Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/154570
|
| Title: | 探討品牌激進主義與真實性在泰國政治極化中的影響
Exploring the Impact of Brand Activism and Authenticity Amidst Thailand’s Political Polarization |
| Authors: | 吳水珠
Anurakputti, Vongploy |
| Contributors: | 鄭怡卉
Cheng, I-Huei
吳水珠
Vongploy Anurakputti |
| Keywords: | 品牌行動主義
感知真實性
政治意識形態
組織-公眾關係（OPR）
泰國
brand activism
perceived authenticity
political ideology
organization-public relationship (OPR)
Thailand |
| Date: | 2024 |
| Issue Date: | 2024-12-02 11:22:13 (UTC+8) |
| Abstract: | 本研究探討品牌行動主義對組織-公眾關係（OPR）的影響，並以感知真實性作為中介，研究泰國政治極化環境中的品牌行動主義。本研究透過實驗設計，探討感知真實性如何中介品牌行動主義與OPR之間的關係，OPR包括信任、承諾和滿意度等面向。此外，本研究也探討政治意識形態與系統辯護，以及品牌立場與消費者政治意識形態的一致性，是否具調節中介效果，即調節品牌行動主義對感知真實性的的影響。研究結果顯示，不論政治保守程度、系統辯護或品牌立場與消費者意識形態的一致性如何，品牌表達立場皆能夠透過加強感知真實性來提升OPR。本研究擴展了品牌行動主義在泰國等政治波動市場中的研究，也為顯示品牌在政治議題的參與上，適當溝通策略有助建立信任公眾關係。
This study investigates the effects of brand activism on organization-public relationship (OPR) through perceived authenticity as a mediator in the context of Thailand’s politically polarized environment. Using an experimental design, this research explores how perceived authenticity mediates the relationship between brand activism and OPR represented by dimensions of trust, commitment, and satisfaction. Furthermore, this research explores whether political ideology and system justification interact with brand activism to influence the level of perceived authenticity, as well as whether the alignment between a brand’s stance and consumers’ own political ideology moderates the mediation effect. The results suggest that taking a stand can enhance the quality of OPR through the strengthened perceived authenticity, regardless of the level of conservativeness, system justification, or the alignment between a brand’s stance and consumers’ ideology. This research expands the study of brand activism into politically volatile markets like Thailand. The findings also offer insights for building trust and relationships with publics through appropriate communication strategies that highlight brands’ political engagement. |
| Reference: | Aim, S. (2024). Social Media and the DIY Politics in Thailand’s 2023 Election. Pacific Affairs, 97, 99-116(118). https://doi.org/10.5509/2024971-art5
AmnestyThailand. (n.d.). Freedom of Online Expression. Retrieved May 4, 2024 from https://www.amnesty.or.th/en/our-work/onlinefreedom/
Baker, S., & Martinson, D. L. (2001). The TARES Test: Five Principles for Ethical Persuasion. In Ethics and Professional Persuasion (1 ed., pp. 148-175). Routledge.
