Invited Speakers

 

Assoc. Prof. Chuenjit Changchenkit, Kasetsart University, Thailand

Associate Professor Chuenjit Changchenkit is now working at Marketing Department, Faculty of Business Administration, Kasetsart University, Thailand. Her specialized academic field is on Branding, Integrated Marketing Communication, Customer Relationship Management, etc. Besides, working as the assistant to President of Kasetsart University, she is also responsible to business units for KU, including KU Milk, The Premium @ KU shop, KU Book Life Store, KU Home, etc. She puts her effort to make every business units gain higher profitability. She has done many research papers to analyze consumer behavior towards KU milk, due to the new KU policy to push the revenues from retailing markets. Enhancing customer experience via the marketing activities, both online and offline, seems to have higher opportunities to the brand and create higher brand awareness from new market, especially from the young generations. She is now proposing the sustainability marketing model to KU Milk, which can be the role model or successful case study for other business units in the university. Kasetsart University has been long time perceived as the institution to promote the sustainability concept and to boost the agricultural sector in Thailand. Therefore, the sustainability marketing model aims to retain long run business growth and do the sustainable program to support the economic, society and environment. All of these will be her next challenge.
 

Title: Sustainability Marketing Model for Pasteurized Milk Products in Thailand
Abstract: Food marketing plays an important role in Thailand market. Pasteurized milk products in this study were launched by one of the business units of the university who sets the strategic positioning to be “Knowledge of the Land” promoting agricultural sectors and delivering good living for people in the country. Pasteurized milk product goals are, therefore, set for the sustainability, meanwhile, meet the satisfactorily profitable performance. According to the prior research, consumer engagement with the brand was in the high level, especially from trustworthiness of product standardized production and product quality. As for the brand experience dimensions, consumers felt pride of the brand from its strong positioning to help farmers and be responsible to the society. The prominent factors affecting consumers’ purchasing intention was the intellectual activities that brand made to enhance consumers’ knowledge about the brand’s high nutritious value delivery to consumers. Sustainability marketing model has been proposed to drive the product brand for greater success in the future. Theoretically, sustainability marketing has three dimensions, which is, the economics, society and environment factors. The economic dimension of pasteurized milk products has been set to boost the agricultural sectors from academic research to enrich the high fiber nutrient for dairy heifer feeding. Besides, the society dimension of pasteurized milk products has been delivered through the CSR program from internal to external stakeholders. Finally, the environment dimension has been raised by customer engagement to save the good environment with no bag campaign and invent the upcycling products from product and production waste.

 

 

Prof. Chengyue Yin, Northeast Normal University, China

Cheng-Yue YIN graduated from Jilin University, China, in 2007 with a Ph.D. in Management. He is a Marketing Professor at the School of Economics and Management, Northeast Normal University, China. His research interests include consumer behavior, service marketing, and brand management. In recent years, he has published over 50 academic papers, with representative works appearing in high-impact international journals such as the Journal of Business Research, Tourism Management, Journal of Hospitality Marketing & Management, Annals of Tourism Research, and Journal of Marketing Management. He has led two National Social Science Fund projects, one National Natural Science Fund project, and one Humanities and Social Sciences Fund project of the Ministry of Education.
Professor Cheng-Yue YIN has long been a reviewer for several renowned management journals in China, including Nankai Business Review and Management Review and SSCI-indexed journals such as Asia Pacific Journal of Marketing and Logistics, Journal of Business Research, and Journal of Consumer Behaviour. His teaching spans undergraduate, master's, and doctoral levels, and he has been honored with the title "Most Popular Teacher among MBA Students.
 

Title: The Impact of Perceived Busyness on the Willingness to use Quantified-self Products
Abstract: The term "busy" is commonly used in everyday conversation. As society has evolved, busyness has become a prevalent social and psychological phenomenon. In recent years, marketing scholars have focused more on individuals' subjective perceptions of self-busyness rather than objective busyness measures. They have highlighted several ways busyness affects consumer behavior, including its influence on perceived social status, self-control, the adoption of new products, charitable donations, levels of abstract thinking, and the desire for variety. Along this line of research, we aim to explore the impact of self-busyness perception on the intention to use quantified self-products. Through three experiments, the study found that when consumers perceive themselves as busy, their willingness to use quantified self-products significantly increases. The results also revealed that self-control partially mediates in this process, while the presence of others serves as a moderating factor. Specifically, compared to private settings, consumers who feel busy exhibit higher self-control levels when accompanied by others, resulting in an increased willingness to use quantified self-products. The research findings enhance existing studies on busyness and the quantified self, offering innovative insights for corporate practices.