Kittichai "Tu" Watchravesringkan

Kittichai (Tu) Watchravesringkan is an Assistant Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina at Greensboro. He earned a PhD in Retail and Consumer Sciences with a minor in marketing from the University of Arizona. His MS and a BS, also in Retail and Consumer Sciences, are both from the University of Tennessee at Knoxville. As a native of Thailand, he also holds a BS in Biotechnology from King Mongkut’s Institute of Technology at Ladkrabang. As a graduate student at the University of Arizona, he was the recipient of several honors and awards, including an award from the International Council of Shopping Center Education Foundation (ICSCEF), an IBM scholarship, and a UA graduate fellowship. While at the University of Tennessee, he was the winner of the Marketing Plan Contest, sponsored by the Exxon Chemical Company in conjunction with TANDEC (Textiles and Nonwovens Development Center), and was the winner of the Undergraduate Research Fair. His research interests are in the areas of cross-cultural (inter- and intra-country) studies, Internet consumption, marketing communication, service quality and satisfaction, and adolescents. His work has been published in many journals, including Clothing & Textiles Research Journal; Journal of Targeting, Measurement, and Analysis for Marketing; International Journal of Consumer Studies; Journal of Fashion Marketing and Management; and International Journal of Retail & Distribution Management. He has a chapter published in an edited collection titled, Diversity in Advertising, and many of his presentations have been published in conference proceedings, including the Association for Consumer Research; the American Marketing Association; the Society for Marketing Advances; the American Collegiate Retailing Association; the Society for Consumer Psychology; the Cross-cultural Research; the International Textile Apparel Association; and others. He is also an active member in a number of professional organizations, such as the International Textile Apparel Association, the Association for Consumer Research, and the Society for Consumer Psychology.

There are 37 included publications by Kittichai "Tu" Watchravesringkan :

TitleDateViewsBrief Description
Active leisure: an investigation of active participants’ shopping, purchase and behavioural loyalty for physical activity apparel 2019 476 Physical activity is increasingly occupying individuals’ leisure time. Due to this increased participation in physical activity, active apparel is today’s most rapidly growing apparel sector. In light of this trend, this research developed and tested...
Assessing Curriculum Designed to Foster Students’ Entrepreneurial Knowledge and Small Business Skills from a Global Perspective* 2015 1185 The purpose of this paper is to report on outcomes of a 3-year collaborative project that addresses the need for future professionals with entrepreneurial knowledge and small business skills. The multiphase project involved partnerships developed bet...
Building customer equity through trust in social networking sites 2015 275 Purpose This study aims to propose and empirically test a cognitive-behavioral model of the perceived benefits of social networking sites (SNSs), trust in SNSs, brand trust, brand loyalty and customer equity in the context of fast fashion brand commu...
Collaborative Development of Textile and Apparel Curriculum Designed to Foster Students’ Global Competence 2011 495 Textile and apparel industry professionals must be capable of dealing with cultural differences and diverse perspectives on a multinational scale. To address the challenges involved in educating students for the global industry workforce, a 3-year co...
Collaborative Development of Textile and Apparel Curriculum Designed to Foster Students’ Global Competence 2011 942 Textile and apparel industry professionals must be capable of dealing with cultural differences and diverse perspectives on a multinational scale. To address the challenges involved in educating students for the global industry workforce, a 3-year co...
A comparative investigation of consumers’ attitudes toward marketing practices of hypermarket retailers in Thailand 2011 497 Purpose The purpose of this paper is to contribute to the understanding of hypermarket retailers' marketing efforts by exploring consumers' attitudes toward marketing practices (CATMPs) of three retailers (Tesco-Lotus, Big C, and Carrefour) in Thaila...
The Competitive Position of Thailand’s Apparel Industry: Challenges and Opportunities for Globalization 2010 9334 Purpose – Recent liberalization of the world's textile and apparel trade policies and the consequent changes in trade patterns posited threats to smaller textile- and apparel-exporting nations, including Thailand. Thus it is important to understand h...
Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference 2017 909 Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another.Design/methodology/approach Using a scen...