BangkokPost. (2020). Sansiri pioneers as the first company in Thailand to sign up to the ‘UN Global Standards of Conduct for Business’. Retrieved May 4, 2024 from https://www.bangkokpost.com/thailand/pr/1925800/sansiri-pioneers-as-the-first-company-in-thailand-to-sign-up-to-the-un-global-standards-of-conduct-for-business
BangkokPost. (2024). Court dissolves Move Forward Party. Bangkok Post. Retrieved September 23, 2024 from https://www.bangkokpost.com/thailand/politics/2843182/court-dissolves-move-forward-party
Bedendo, M., & Siming, L. (2021). To Advocate or Not to Advocate: Determinants and Financial Consequences of CEO Activism. British Journal of Management, 32(4), 1062-1081. https://doi.org/https://doi.org/10.1111/1467-8551.12459
Bhagwat, Y., Warren, N. L., Beck, J. T., & Watson, G. F. (2020). Corporate Sociopolitical Activism and Firm Value. Journal of Marketing, 84(5), 1-21. https://doi.org/10.1177/0022242920937000
Blasi, G., & Jost, J. T. (2006). System Justification Theory and Research: Implications for Law, Legal Advocacy, and Social Justice. California Law Review, 94(4), 1119-1168. https://doi.org/10.2307/20439060
Boonchutima, S., & Tonsaithong, C. (2024). Challenging Gender Roles in the Environmental Issues: The Role of Brand Activism in Thai Media and Communication Strategies. In (1st ed., pp. 19). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781032670508-11/challenging-gender-roles-environmental-issues-smith-boonchutima-chanajai-tonsaithong
BrandInside. (2020). ถึงเวลาแล้วหรือยังที่ “แบรนด์ในยุคใหม่” ต้องกล้าแสดงจุดยืนทางการเมือง? [Is it time for “new era’s brands” to dare take a political stance?]. Retrieved January 19, 2024 from https://brandinside.asia/brand-vs-political-standpoint/
Britannica. (n.d.). Yellow shirts and red shirts. Retrieved February 15, 2024 from https://www.britannica.com/biography/Thaksin-Shinawatra
Buttle, F. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254. https://doi.org/10.1080/096525498346658
Cambridge. (n.d.). Authenticity. In Cambridge Dictionary. https://dictionary.cambridge.org/dictionary/english/authenticity
Cammarota, A., D'Arco, M., Marino, V., & Resciniti, R. (2023). BRAND ACTIVISM: A Literature Review and Future Research Agenda. International Journal of Consumer Studies, 47(5), 1669-1691. https://doi.org/10.1111/ijcs.12967
Carroll, R., Cadet, F. T., & Kachersky, L. (2022). Authenticity attracts authenticity: The impact of brand authenticity and self-authenticity on brand loyalty. Journal of Brand Strategy, 10(4). https://www.ingentaconnect.com/content/hsp/jbs/2022/00000010/00000004/art00006
Chachavalpongpun, P. (2020). Constitutionalizing the Monarchy: Uncompromising Demands of Thai Protesters. Journal of International Affairs, 73(2), 163-172. https://www.jstor.org/stable/26939972
Chaloemchatwanit, P. (2021). ขับเคลื่อนธุรกิจไปพร้อมกับประชาธิปไตย คุยกับ โน้ต-ณัฐพล คงสุวรรณ CEO แห่ง Eve’s [Driving Business Along with Democracy: A Talk with Note-Natthapol Kongsuwan, CEO of Eve’s]. TheMatter. https://thematter.co/social/interview-with-eves/156506
Cheng, I. H., & Lee, S. T. (2023). Timeliness, responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building. Public Relations Review, 49(4), 102355. https://doi.org/https://doi.org/10.1016/j.pubrev.2023.102355
D’Arco, M., Cammarota, A., Marino, V., & Resciniti, R. (2024). How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology. Journal of Global Marketing, 1-18. https://doi.org/10.1080/08911762.2024.2368467
Dodd, M. D., & Supa, D. (2015). Testing the Viability of Corporate Social Advocacy as a Predictor of Purchase Intention. Communication Research Reports, 32(4), 287-293. https://doi.org/10.1080/08824096.2015.1089853
Dodd, M. D., & Supa, D. W. (2014). Conceptualizing and Measuring “Corporate Social Advocacy” Communication: Examining the Impact on Corporate Financial Performance. Public Relations Journal, 8. http://www.prsa.org/Intelligence/PRJournal/Vol8/No3/
Edelman. (2018, October 2, 2018). Two-Thirds of Consumers Worldwide Now Buy on Beliefs. Retrieved November 17, 2023 from https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy-beliefs
Edelman, R. (2023, February 3, 2023). Companies Must Not Stay Silent. Retrieved November 12, 2023 from https://www.edelman.com/insights/companies-must-not-stay-silent
