Dr. Marissa Chantamas
Dean, Albert Laurence School of Communication Arts

EDUCATION:

• Ph.D. Business Administration (Marketing), Assumption University, Bangkok, Thailand. (2017, May)
• Dissertation: Integrated Brand Love Model: Case Study Premier League Fan Clubs in Thailand
  Impact: Best Dissertation Award, NIDA (Business Administration Phd. Level) (2017)
• Master of Science, Integrated Marketing Communications (Advertising), Northwestern University U.S.A. (1999, December)

Impact: Honors (1999)

• B.B.A. in Business Administration (Advertising), Assumption University, Thailand (1994)
• Certificate Values Driven Marketing, Northwestern University (2013)
• Certificate Mixed-Methods Research, Oxford University (2017)
• International Dean’s Course Southeast Asia (2022/2023)

WORK EXPERIENCE:

• Lecturer, Faculty of Communication Arts, Assumption University (1997 – 2012)
• Chairperson, Department of Advertising, Faculty of Communication Arts, Assumption University (2000 – 2005)
• Chairperson, Department of New Media Communications, Faculty of Communication Arts, Assumption University (2005 – 2012)
• Lecturer, Graduate School of Business, Assumption University (2012 – 2015)
• Lecturer, Department of Marketing, MSME, Assumption University (2016 – present)

OTHERS:

• H-Index 4 (Google Scholar) and H-Index 2 (Scimago)
• Summer Intern, Sears Sales Promotion Analyst (1999)

TEACHING ACTIVITIES:

Courses Taught

• Assumption University
  o Principles of Marketing
  o Integrated Marketing Communications
  o IMC Campaign
  o Communication and Digital Media Strategy

Course Development

• New Courses
  o Communication and Digital Media Strategy (2017)
  o Online Entrepreneurship (2018)

MSME Supervision

• Ph.D. Dissertation – Committee Member
  o Krairojananan, Panant (2017). Big Data
• Ph.D. Dissertation – Supervisor or Co-supervisor
  o Yongvongphaiboon, Permsin (2020). The Effect of Digital Marketing Communication and Customer Relationship Management (CRM) on Firm and Customer Performance Effectiveness in B2B Industrial Section: A Study of Construction Steel Manufacturing in Thailand.
  o Sirichaleechai, Worapoj (2021). An Empirical Investigation of the Moderating Role of Transformational Advertising Message Strategies in the Relationships Between Brand Identification, Parasocial Interaction, Brand Trust, and Brand Love.
  o Chainarong, Rungreungaporn (2022). The Role of Brand Experiences Obtained from an Online Brand Community is Driving Brand Evangelism
  o Donyawan, Chantokul (2023). The Effects of the Parasocial Relationship with Celebrity Youtubers Towards Thai Middle-Aged Viewers’ Purchase Intentions: The Role of Self-disclosure, Self-brand Connection, and Brand Trust.

PUBLICATIOS:

Refereed Articles

• Donyawan, Chantokul (2023). The Effects of the Parasocial Relationship with Celebrity Youtubers Towards Thai Middle Aged Viewers’ Purchase Intentions: The Role of Self-disclosure, Self-brand Connection, and Brand Trust. Journal of Business Administration of Private Higher Education Institutions of Thailand. Vol. 12 No. 2 (July – December, 2022).
  Type of Contribution: Basic or Discovery Scholarship
  Impact: TCI Tier 1
  Remarks: Chantokul 60% and Chantamas 40%
• Chainarong, Rungreungaporn (2022). The Role of Brand Experiences Obtained from an Online Brand Community is Driving Brand Evangelism. Journal of Business Administration of Private Higher Education Institutions of Thailand. Vol. 11 No. 2 (July – December, 2023).
  Type of Contribution: Basic or Discovery Scholarship
  Impact: TCI Tier 1
  Remarks: Rungreungaporn 60% and Chantamas 40%
• Chantamas, M. and Yongvongphaiboon, P. (2021) The Effect of Digital Marketing Communication and Customer Relationship Management (CRM) on Firm and Customer Performance Effectiveness in B2B Industrial Section: A Study of Construction Steel Manufacturing in Thailand. Utopia y Oraxis Latinoamericana.
  Type of Contribution: Basic or Discovery Scholarship
  Impact: Scopus SCIMAGO Quartile 2
  Remarks: Yongvongphaiboon 90% and Chantamas 10%
• Sirichareechai, W. & Chantamas, M., (2020). An Empirical Investigation of the Moderating Role of Transformational Advertising Message Strategies in the Relationships Between Brand Identification, Parasocial
  Interaction, Brand Trust and Brand Love. Solid State Technology. Vol. 63 No.6
  Impact: Scopus SCIMAGO Quartile 4
  Remarks: Sirichareechai 80% and Chantamas 20%
• Chantamas, M. (2021). Exploring the Impact of Exposure Time to In-Process CSR on Satisfaction and Brand Equity. Social Science Asia Journal. Vol. 7. No. 1

