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AEC and Thailand Brand

Author

Listed:
  • Yupin Patara

    (Chulalongkorn University, Thailand)

  • Nicha Tanskul

    (Chulalongkorn University, Thailand)

Abstract

This paper is aiming at finding the way to support Thai products/manufacturers when it is not ready to compete with other products from AEC countries by utilizing the concept of ethnocentrism and animosity as well as cultural collectivism as a protection against the influx of other countries. Previous study has shown that people with higher ethnocentrism will have less favorability towards foreign product when the product is unnecessary. While, country of origin may have influence towards necessary product, nevertheless, animosity can reduce the preference towards that necessary product that is highly value in terms of country of origin in other country.

Suggested Citation

  • Yupin Patara & Nicha Tanskul, 2013. "AEC and Thailand Brand," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
    • Handle: RePEc:tkp:tiim13:s1_267-268
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