PhD in Marketing, Lancaster University Management School (LUMS), UK
My primary research interests lie in the field of Consumer Behaviour and Branding Strategy, particularly symbolic consumption and brand image and personality study. My research topics include:
• Brand Image and Personality • Self-Brand Image Congruence • Consumer-Brand Relationships • Self, Identity and Consumption • Branding Strategy: Product/Corporate (Re) Branding • Consumer Buying Behaviour and Consumption Experience • Marketing Communication
Ngamcharoenmongkol, P. (2014), “Consumers, Reference Groups, and Brand Imagery in Approach and Avoidance Behaviours,” In Academy of Marketing – Marketing Dimensions: People, Places, and Spaces, Bournemouth, July, 2014.
Ngamcharoenmongkol, P. (2014), “Consumers and their Brands: A Consumer-Brand Imagery Perspective,” In 48th NIDA Anniversary Annual Conference – Toward ASEAN Development Administration, Bangkok, April, 2014.
Ngamcharoenmongkol, P. and Margaret K. Hogg (2013), “Consumer-Brand Congruence: Identifying and Measuring Positively and Negatively Valued Brands,” In Consumer-Brand Relationships Conference – the (R)evolution of Consumer-Brand Relationships, Boston, MA, May, 2013.
Ngamcharoenmongkol, P., Margaret K. Hogg, and Maria Piacentini (2008), “Self-Image Congruence Effects on Consumers’ Brand Evaluations: Examining the Impact of Approach and Avoidance,” Emerging Issues in Customer Behaviour in Multi-Cultural Societies, Customer Research Academy Workshop Series, 30-31.
Manuscripts in Preparation
Reference Group Brand Usage and Image Congruence: Classifying Positive and Negative Brands
Consumer-Brand Image Congruence: Developing a new method using a Direct with Non-Dimension-Based Approach
Positive vs. Negative Drives for Symbolic Consumption Behaviour: A Self-Image Congruence Perspective
Brand Avoidance Behaviour: A Symbolic Consumption Perspective
Self-Brand Image Congruence: A Critical Review
Corporate Branding Survey: Stakeholders’ Attitudes and Perceptions toward Corporate Social Responsibility Image Dimension, CP ALL Public Company Limited, 2014