Consumer preference and apparel products: investigating the role of the Centrality of Visual Product Aesthetics concept 2021 1371 Despite academic interest in the Centrality of Visual Product Aesthetics (CVPA) construct, studies are needed that further explore the importance that specific visual aesthetic properties of apparel holds for consumers. Based on the two-factor theory...
A cross-cultural comparison of consumer vanity in the People's Republic of China, South Korea and Thailand: an exploratory study 2008 582 In response to calls regarding the applicability of marketing scales in other cultures, the current study re-examined the psychometric properties and measurement equivalence of the consumer vanity scale. The sample consisted of 723 undergraduate part...
A Cross-cultural Comparison of Materialism in Emerging and Newly Developed Asian Markets 2016 447 Considering the needs of refined branding strategies and economic disparity within the Asianmarket, an importance of comparing the materialism level across Asian countries has risen.Therefore, the overall materialism with its three dimensions by coun...
Cross-cultural invariance of consumers' price perception measures: Eastern Asian perspective 2008 339 In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers' price perception scales cross-culturally with samples drawn from four Eas...
Decoding typicality in apparel products: An investigation of consumer perceptions 2020 543 Typicality has drawn considerable interest among academics and practitioners and has been employed by fashion companies seeking to increase consumer interest in ‘basic' products. However, limited research on typicality focuses on apparel products, as...
Do cosmopolitans care about the world? The effect of cosmopolitanism on the consumption of sustainable apparel 2023 798 Purpose The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.Design/methodology/approach A total of 469 US responses collected using MTurk were retained for...
Does formality matter? Effects of employee clothing formality on consumers' service quality expectations and store image perceptions 2011 389 Purpose The purpose of this paper is twofold. First, this study aims to understand whether and how sales employee clothing style would influence consumers' perceptions of store image through their expectations of service quality. Second, this study h...
Effects of store attributes on retail patronage behaviors: Evidence from activewear specialty stores 2015 342 Purpose The purpose of this paper is to identify selected store attributes of activewear specialty retailers that impact consumers’ satisfaction, which in turn influence word-of-mouth (WOM) and retail patronage behavior.Design/methodology/approach Us...
An exploration of brand equity antedants concerning brand loyalty: A cognitive, affective, and conative perspective 2014 1694 The purpose of this study was to identify and assess the antecedents of brand loyalty from theperspective of Oliver’s (1997) cognitive, affective, and conative theorization of consumer loyalty.A convenience sample of 285 students across multiple majo...
An exploration of success factors from the perspective of global apparel entrepreneurs and small business owners: implications for apparel programmes in higher education 2016 1145 Given the high number of small-sized apparel-related businesses operating within the globaleconomy, it is likely that graduates of apparel programmes in higher education will go on towork for a small business or to partner with such firms in the glob...
Exploring antecedents and consequences of consumer ethnocentrism: evidence from Asian immigrants in the US 2010 555 The US is a multicultural society due to its growing number of ethnic minorities. These ethnic populations have made intracultural studies more difficult because of the different senses of identity and degrees of acculturation the varied groups posse...
Exploring antecedents and consequences of young consumers' perceived global brand equity 2016 701 Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer cult...
Exploring Consumers’ Adoption of Highly Technological Fashion Products: The Role of Extrinsic and Intrinsic Motivational Factors 2010 4927 Purpose – This study seeks to develop and test a model of consumers' adoption of highly technological fashion products (HTFPs) through modifying the technology acceptance model (TAM). Design/methodology/approach – Using a convenience sampling method...
How to Promote Eco-Apparel? Effects of Eco-Labels and Message Framing 2022 819 The study investigates the potential effects of eco-labels and advertisement message framings forpromoting consumer attitude on eco-apparel consumption. Furthermore, this paper examines howconsumers’ attitudes towards the brand and advertisement affe...
Information Search and Shopping Intentions Through Internet for Apparel Products 2005 584 This study was designed to identify variables related to Internet information search and shopping intentions for apparel products among computer users residing in major metropolitan cities across the nation. Stepwise multiple regression analysis, mul...
