Editorial

Abstract

are glad to present to you the second  issue  of this journal for the year 2021 .  The articles in this issue are from scholars who  presented their research on  actual business cases from the field.

The article “ The Determinant Factors of  Purchase Intention of Luxury Handbags:  A Case Study of Top Three Brands in Bangkok”  by  Juamas Wongsawan and  Chompu Nuangjamnong presents that  social value, perceived luxury value, eWOM, and brand loyalty factors have  significant influences on  purchase intention of luxury handbags in Bangkok.  Trust is the variable that has  no significant  influence on the  purchase intention.

The second article authored by Vassa Mahujchariyawong and Chompu Nuangjamnong with the title “ The Effect of Japanese-Style Advertising on Purchase Intention through Advertising Attitude and Consumer Perception”  presents  main findings that  support that Japanese-style advertising influences advertising attitude and consumer perception; and advertising and consumer perceptions influence purchase intention.

These articles  in this issue  present an array of relevant findings that contributes to new perspectives and possible application in developing products and sales in  business especially for niche groups of consumers.