Gulthawatvichai, Sarist
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Preferred name
Gulthawatvichai, Sarist
Main Affiliation
Email
sarist.gu@kmitl.ac.th
3 results
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Item type:Publication, Mediating role of sports team reputation: The relationships between team brand association, satisfaction, and loyalty in professional thai football league(2021-01-01); Past research on team brand association tended to focus on specific attributes in the spectator’s mind, linked to the team brand’s image, without taking sports team reputation into consideration. Sports team reputation is the collective perception by individuals who store their experiences or other forms of communication with the sports team, over time. Sports team reputation has been shown to have a strong influence on spectator’s experience, attitude, and behaviour. However, the relationship between brand association and reputation has not been established in sports marketing context. This study aims to examine the direct and the mediating effects of sports team reputation on the relationship between team brand association, satisfaction, and loyalty. Survey questionnaires were distributed to spectators who physically attended home games in professional Thai football league in 2017 (N = 1,600). The results suggest that sports team reputation can be improved by focusing on team brand association while satisfaction and loyalty can be enhanced by increasing sports team reputation. Sports team reputation plays a mediating role in the causal relationship between team brand association, satisfaction and loyalty in professional Thai football league. The highlight of this study comes from revealing sports team reputation as an outcome of a communication process by which individuals develop an emotional reaction and perception to actions associated with a sports team. These findings can be advantageous to managers who are involved in the reputation management process as they try to maintain their existing spectator base and to encourage new spectators. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The mediating role of psychological capital in linking environmental dynamism to entrepreneurial persistence among nascent entrepreneurs in China(2026-01-01); The paper examines the impact of environmental dynamism on personal outcomes (goal achievement, happiness) and psychological capital (PsyCap) of nascent entrepreneurs through a mediator. A quantitative survey (cross-sectional survey) was done on 136 nascent Chinese entrepreneurs, and regression and mediation analysis were done using SPSS to test hypothesised relationships. The findings indicate that environmental dynamism essentially decreases goal achievement, happiness, and PsyCap, whereas PsyCap is a powerful predictor of these positive results and mediates the relationship between environmental turbulence and personal outcomes, which demonstrates a defensive feature of PsyCap in turbulent environments. In practice, the results highlight the necessity to establish PsyCap through training, mentoring, and incubator assistance and encourage policymakers and educators to supplement financial/institutional interventions with psychological capacity-building. This piece of work is important as it focuses on the individual results of firms rather than companies and emphasises the environmental factors, psychological resources, and well-being to make PsyCap an entrepreneurial sustainability strategic resource. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Entrepreneurial Self-efficacy and Extreme Decision-making: The Unexpected Influence of Entrepreneurial Personality(2024-01-01); The two main goals of this paper are to (a) examine how entrepreneurial self-efficacy (ESE) affects decision-making among nascent entrepreneurs and (b) examine the moderating role of entrepreneurial personality. A 2x2 between-subjects online randomized experiment was carried out. A sample of 48 Bangkok-based business school students who functioned as the study’s nascent entrepreneurs’ representatives was used to collect data for two sessions. Multiple linear regression was used to assess the research hypotheses. The findings show that extreme decision-making and nascent entrepreneurs’ ESE are positively correlated; an increase in ESE causes an increase in extreme decision-making. The effect of ESE on decision-making, however, was not found to be positively moderated by entrepreneurial personality. The results of this study have important academic and practical implications for both academic institutions and nascent entrepreneurs. When encouraging ESE and entrepreneurial decision-making, it is important to consider the too-much-of-a-good-thing (TMGT) effect.