Khattiya*, S., Wongpan, S., & Jumpa, N. (2025). The Impact of Brand Equity Perception on Consumer Purchase Decision: A Case Study of a Local Retail Business in Upper Northern Thailand. Journal of Management Science, Ubon Ratchathani University, 14(1), 52–72. retrieved from https://so03.tci-thaijo.org/index.php/jms_ubu/article/view/280768