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The application of brand personality concept to the city context in Thailand

Author

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  • Sarun Amatyakul

    (Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen, Thailand)

  • Kawpong Polyorat

    (Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen, Thailand)

Abstract

Employees are important assets of an organization in the current knowledge economy. Thus, the issue on their behavior should be more emphasized and discussed. This study researches how self-exploration/self-exploitation comes into being and their follow-up effect based on the exploration/exploitation in organization. The former discusses the effect of self-exploration/self-exploitation due to personality traits and organizational structure, the results of which were then used to discuss whether organizational structure would affect expatriates' adjustment to foreign assignment. We used multiple regression analysis to test the relationship between self-exploration/selfexploitation, personality traits, organizational structure and expatriates' adjustment to foreign assignment. Additionally, the mediation effect of self-exploration on the relationship between personality traits and expatriates’ adjustment to foreign assignment was studied. Through this empirical research, we provide insights into human resource management and future research.

Suggested Citation

  • Sarun Amatyakul & Kawpong Polyorat, 2018. "The application of brand personality concept to the city context in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(2), pages 54-64.
    • Handle: RePEc:apb:jabsss:2018:p:54-64
    DOI: 10.20474/jabs-4.2.1
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    References listed on IDEAS

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    Cited by:

    1. Nunu Lugina & Dedi Rudiana & Asep Budiman & Adhitya Rahmat Taufiq, 2019. "The Role of Awareness in Creating Cultural Brand Through Identity (Case of Indonesian Batik)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 119-130.
    2. Pasaribu Shinta Marito & Mulyana Deden & Rinandiyana R. Lucky Radi & Taufiq Adhitya Rahmat, 2019. "Building the Brand Identity through Brand Differentiation Based Value of Culture and Locally-global Product Principles (Case on the City of Art)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(2), pages 63-73.
    3. Huang-Chen Lu & Ming-Chyuan Ho, 2017. "A Study on Designing the Identity of a Product," Journal of ICT, Design, Engineering and Technological Science, Juhriyansyah Dalle, vol. 1(2), pages 48-55.
    4. Lelai Xu, 2019. "The Prevalence and Effectiveness of Price Promotion on Amazon," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(4), pages 177-185.

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