| The role of live streaming in building consumer trust and engagement with social commerce sellers A Wongkitrungrueng, N Assarut Journal of business research 117, 543-556, 2020 | 923 | 2020 |
| Live streaming commerce from the sellers’ perspective: implications for online relationship marketing A Wongkitrungrueng, N Dehouche, N Assarut Journal of Marketing Management 36 (5-6), 488-518, 2020 | 325 | 2020 |
| Metaverse meets branding: examining consumer responses to immersive brand experiences A Wongkitrungrueng, L Suprawan International Journal of Human–Computer Interaction, 1-20, 2023 | 61 | 2023 |
| When art meets mall: Impact on shopper responses A Vukadin, A Wongkitrungrueng, N Assarut Journal of Product & Brand Management 27 (3), 277-293, 2018 | 40 | 2018 |
| The cake looks yummy on the shelf up there: The interactive effect of retail shelf position and consumers’ personal sense of power on indulgent choice A Wongkitrungrueng, A Valenzuela, S Sen Journal of Retailing 94 (3), 280-295, 2018 | 20 | 2018 |
| Is salesperson attractiveness a boon or a bane? The moderating role of perceived labor cost‐to‐price ratio in retail bargaining A Wongkitrungrueng, D Hildebrand, S Sen, K Nuttavuthisit Journal of Consumer Psychology 30 (3), 447-465, 2020 | 16 | 2020 |
| Exploring how and why consumers create unintended uses of products A Wongkitrungrueng International Journal of Business Innovation and Research 16 (4), 453-470, 2018 | 12 | 2018 |
| Customer deference to service providers in ordinary service encounters A Wongkitrungrueng, K Nuttavuthisit, T Szabo-Douat, S Sen Journal of Service Theory and Practice 29 (2), 189-212, 2019 | 8 | 2019 |
| Exploring consumer power triggers in retail and service settings A Wongkitrungrueng International Journal of Services and Operations Management 34 (4), 421-446, 2019 | 7 | 2019 |
| Looking up or looking down makes you indulge more: The fit between store shelf cues and consumer dispositional power A Valenzuela, A Wongkitrungrueng, S Sen ACR North American Advances, 2014 | 5 | 2014 |
| Facebook Live and Apparel Shopping: A Case from the World’s Social-Commerce Leader A Wongkitrungrueng Global Fashion Management Conference, 166-167, 2017 | 2 | 2017 |
| Salesperson Attractiveness and Consumers’ Bargaining Behavior: the Moderating Role of Salary Contribution A Wongkitrungrueng, S Sen ACR Asia-Pacific Advances, 2012 | 2 | 2012 |
| Beyond skin-deep: Triple roles of salesperson attractiveness and consumer bargaining styles A Wongkitrungrueng, K Nuttavuthisit, S Sen Journal of Global Scholars of Marketing Science 34 (2), 283-304, 2024 | | 2024 |
| The Path of ‘No’Resistance to Temptation: Lessons Learned from Active Buddhist Consumers in Thailand A Wongkitrungrueng, P Juntongjin Religions 13 (8), 742, 2022 | | 2022 |
| THE INFLUENCE OF FIRM/INDUSTRY PERFORMANCE ON CONSUMER WELL-BEING A Wongkitrungrueng, N Amarase, N Thongsri Global Fashion Management Conference, 188-191, 2019 | | 2019 |
| Would Being Exposed to the High Shelf Make You Choose Chocolate More? A Wongkitrungrueng, S Sen ACR Asia-Pacific Advances, 2012 | | 2012 |
| Live Streaming, Social Consumer Selling, and Consumer Trust--Model A Wongkitrungrueng, N Assarut Journal of Business Research, 0 | | |
| Powerfulness as a License to Indulge A Wongkitrungrueng | | |