Edwards, L. (2010). Authenticity in organizational context: Fragmentation, contradiction and loss of control. Journal of Communication Management, 14, 192-205. https://doi.org/10.1108/13632541011064481
Eldridge, S. (2024, Mar 31, 2024). Political Spectrum. Retrieved April 11, 2024 from https://www.britannica.com/topic/political-spectrum
Flores, G., Lina, J., Tulayba, A., Viray, A., & Etrata, A., Jr. (2022). Does Political Ideology of Brands Impact Consumer Buying Behavior? KINFORMS, 17, 100-127. https://doi.org/10.55819/mrij.2022.17.1.100
Freeden, M. (2001). Ideology: Political Aspects. In N. J. Smelser & P. B. Baltes (Eds.), International Encyclopedia of the Social & Behavioral Sciences (pp. 7174-7177). Pergamon. https://doi.org/https://doi.org/10.1016/B0-08-043076-7/01154-2
Freeden, M. (2006). Ideology and political theory. Journal of Political Ideologies, 11(1), 3-22. https://doi.org/10.1080/13569310500395834
FreedomHouse. (2022). Thailand: Freedom in the World 2022 Country Report. Retrieved May 4, 2024 from https://freedomhouse.org/country/thailand/freedom-world/2022
Gadavanij, S. (2019). Contentious polities and political polarization in Thailand: Post-Thaksin reflections. Discourse & Society, 31(1), 44-63. https://doi.org/10.1177/0957926519877695
Grazzini, L., Acuti, D., Mazzoli, V., Petruzzellis, L., & Korschun, D. (2020). Standing for politics: What consequences for brands? Italian Journal of Marketing, 2020(1), 49-65. https://doi.org/10.1007/s43039-020-00001-w
Green, T., & Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28(1), 48-56. https://doi.org/10.1108/07363761111101949
Hanbury, M. (2019). People are trashing their razors to protest Gillette's controversial ad about toxic masculinity. Business Insider. Retrieved March 12, 2024 from https://www.businessinsider.com/gillette-razor-protest-after-controversial-ad-2019-1
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18, 38-52. https://doi.org/10.1002/dir.10073
Hinz, E. (2022). What happened to Thailand's protests? Retrieved December 1 from https://www.dw.com/en/thailand-what-happened-to-mass-anti-government-protests/a-61861179
Hoewe, J., & Hatemi, P. K. (2017). Brand Loyalty Is Influenced by the Activation of Political Orientations. Media Psychology, 20(3), 428-449. https://doi.org/10.1080/15213269.2016.1202839
Hon, L., & Grunig, J. (1999). Guidelines for Measuring Relationship in Public Relations. https://www.instituteforpr.org/wp-content/uploads/Guidelines_Measuring_Relationships.pdf
Hydock, C., Paharia, N., & Blair, S. (2020). Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy. Journal of Marketing Research, 57(6), 1135-1151. https://doi.org/10.1177/0022243720947682
iLaw. (2024). 13 ปัญหารัฐธรรมนูญ 60 ทำไมรัฐบาลควรรีบมีรัฐธรรมนูญใหม่ [13 Years of the 2017 Constitution. The Reasons Why the Government Should Hurry on Drafting a New Constitution]. Retrieved October 9, 2024 from https://www.ilaw.or.th/articles/21963
Jory, P. (2002). THE VESSANTARA JATAKA, BARAMI, AND THE BODHISATTA-KINGS: The Origin and Spread of a Thai Concept of Power. Crossroads: An Interdisciplinary Journal of Southeast Asian Studies, 16(2), 36-78. http://www.jstor.org/stable/40860799
Jost, J. T. (2017a). The marketplace of ideology: “Elective affinities” in political psychology and their implications for consumer behavior. Journal of Consumer Psychology, 27(4), 502-520. https://doi.org/https://doi.org/10.1016/j.jcps.2017.07.003
Jost, J. T. (2017b). Working class conservatism: a system justification perspective. Current Opinion in Psychology, 18, 73-78. https://doi.org/https://doi.org/10.1016/j.copsyc.2017.08.020
Jost, J. T., & Banaji, M. R. (1994). The role of stereotyping in system-justification and the production of false consciousness. British Journal of Social Psychology, 33(1), 1-27. https://doi.org/https://doi.org/10.1111/j.2044-8309.1994.tb01008.x
Jost, J. T., Banaji, M. R., & Nosek, B. A. (2004). A Decade of System Justification Theory: Accumulated Evidence of Conscious and Unconscious Bolstering of the Status Quo. Political Psychology, 25(6), 881-919. https://doi.org/https://doi.org/10.1111/j.1467-9221.2004.00402.x
Jost, J. T., Federico, C. M., & Napier, J. L. (2009). Political ideology: Its structure, functions, and elective affinities. Annual review of psychology, 60, 307-337.