Impact: TCI Tier 2

• Chantamas, M., Phunthasaen, A., & Yoosamran, N. (2020). Examining ASMR Impact of Youtube Reviews on the Brand Recall and Retail Store Visit among Female University Students. Psychology and Education Journal. Vol. 57(9). pp.2768-2772.

Impact: Scopus SCIMAGO Quartile 4
Remarks: Each author had 33.33% contribution.

• Chantamas, M., (2021). Book Review: Marketing 5.0 Technology for Humanity. ABAC Journal.
  Impact: Scopus
  Remarks: Chantamas’ contribution was 100%
• Chantamas, M., Visetbhakdi, A. & Satanasavapak, P. (2020). The Role of Opinion Leadership Characteristics and Brand Commitment as Drivers of Brand Related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS). ABAC Journal. Vol. 40. No.2.
  Type of Contribution: Basic or Discovery Scholarship
  Impact: Scopus SCIMAGO Quartile 1
  Remarks: Chantamas’ contribution was 70%, and Visetbhakdi and Satanasavapak contribution was 15% each.
  • Chantamas, M., & Chaisuwan, B. (2020). Exploring the Success of Thai Advertising: Historical Perspective. Journal of Historical Research in Marketing. Vol. 12. No. 1
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: Scopus SCIMAGO Quartile 3
  Remarks: Chantamas’ contribution was 70%, and Chaisuwan’s contribution was 30%.
• Chantamas, M., (2020). Book Review: Creative Confidence: Unleashing the Creative Potential Within Us All. ABAC Journal.
  Impact: Scopus
  Remarks: Chantamas’ contribution was 100%
• Chantamas, M., (2019). Book Review: The Contagious Commandments Ten Steps to Brand Bravery. ABAC Journal.
  Impact: Scopus
  Remarks: Chantamas’ contribution was 100%
• Chaisuwan, B., Chantamas, M., Prasongsukarn, K. (2018). Consumer Persona: Segmentation Scheme Based on Buddhist Temperaments for Digital Marketing. In Burns, D.J. (Ed.), Multifaceted Explorations of Consumer Culture and Its Impact on Individuals and Society. (173 – 195), IGI Global.
  Type of Contribution: Basic or Discovery Scholarship
  Impact: IGI Global
  Remarks: Chantamas’ contribution was 60%, Chaisuwan’s contribution was 25%, and Prasongsukarn’s contribution was 15%.
• Chantamas, M. & Prasongsukarn, K. (2017). Study of Brand Love as Consequence of Virtual Brand Community Engagement. Journal of the Computer, the Internet, and Management. Vol. 25(1), (120 – 124).
  Type of Contribution: Basic or Discovery Scholarship
  Impact: International Publication (ACM)
  Remarks: Chantamas’ contribution was 80%, and Prasongsukarn’s contribution was 20%.
• Chantamas, M. (2017). Conceptualizing the Framework for Branding Luxury in Ultra-Luxury Consumers. In Reddy, S, K., & Han, J.K. Essence of Luxury: An Asian Perspective. (94 – 111), Singapore Management University.

