Kritsadarat-AIT

Adjunct Faculty

Affiliation: Associate Professor and Head, Department of Marketing, Thammasat University, Thailand

E-mail: –

Office:

Country: Thailand

Expertise: Consumer Culture Theory in Consumer Behaviour; Consumption and Symbolic Immortality; Brand Community; Retail Business in Thailand

Degrees: D.Phil. in Consumer Behaviour, University of Oxford under FCA-Thammasat University Scholarship, Oxford, England (2000) M.Sc. in Environmental Change and Management University of Oxford under Riche Monde Scholarship, Oxford, England (1995); MBA, Eastern Michigan University, Michigan, USA (1985); B of Business Administration in Marketing, Thammasat University, Thailand (1982)

Courses: Marketing Management


CURRENT RESEARCH TOPICS

  • “Customer Experience at Shopping Centre”


PROFESSIONAL ACTIVITIES

Academic positions

  • Thammasat University, Thammasat Business School: Department of Marketing, Head of Department, 2015-Present; Associate Dean for Research, 2010-2013; Director, Master’s Degree Program in Marketing – MIM (English), 1993-1994;  Deputy Director, Master’s Degree Program in Marketing – MIM (English), 1991-1992; Assistant Director, 1988; Student Relations, 1986-1987
  • Asian Institute of Technology, School of Management: Adjunct Associate Professor, 2012; Adjunct Assistant Professor, 2005; Adjunct Assistant Professor, 2003
  • Vienna University of Business Administration, Visiting Lecturer, 2004
  • George Washington University, Visiting Scholar, 1993
  • Mahidol University, The International Students Programme, 0 Visiting Lecturer, 1988-1990

Non-Academic position

  • Marketing Association of Thailand, Committee in Academic Affairs, 1991-1994
  • Organising Committee of the Annual Thailand Marketing Award, 1986-1994
  • Annual Top Advertising Contest of Thailand (TACT Awards): Judging Committees, 1992-1994; Chairman, Organising Committee, 1991; Secretary, Organising Committee, 1986-1989;
  • Thammasat University, Faculty of Commerce and Accountancy: Committee of the International Business Centre, 1988-1991; Committees of the Business Research Centre, 1988-1990; Committee of the Student Affairs, 1986-1990; Advisory Board of the Thammasat Dummy Company, 1986-1990; Assistant Director, The Continuing Education Programme, 1989; Secretary, Marketing Department, 1987-1989; Secretary, Teaching and Resource Development Centre, 1986-1987; Committee of the External Affairs, 1986-1987
  • University of Oxford, Linacre College, Environmental Working Committee, 1994
  • Thailand Representative in CONTACT’s Editorial Team An ITC Project’s Newsletter, 1989-1992
  • Sub-committee, Advertising Pre-censor Board Broadcasting Director Board, Thailand 1989-1991