Jung, J., & Mittal, V. (2020). Political Identity and the Consumer Journey: A Research Review. Journal of Retailing, 96(1), 55-73. https://doi.org/https://doi.org/10.1016/j.jretai.2019.09.003
Jung, K., Garbarino, E., Briley, D. A., & Wynhausen, J. (2017). Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior. Journal of Consumer Research, 44(3), 477-499. https://doi.org/10.1093/jcr/ucx037
Jungblut, M., & Johnen, M. (2021). When Brands (Don’t) Take My Stance: The Ambiguous Effectiveness of Political Brand Communication. Communication Research, 49, 009365022110016. https://doi.org/10.1177/00936502211001622
Kay, A. C., & Jost, J. (2003). Complementary Justice: Effects of "Poor but Happy" and "Poor but Honest" Stereotype Exemplars on System Justification and Implicit Activation of the Justice Motive. Journal of Personality and Social Psychology, 85(5), 823–837.
Khamenkij, R. (2021). คุยกับ 3 แอดมินขนมหวาน เจ้าของแอคฯ ‘No Salim Shopping List’ ผู้สนับสนุนสินค้าประชาธิปไตย [A talk with 3 administrators of ‘No Salim Shopping List’ account who support democracy products]. Prachathai. Retrieved January 9, 2024 from https://prachatai.com/journal/2021/05/92913
Kiatwateeratana, T. (2023). ฌอน POEM : โลกสองใบของยานแม่ที่ฟินาเล่ด้วยใหม่ ดาวิกา vs สุนทรพจน์ถึงอานนท์ นำภา ผ่านเดรสส้มทนายจูน [Sean, the CEO of POEM: Two worlds between the fashion show with the superstar Mai Davika in the finale VS. his speech to Arnon Nampa, lawyer and activist, through the orange dress worn by Jun Sirikarn, the lawyer]. Mutual. Retrieved April 12, 2024 from https://mutualfinding.co/shaun-poem-in-fashion-and-politics/
Kongkirati, P., & Kanchoochat, V. (2018). The Prayuth Regime: Embedded Military and Hierarchical Capitalism in Thailand. TRaNS: Trans -Regional and -National Studies of Southeast Asia, 6(2), 279-305. https://doi.org/10.1017/trn.2018.4
Kotler, P., & Sarkar, C. (2017). “Finally, Brand Activism!”. The Marketing Journal. Retrieved March 11, 2024 from https://www.marketingjournal.org/finally-brand-activism-philip-kotler-and-christian-sarkar/
Krairerk, N. (2020). 10 ปีใน 10 นาที อิหยังวะ? ความขัดแย้งการเมืองไทย [10 years in 10 minutes: political conflicts in Thailand]. Prachathai. Retrieved February 15, 2024 from https://prachatai.com/journal/2020/05/87744
Lakhdhir, L. (2019). To Speak Out is Dangerous: Criminalization of Peaceful Expression in Thailand. Human Rights Watch. Retrieved May 4, 2024 from https://www.hrw.org/report/2019/10/25/speak-out-dangerous/criminalization-peaceful-expression-thailand
Ledingham, J. A., & Bruning, S. D. (1998). Relationship management in public relations: dimensions of an organization-public relationship. Public Relations Review, 24(1), 55-65. https://doi.org/https://doi.org/10.1016/S0363-8111(98)80020-9
Lee, S. T., & Cheng, I. H. (2010). Assessing the TARES as an Ethical Model for Antismoking Ads. Journal of Health Communication, 15(1), 55-75. https://doi.org/10.1080/10810730903460542
Lee, Z., Spry, A., Ekinci, Y., & Vredenburg, J. (2024). From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity. Journal of Brand Management, 31(2), 193-211. https://doi.org/10.1057/s41262-023-00319-8
Lertchoosakul, K. (2023). The May 2023 Elections and the Triumph of Thai Youth Social Movements. criticalasianstudies.org Commentary Board. Retrieved April 23, 2024, from https://doi.org/10.52698/IMCJ3733
