https://so03.tci-thaijo.org/index.php/RMUTT-Gber/issue/feed RMUTT Global Business and Economics Review 2024-04-11T00:00:00+07:00 รศ. ดร.สุรีรัตน์ อินทร์หม้อ globalbusinessjournal@rmutt.ac.th Open Journal Systems <p><strong>RMUTT Global Business and Economics Review</strong> เป็นแหล่งเผยแพร่ผลงานวิชาการทางด้านบริหารธุรกิจและเศรษฐศาสตร์ให้แก่นักวิชาการตลอดจนผู้ที่สนใจทั้งในภาครัฐและเอกชน สามารถนำไปอ้างอิงและนำองค์ความรู้ไปใช้ประโยชน์สำหรับบุคคล องค์กร ทั้งในระดับชาติและระดับนานาชาติ</p> https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/269208 EXPORT DEMAND FOR THAILAND'S KING OF FRUIT 2023-11-28T15:09:26+07:00 Poomthan Rangkakulnuwat poomthan_r@yahoo.com <p>This paper aims to find the determinant of Thailand’s king of fruit exports based on the gravity model. Several primary econometrics methods apply to the gravity model applying to Thailand’s durian export. The result indicates that the country-pair and time-fixed effect PML with interaction regarding the landlock and time dummy variables give the most logical results. The empirical results suggest that enhancing labor productivity in durian cultivation is a strategy to increase durian cultivation and export. Durian exporters might use the lower price strategy to enhance their income. Thailand’s durian exporters should find a specific country in each income-level group where most people love durian.</p> 2024-04-11T00:00:00+07:00 Copyright (c) 2024 ภูมิฐาน รังคกูลนุวัฒน์ https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/275549 INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS 2024-02-22T18:08:55+07:00 Yingxi Liu liu_yi@mail.rmutt.ac.th Sukontip Wongpun sukontip_w@rmutt.ac.th <p>In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enhancing customer identification with the brand is crucial for the long-term development of an enterprise. This article seeks to provide an in-depth understanding of how emotional marketing affects customer identification with Chinese local cosmetics brands. Employing a quantitative approach, this study sampled 468 participants from online consumers of Chinese local cosmetics. Structural Equation Modeling (SEM) was utilized as a data analysis technique. The results of the study indicated that emotional marketing had a positive and significant impact on customer identification.</p> 2024-04-11T00:00:00+07:00 Copyright (c) 2024 ญิงซี ลิว, สุคนธ์ทิพย์ วงศ์พันธ์