Is Salesperson Attractiveness a Boon or a Bane? The Moderating Role of Perceived Labor Cost‐To‐Price Ratio in Retail Bargaining

Apiradee Wongkitrungrueng , Diogo Hildebrand , Sankar Sen , Krittinee Nuttavuthisit
Journal of Consumer Psychology 30 ( 3) 447 -465

8
2020
The role of live streaming in building consumer trust and engagement with social commerce sellers

Apiradee Wongkitrungrueng , Nuttapol Assarut
Journal of Business Research 117 543 -556

441
2020
Customer deference to service providers in ordinary service encounters

Apiradee Wongkitrungrueng , Krittinee Nuttavuthisit , Teodora Szabo-Douat , Sankar Sen
Journal of Service Theory and Practice 29 ( 2) 189 -212

7
2019
Exploring consumer power triggers in retail and service settings

Apiradee Wongkitrungrueng
International Journal of Services and Operations Management 34 ( 4) 421

5
2019
Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

Apiradee Wongkitrungrueng , Nassim Dehouche , Nuttapol Assarut
Journal of Marketing Management 36 488 -518

142
2020
FACEBOOK LIVE AND APPAREL SHOPPING: A CASE FROM THE WORLD’S SOCIAL-COMMERCE LEADER

Apiradee Wongkitrungrueng ,
2017 Global Fashion Management Conference at Vienna 2017 166 -167

2017
THE INFLUENCE OF FIRM/INDUSTRY PERFORMANCE ON CONSUMER WELL-BEING

Apiradee Wongkitrungrueng , , Nakarin Amarase , Nuntanid Thongsri
Global Fashion Management Conference 2019 188 -191

2019
19
2018
When art meets mall: impact on shopper responses

Ana Vukadin , Apiradee Wongkitrungrueng , Nuttapol Assarut
Journal of Product & Brand Management 27 ( 3) 277 -293

31
2018
Exploring how and why consumers create unintended uses of products

Apiradee Wongkitrungrueng
International Journal of Business Innovation and Research 16 ( 1) 453 -470

11
2018
The Path of ‘No’Resistance to Temptation: Lessons Learned from Active Buddhist Consumers in Thailand

Apiradee Wongkitrungrueng , Panitharn Juntongjin
Religions 13 ( 8) 742

2022
Beyond skin-deep: Triple roles of salesperson attractiveness and consumer bargaining styles

Apiradee Wongkitrungrueng , Krittinee Nuttavuthisit , Sankar Sen
Journal of Global Scholars of Marketing Science 34 ( 2) 283 -304

1
2024
Would Being Exposed to the High Shelf Make You Choose Chocolate More?

Apiradee Wongkitrungrueng , Sankar Sen
ACR Asia-Pacific Advances

2012
Live Streaming, Social Consumer Selling, and Consumer Trust--Model

Apiradee Wongkitrungrueng , Nuttapol Assarut
Journal of Business Research

Metaverse meets branding: examining consumer responses to immersive brand experiences

Apiradee Wongkitrungrueng , Lokweetpun Suprawan
International Journal of Human–Computer Interaction 40 ( 11) 2905 -2924

91
2024
Looking up or looking down makes you indulge more: The fit between store shelf cues and consumer dispositional power

Apiradee Wongkitrungrueng , Ana Valenzuela , Sankar Sen
Advances in Consumer Research 42 714 -715

5
2014
Powerfulness as a License to Indulge

Apiradee Wongkitrungrueng