumption as an extraordinary experience: A comparative study on the perceived value of Japanese and Thai consumers W Uehara, N Assarut Tourism: An International Interdisciplinary Journal 68 (2), 120-129, 2020 | 17 | 2020 |
| Winning CSR strategies for the talent war P Srisuphaolarn, N Assarut Social Responsibility Journal 15 (3), 365-378, 2019 | 17 | 2019 |
| Determinants of green product purchase intentions: The roles of environmental consciousness and product attributes N Assarut, P Srisuphaolarn ChulalongKom 32, 108-122, 2012 | 16 | 2012 |
| Entrepreneur mindset, social capital and adaptive capacity for tourism SME resilience and transformation during the COVID-19 pandemic K Pongtanalert, N Assarut Sustainability 14 (19), 12675, 2022 | 15 | 2022 |
| Shopping Motivation in Live Streaming: A Means-End Chain Approach E Chandrruangphen, N Assarut, S Sinthupinyo 2nd International Conference on Research in Management, 28-41, 2021 | 13 | 2021 |
| Clustering Cyberspace Population and the tendency to Commit Cyber Crime: A Quantitative Application of Space Transition Theory. N Assarut, P Bunaramrueang, P Kowpatanakit International Journal of Cyber Criminology 13 (1), 2019 | 13 | 2019 |
| Attitude toward the elderly and social interaction: Approach toward an intergenerational society S Eiamkanchanalai, N Assarut, S Surasiengsunk Kasetsart Journal of Social Sciences 40 (3), 609-618, 2019 | 13 | 2019 |
| The impact of perceived counterfeit luxury brand proliferation on luxury brand values and patronage intention N Srisomthavil, N Assarut Market-Tržište 30 (1), 41-60, 2018 | 13 | 2018 |
| Antecedents of IoT adoption in food supply chain quality management: an integrative model P Opasvitayarux, S Setamanit, N Assarut, K Visamitanan Journal of International Logistics and Trade 20 (3), 135-170, 2022 | 11 | 2022 |
| Consumer innovativeness and opinion leadership: revisiting consumer characteristics in new product diffusion model S Eiamkanchanalai, N Assarut Global Business and Economics Review 18 (1), 15-27, 2016 | 9 | 2016 |
| The influence of corporate social responsibility on work engagement and organizational commitment P Srisuphaolarn, N Assarut Chulalongkorn Business Review 38 (4), 68-92, 2016 | 6 | 2016 |
| The Effect of Previous Experience and Travel Motivation on Behavioral Intention: Moderating the Influence of the New-Age Elderly of an Emerging Country S Saribut, K Na-Nan, N Assarut International Journal of Applied Business and Economic Research 15 (10), 103-120, 2017 | 5 | 2017 |
| Why we buy what we do not want to buy? Effect of filed pressure on willingness to buy in face to face service encounter I Furukawa, A Nuttapol, M Kao Journal of Marketing Thought 1 (1), 1-12, 2014 | 5 | 2014 |
| Effects of innovation characteristics and emotional attachment on adoption of the digital magazine S Eiamkanchanalai, N Assarut Proceedings of the International Conference on e-Learning, e-Business …, 2012 | 5 | 2012 |
Apiradee WongkitrungruengMahidol University International CollegeVerified email at mahidol.edu