Lim, J. S., & Jiang, H. (2021). Linking Authenticity in CSR Communication to Organization-Public Relationship Outcomes: Integrating Theories of Impression Management and Relationship Management. Journal of Public Relations Research, 33(6), 464-486. https://doi.org/10.1080/1062726X.2022.2048953
Lim, J. S., & Young, C. (2021). Effects of Issue Ownership, Perceived Fit, and Authenticity in Corporate Social Advocacy on Corporate Reputation. Public Relations Review, 47(4), 102071. https://doi.org/https://doi.org/10.1016/j.pubrev.2021.102071
Lockhart, B. (2022). Thailand’s Monarchy in Crisis: The Tenth Reign. Southeast Asian Affairs, 362-372. https://www.jstor.org/stable/27206756
Lou, C., Goh, E. Y. S., Chang, D., Tan, H. L., Yap, X. Y., & Zhang, X. (2024). What Is Brand Activism? Explicating Consumers’ Perceptions of Its Characteristics, Authenticity, and Effectiveness. Journal of Interactive Advertising, 1-14. https://doi.org/10.1080/15252019.2024.2346889
Manfredi-Sánchez, J. L. (2019). Brand activism. Communication & Society, 32, 343-359. https://doi.org/10.15581/003.32.4.343-359
Matichon. (2021). แว่นตายี่ห้อดัง จัดโปรฯ ถูกใจคนรักประชาธิปไตย ‘ลงชื่อแก้รธน.-ไล่รัฐบาลบิ๊กตู่’ รับส่วนลด [Famous Eyewear Brand Offers a Promotion for Democracy Lover ‘Sign up to Amend the Constitution - Abolish Prayuth’s Government’ to Get Discount]. Matichon Online. Retrieved May 2, 2024 from https://www.matichon.co.th/news-monitor/news_2800490
Matos, G., Vinuales, G., & Sheinin, D. A. (2017). The Power of Politics in Branding. Journal of Marketing Theory and Practice, 25(2), 125-140. https://doi.org/10.1080/10696679.2016.1270768
McCargo, D. (2021). Disruptors’ dilemma? Thailand’s 2020 Gen Z protests. Critical Asian Studies, 53(2), 175-191. https://doi.org/10.1080/14672715.2021.1876522
Men, L. R., & Tsai, W.-H. S. (2016). Public engagement with CEOs on social media: Motivations and relational outcomes. Public Relations Review, 42(5), 932-942. https://doi.org/https://doi.org/10.1016/j.pubrev.2016.08.001
MirrorThailand. (2022). ฌอน POEM ชวนวงการแฟชั่นลองหันซ้าย เพราะความหลากหลายทางความเชื่อนั้นสำคัญ [Sean, the CEO of POEM, urged Thai fashion industry to try turning ‘left’ because the diversity is important]. The1. Retrieved April 12, 2024 from https://www.the1.co.th/the1today/articles/7994
Mirzaei, A., Wilkie, D., & Siuki, H. (2022). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1-12. https://doi.org/10.1016/j.jbusres.2021.09.044
Moore, P. W. (1973). Corporate Social Reform: An Activist's Viewpoint. California Management Review, 15(4), 90-96. https://doi.org/10.2307/41164465
Moorman, C. (2020). Commentary: Brand Activism in a Political World. Journal of Public Policy & Marketing, 39(4), 388-392. https://doi.org/10.1177/0743915620945260
Mukherjee, S., & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, 37(4), 772-788. https://doi.org/https://doi.org/10.1016/j.ijresmar.2020.02.008
Neureiter, M., & Bhattacharya, C. B. (2021). Why do boycotts sometimes increase sales? Consumer activism in the age of political polarization. Business Horizons, 64(5), 611-620. https://doi.org/https://doi.org/10.1016/j.bushor.2021.02.025
Nguyen, D. T., Le, D. H. A., Truong, L. G., Truong, N. G., & Vu, V. V. (2023). The effect of Generation Z's perceptions of brand activism on brand loyalty: evidence from Vietnam. Asia Pacific Journal of Marketing and Logistics, 35(6), 1494-1512. https://doi.org/10.1108/APJML-02-2022-0165
