Vol. 24 No. 1 (2026): Modern Management Frontier Journal ( January - June 2026)

Research Articles

• The Impact of Consumers' Perceived Value on Purchase Intention of Clothing: A Comparison between E-commerce and Social Live Commerce

  Nattawat Thongdas, Alisa Sony

  1-21

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• Analysis of Intellectual Property Registration Readiness of Research Outputs: A Case Study of Local and Community Development Higher Education Institution, Nakhon Phanom University

  Chanida Yubolsai

  22-41

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• The Influence of Sensory Stimuli on Brand Experience and Brand Equity: A Case Study of Urban Shopping Malls in Thailand

  Chanathip Naranirattisai, Chuenjit Changchenkit

  42-63

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• A Study of Factors Influencing Employee Job Satisfaction and Job Performance in Life Insurance Companies in Bangkok

  Atchima Phidet, Waranpong Boonsiritomachai

  64-85

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• Should Business Schools Engage in Societal Marketing? The Influence of Personal CSR Values on Willingness to Pay Tuition Fees

  Nadhakan Shinnaranantana, Alisa Sony , Haruthai Numprasertchai

  86-109

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• Adaptation of Graphic Design Studios toward the Integration of Generative AI

  Nathakorn Ourairat, Jakapan Suraprasert, Kirati Srisuchat, Stephanie Pailin Thiel

  110-121

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• An Analysis of Factors Influencing Demand for Online Tutoring Among High School Students in Bangkok

  Achadarak Sripa, Pithak Srisuksai, Pudinan Adithipyangkul

  122-141

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• The Influence of Intellectual Capital on the Performance of Companies Listed on the Stock Exchange of Thailand: The Mediating Role of Cost of Debt

  pathompong kookkaew, Pitan Sanpakdee, Tippawan Supboon

  142-161

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