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 8 included publications by Kittichai "Tu" Watchravesringkan :

TitleDateViewsBrief Description
Assessing Curriculum Designed to Foster Students’ Entrepreneurial Knowledge and Small Business Skills from a Global Perspective* 2015 43 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...
Collaborative Development of Textile and Apparel Curriculum Designed to Foster Students’ Global Competence 2011 33 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...
The Competitive Position of Thailand’s Apparel Industry: Challenges and Opportunities for Globalization 2010 7796 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...
An exploration of success factors from the perspective of global apparel entrepreneurs and small business owners: implications for apparel programmes in higher education 2016 37 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 Consumers’ Adoption of Highly Technological Fashion Products: The Role of Extrinsic and Intrinsic Motivational Factors 2010 3927 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...
Modeling Entrepreneurial Career Intentions among Undergraduates: An Examination of the Moderating Role of Entrepreneurial Knowledge and Skills 2013 45 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...
Sustainable clothing: perspectives from US and Chinese young Millennials 2019 2123 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 ...
Women and apparel entrepreneurship: An Exploration of Small Business Challenges and Strategies in Three Countries 2015 17 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...