Investigating Consumers’ Apparel Retail Format Choice: The Roles of Decision-making Styles and Retail Attributes 2022 215 With the increase in competitive markets and the evolution of new channels (e.g., internet, mobile), the ability to identify, and understand consumers’ preferences may very well define retail success. The current study explores how consumers’ decisio...
Investigating Expectancy Values in Online Apparel Rental during and after the COVID-19 Pandemic: Moderating Effects of Fashion Leadership 2023 238 Online apparel renting has become a popular type of consumption. However, the COVID-19pandemic has disrupted the sharing economy, including online renting. This cross-sectional studyexamined the effects of expectancy values on intention towards onlin...
An Investigation of Self-Concept, Clothing Selection Motivation, and Life Satisfaction among Disabled Consumers 2013 214 This study examined the impact that aspects of self-concept (i.e., generalized self-efficacy, public self-consciousness, state hope, self-esteem) have on clothing selection motivation and life satisfaction among disabled consumers. A total of 318 que...
Luxury brand dilution: investigating the impact of renting by Millennials on brand equity 2018 800 Modern forms of product acquisition, such as renting, provide consumers with either first-time or increased access at relatively low cost to products of brands that historically have relied on exclusivity as a part of their strategies. This study see...
The MAYA principle as applied to apparel products: The effects of typicality and novelty on aesthetic preference 2019 795 Purpose There are numerous design principles that can guide strategic decisions and determine good product design. One principle that has received considerable attention in the literature is the MAYA principle, which suggests that consumers seek a ba...
A model for managing service encounters for neo-luxury consumers 2016 624 Purpose This paper aims to explore a theoretical relationship among perceptions of consumer social class, the perceived legitimacy of customer requests for service and the delivery of intangible services. It focuses the discussion on service firm enc...
Modeling Entrepreneurial Career Intentions among Undergraduates: An Examination of the Moderating Role of Entrepreneurial Knowledge and Skills 2013 1300 The purpose of this study was to empirically develop a comprehensive model of undergraduate students' entrepreneurial career intention that combines both cognitive and behavioral decision-making processes. Data were collected via a questionnaire comp...
Retail Trend Imitation: A Controversy Between Firms of Europe and North America 2019 195 Intellectual property legislation exists to protect firm offerings or innovations from being mimicked by others without authorization, among other reasons. Despite its global ascension to simplify registration and expand the bounds of protection for ...
A structural analysis of value orientations, price perceptions, and ongoing search behavior: A cross-cultural study of American and Korean consumers 2006 151 The direct impact of value orientations on price perceptions has not received extensive investigation in previous research. We examined the impact of materialism, individualism and collectivism on American and Korean consumers’ perceptions of the pos...
Sustainable clothing: perspectives from US and Chinese young Millennials 2019 5847 Purpose: The purpose of this paper is to understand US and Chinese young Millennials’ perceptions of and consumption behaviour towards sustainable apparel products. Design/methodology/approach: Quantitative research was conducted, and empirical data ...
Use of care labels: linking need for cognition with consumer confidence and perceived risk 2008 463 The purpose of this paper is to investigate the effect of apparel care label information presentation formats (i.e. symbols only, text only, and the combination) and the individual trait of need for cognition on consumers' confidence in and risk perc...
Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption 2018 1162 Purpose Consumers’ environmental behaviours are not only the result of their positive attitudes towards environments, but also different reasons and motivations exist. Thus, the purpose of this paper is to find out important factors affecting sustain...
Women and apparel entrepreneurship: An Exploration of Small Business Challenges and Strategies in Three Countries 2015 617 Purpose – The purpose of this study was to explore strategies used by successful female entrepreneurs to manage the challenges of running a small apparel business. Design/methodology/approach – A qualitative research design was used. Primary and seco...
Young consumers’ perceptions of sustainable clothing: Empirial insights from Chinese Post-90s’ college students 2018 327 The scale of environmental and social impacts from global apparel production and consumption makes sustainability increasingly important in the contemporary business environment. This study explores the Chinese young con-sumers' perceptions of and at...