RECOGNITION/HONOUR

  • FCA-Thammasat University Scholarship
  • Riche Monde Scholarship


SELECTED PUBLICATIONS

  • 2015 “Becoming a Woman: Male-Femaling Transgenders and Consumption Symbolism” Journal of Women’s, Gender and Sexuality Studies, Vol. 1, Issue 1 (January-December 2015) with Richard Elliott.
  • 2015 “When More Time to Choose is Not Good” Thammasat Reviews, Bangkok (June-Dec 2015), with Alisara Charinsarn.
  • 2014 “Consumer Mood: A Preemptive Approach of Service Recovery” Journal of Business Administration (Thai), 142 (37(Apr-Jun 57)), with Panitharn Juntongjin.
  • 2013 “Role of Cognition on the Relationship between Decision Situation and Satisfaction in Choice Decision Process” Journal of Business Administration (Thai), 36 (139), 59-80, with Alisara Charinsarn.
  • 2012 “Narrative: An Alternative Way to Gain Consumer Insights” The Journal of American Academy of Business, Cambridge (Sep)
  • 2012 “Different Ethnicities: An Impact of Ethnic Language on Consumer Response to Price-Off Advertising” The Journal of American Academy of Business, Cambridge (Sep 2012), with Panitharn Juntongjin.
  • 2008 “Living in Double Worlds: Harmonising Homosexuality and Masculinity through Symbolic Consumption in Private Space” Asia-Pacific Advances in Consumer Research Volume 8, with Nopporn Ruangwanit.
  • 2007 “Balancing the Hybrid Self in the Competing Landscapes of Consumption” The Journal of American Academy of Business, Cambridge, Vol. 11, No. 1 (March 2007)
  • 2007 “Das narrative Interview und die narrative Analyse” in Qualitative Marktforschung: Konzepte-Methoden-Analysen, with Renate Buber und Michael Meyer.
  • 2005 “The Self and Symbolic Consumption” The Journal of American Academy of Business, Cambridge, Vol. 6, No. 1 (March 2005)
  • “Brand Equity: Essential Asset to Be Invested – What? Why? How?” TBS on Marketing Value: Business Challenge in the New Era.
  • 2003 “When White Elephants Came to the Capital: Negotiating the Self in the New Consumption Space” Thammasat Review, Vol. 8, No. 1 (December 2003)
  • 2003 “We Are Good Buddhists: The Self and Consumption Experience of the Teenage Dhammakaya Buddhists in Thailand” Journal of Business Administration, Vol. 100 (October 2003)
  • 2003 “The Young Nouveau Riche and Luxury-Brand Consumption” Journal of Business Administration, Vol. 97 (January 2003).
  • 1999 “Not just for Image” Thammasat Review, Vol. 4, No.1 (December 1999)
  • 1999 “The Buddhist Self and Symbolic Consumption: The Consumption Experience of Teenage Dhammakaya Buddhists in Thailand” Advances in Consumer Research, Vol.26, with Richard Elliott.
  • 1998 “Brands as Symbolic Resources for the Construction of Identity” International Journal of Advertising, 17 (2), with Richard Elliott.
  • 1998 “Consumption and the Symbolic Project of the Self” European Advances in Consumer Research, Vol.3, with Richard Elliott.
  • 1993 “Advertising and Advertising Organisation” Promotion Series (1993), Sukhothaithammathirat University, Thailand
  • 1992 Case Study “Think Earth Programme” Marketing Award, Marketing Association of Thailand
  • 1991 Case Study “TOA Four Seasons Paint” Marketing Award, Marketing Association of Thailand
  • 1991 “Marketing for Banking Business” Journal of Business Administration (September 1991) Faculty of Commerce and Accountancy, Thammasat University 1990 Case Study “TOA Supershield Paint” Marketing Award, Marketing Association of Thailand
  • Case Study “TOA Spray Paint” Marketing Award, Marketing Association of Thailand
  • 1990 Case Study “Mello Lychee Softdrink” Marketing Award, Marketing Association of Thailand
  • 1989 Case Study “Esso-A Path to be a Market Leader” Marketing Award, Marketing Association of Thailand
  • 1989 Case Study “The Gems Co., Ltd.” Asian Cases in International Marketing, International Trade Centre UNCTAD/GATT
  • 1989 Supplementary Reading on “Channels of Distribution” for BA468: Channels Management
  • 1988 Case Study “McDonald, McThai Co., Ltd.” Marketing Award, Marketing Association of Thailand 1988 Case Study “Dichan Women Magazine” Marketing Award, Marketing Association of Thailand
  • 1988 Case Study “COKE- the Youth Support Campaign” Marketing Award, Marketing Association of Thailand
  • 1987 Case Study “Let’s Drink Milk Campaign” Marketing Award, Marketing Association of Thailand

Training & Workshops

  • 1998 Seminar on “The Cultural Dimension of Business Research III: The Third Doctoral Seminar on the Cultural Embededness of Marketing, Consumer and Organisational Research Odense, Denmark
  • 1991 Workshop on “Markets in Asia and Pacific Region” conducted by the International Trade Centre, UNCTAD/GATT Karachi, Pakistan Workshop on “Consultancy Skills in International Marketing” conducted by the International Trade Centre, UNCTAD/GATT Kuala Lumpur, Malaysia
  • 1989 Workshop on “Advertising Management” organised by Thailand Management Association Pattaya, Thailand
  • 1989 Workshop on “Training Methods in International Marketing” conducted by the International Trade Centre,UNCTAD/GATT Manila, Philippines
  • 1988 Workshop on “Case Writing” conducted by the International Trade Centre, UNCTAD/GATT Jakarta, Indonesia Page 6 of 8 Kritsadarat Wattanasuwan Workshop on “Export Marketing Research and Trade Information” conducted by the International Trade Centre, UNCTAD/GATT Bangkok, Thailand
  • 1987 Workshop on “ Planning of Extension Training Programme in Export Marketing” conducted by the International Trade Centre,UNCTAD/GATT Bangkok, Thailand Workshop on “Training Needs Analysis for the Foreign Trade Section” conducted by the International Trade Centre, UNCTAD/GATT Manila, Philippines