Novak, A. N., & Richmond, J. C. (2019). E-Racing together: How starbucks reshaped and deflected racial conversations on social media. Public Relations Review, 45(3), 101773. https://doi.org/https://doi.org/10.1016/j.pubrev.2019.04.006
Ophtus. (2021). ร่วมลงชื่อแก้ไข้รัฐธรรมนูญ รื้อระบอบที่ล้มเหลวมากว่า 7 ปี เพื่ออนาคตที่ดีขึ้นของประเทศ OPHTUS ร่วมสนับสนุนวัยรุ่นประชาธิปไตย [Let’s sign up to amend the constitution and abolish the regime that has failed for 7 years, for the better future of the country. Ophtus suppports the teenagers who call for democracy.] https://www.facebook.com/ophtus/posts/pfbid029TvpqAMm8j1Zzvx5R2jcjqKotd9u5o7mg4BQKNYsBdsbyqxPCRhHXNrmsE3quhqZl
Overton, H., Kim, J. K., Zhang, N., & Huang, S. (2021). Examining consumer attitudes toward CSR and CSA messages. Public Relations Review, 47(4), 102095. https://doi.org/https://doi.org/10.1016/j.pubrev.2021.102095
Overton, H., & Xiao, A. (2022). Conscience-driven corporate social advocacy: analyzing moral conviction and perceived motives as predictors of organization-public relationships. Corporate Communications: An International Journal, 27(4), 641-653. https://doi.org/10.1108/CCIJ-12-2021-0138
Prachathai. (2021). Khaosod English deletes report on CP’s ‘LOVE112’ discount campaign at the company’s urging. Prachathai English. Retrieved June 8, 2024 from https://prachataienglish.com/node/9076
Promseemai, S. (2021). การกระทำสำคัญกว่าคำพูด ว่าด้วยการแสดงจุดยืนต่อสังคมของแบรนด์ในเหตุการณ์ทางการเมือง [Action Speaks Louder Than Words: About Brands Taking A Stance in Political Situations]. aday magazine. Retrieved December 18, 2023 from https://adaymagazine.com/not-just-in-ads-but-in-deeds-lions-live/
Regan, H., & Olarn, K. (2024). Paetongtarn Shinawatra to become Thailand’s youngest prime minister in new political shake-up. CNN. Retrieved October 17, 2024 from https://edition.cnn.com/2024/08/16/asia/thailand-paetongtarn-shinawatra-prime-minister-intl-hnk/index.html
Rim, H., Lee, Y., & Yoo, S. (2020). Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators. Public Relations Review, 46(2), 101869. https://doi.org/https://doi.org/10.1016/j.pubrev.2019.101869
Rodyim, M. (2022). Politics of Fear in Thailand : A Study of Thai politics after the Death of King Bhumibo [Doctoral Dissertation, National Chengchi University]. Taipei, Taiwan. https://doi.org/10.6814/NCCU202201672
Rojanaphruk, P. (2019). Thailand's democratic dictatorship. Deutsche Welle. Retrieved February 15, 2024 from https://www.dw.com/en/opinion-thailands-democratic-dictatorship/a-49082008
Saengkanokkul, P. (2021). การติดตั้ง “นายกฯ พระราชทาน” ไว้ในรัฐธรรมนูญ 2560 [Having An Appointed-by-the-King Prime Minister in the 2017 Constitution]. https://progressivemovement.in.th/article/4918/
Sarkar, C., & Kotler, P. (2021). Brand Activism: From Purpose to Action. IDEA BITE PRESS. https://books.google.com.tw/books?id=YkBhzQEACAAJ
Shen, H., & Kim, J.-N. (2012). The Authentic Enterprise: Another Buzz Word, or a True Driver of Quality Relationships? Journal of Public Relations Research, 24. https://doi.org/10.1080/1062726X.2012.690255
Södergren, J. (2021). Brand authenticity: 25 Years of research. International Journal of Consumer Studies, 45(4), 645-663. https://doi.org/https://doi.org/10.1111/ijcs.12651
Sombatpoonsiri, J. (2020). Two Thailands: Clashing Political Orders and Entrenched Polarization. Political Polarization in South and Southeast Asia, 67-79. https://carnegieendowment.org/2020/08/18/two-thailands-clashing-political-orders-and-entrenched-polarization-pub-82438
Songsue. (2021). การแบนสื่อจากการนำเสนอข่าวที่บิดเบือน : จากวันที่มี #แบนสื่อ ในโลกออนไลน์ สู่วันที่สื่อเริ่มเปลี่ยนทาง [ส่องสื่อ X COFACT EP.2] [Banning the media from presenting distorted news: From the day of #MediaBan in the online world to the day media began to change direction]. Retrieved January 8, 2024 from https://blog.cofact.org/songsue2/
SproutSocial. (2018). #BrandsGetReal: Championing Change in the Age of Social Media. Retrieved January 18, 2024 from https://sproutsocial.com/insights/data/championing-change-in-the-age-of-social-media/#key-findings
Teeratanabodee, W. (2023). Thailand’s 2020–2021 Pro-Democracy Protests: Diversity, Conflict, and Solidarity. Journal of Contemporary Asia, 1-25. https://doi.org/10.1080/00472336.2023.2258131
Thai Criminal Code, § 107-112 (1976). https://jla.coj.go.th/th/content/category/detail/id/8/cid/113/iid/121230
Torossian, R. (2019). Why Brands Should Not Take a Political Stand in the Internet Age. PR NEWS. Retrieved November 21, 2023 from https://www.prnewsonline.com/politics-stand-social-internet-Torossian
Varga, S., & Guignon, C. (2014, February 20, 2020). Authenticity. Stanford Encyclopedia of Philosophy. Retrieved March 23, 2024 from https://plato.stanford.edu/entries/authenticity/
Vesper, D., König, C. J., Siegel, R., & Friese, M. (2022). Is use of the general system justification scale across countries justified? Testing its measurement equivalence. British Journal of Social Psychology, 61(3), 1032-1049. https://doi.org/https://doi.org/10.1111/bjso.12520
Vincent, A. (2023). Modern political ideologies. John Wiley & Sons.
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? Journal of Public Policy & Marketing, 39(4), 444-460. https://doi.org/10.1177/0743915620947359
Wannow, S., Haupt, M., & Ohlwein, M. (2024). Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism. Journal of Brand Management, 31(2), 168-192. https://doi.org/10.1057/s41262-023-00326-9
Weber, T. J., Hydock, C., Ding, W., Gardner, M., Jacob, P., Mandel, N., Sprott, D. E., & Van Steenburg, E. (2021). Political Polarization: Challenges, Opportunities, and Hope for Consumer Welfare, Marketers, and Public Policy. Journal of Public Policy & Marketing, 40(2), 184-205. https://doi.org/10.1177/0743915621991103
Weinzimmer, L. G., & Esken, C. A. (2016). Risky business: Taking a stand on social issues. Business Horizons, 59(3), 331-337. https://doi.org/https://doi.org/10.1016/j.bushor.2016.01.007
Winichakul, T. (2021). The Monarchy and Anti-Monarchy: Two Elephants in the Room od Thai Politics and the State of Denial. In P. Chachavalpongpun (Ed.), “Good coup” gone bad : Thailand’s political development since Thaksin’s downfall (pp. 79-108). ISEAS Publishing. |
| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
111461021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111461021 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 102101.pdf | | 3994Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