Type of Contribution: Basic or Discovery Scholarship
Impact: International Publication

• Jiravansirikul, T., Dheandanoo, T., & Chantamas, M. (2017). University-Industry Collaboration for Game Curriculum: The Open Innovation Model, ICITEE 2017 Phuket, Thailand, October 12 – 13, 2017. (1-4)
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: Scopus SCIMAGO Quartile 1
  Remarks: Chantamas’ contribution was 33%, and Jiravansirikul’s contribution was 33% and Dheandhanoo’s contribution was 33%.
• Chantamas, M. (2016). Community-Based Antecedents from the Sufficiency Economy Philosophy for Co-Creating Opportunities in the Internet of Things (IoT) for a Shared Economy. International Journal of Internet and Management. 24 (1)
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Publication (ACM)
  Remarks: Chantamas’s contribution was 100%.
• Jiravansirikul, T. & Chantamas, M. (2016). State of User Interface in the Internet of Things for Thailand 4.0. International Journal of Internet and Management. 24 (1)
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Publication (ACM)
  Remarks: Jiravansirikul’s contribution was 70% and Chantamas’s contribution was 30%.
• Chantamas, M. (2018). Exploring Co-Creation Opportunities When Your Biggest Fan is the Ultra Rich. Journal of International Marketing Strategy. Vol. 6, No. 1.
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Publication
  Remarks: Chantamas’ contribution was 100%
• Chantamas, M. (2019). Developing a CSR Definition and Strategic Model from the Sufficiency Economy Philosophy. International Dimensions of Sustainable Management Springer
  Type of Contribution: Basic or Discovery Scholarship
  Impact: Springer
  Remarks: Chantamas’ contribution was 100%.

Refereed Proceedings

• Satanasavapak, Punnaluck and Chantamas, Marissa (2021). Exploring AI Benefits vs Consumer Privacy. International Conference on Emerging Industry and Health Promotion, Puli, July 2 – 4, 2021.
• Chaisuwan, Bu-nga and Chantamas, Marissa (2021). AI Enhanced Consumer Journey Model. Conference Proceedings Frontiers in Service Conference – Service in the World of Artificial Intelligence and Digital Technologies, Fox School of Business, Temple University, July 9 – 10, 2021.
• Chantamas, M. and Dheandhanoo, T. (2019). Striking the Balance: Entertainment and Ethics in Games. Conference Proceedings Perspectives of Media and its Social Impacts in the Age of Globalization, November 14, 2019.
  Publisher: AU Graduate Programs of Philosophy & Religion, Graduate School of Human Sciences
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Remarks: Chantamas’ contribution was 80% and Dheandhanoo’s contribution was 20%.
• Chantamas, M. and Satanasavapak, P. (2019). Exploring Impact of Time of Exposure to CSR In-Process Experience on Satisfaction and Brand Equity. Conference Proceedings CSRCOM 2019, September 18 – 20, 2019.
  Publisher: Stockholm School of Economics
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Remarks: Chantamas’ contribution was 80% and Satanasavapak’s contribution was 20%.
  Chantamas did the presentation.
• Rattanawongul, S., Chantamas, M., and Jiravansirikul, T. (2019). Augmented Reality for Art History Appreciation Based on Field Theory Framework. Conference Proceedings the International Conference on New Media, Communication & Technology (INCT), January 10, 2019. (p.62).
  Publisher: Chulalongkorn University
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: National Conference
  Remarks: Chantamas’ contribution was 30%, Rattanawongul’s contribution was 55%, and Jiravansirikul’s contribution was 15%
  Rattanawongul and Chantamas did the presentation
• Chantamas, M. & Pongsatha, K. (2018). Exploring the Impact of Social Media Influencers – the Case of Affordable Luxury Items. Conference Proceedings The Mystique of Luxury Brands Singapore Conference 2018, May 8 - 9, 2018. (p. 45). Publisher: Curtin University
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Remarks: Chantamas’ contribution was 50%, and Pongsatha’s contribution was 50%.
  Chantamas did the presentation
• Chantamas, M., Sajampun, P., Phuntasaen, A. (2018). Exploring Affordable Luxury Purchase in Millennials: Case of Perfume Purchase from Packaging to the 7Ps. Conference Proceedings The Mystique of Luxury Brands Singapore Conference 2018, May 10 - 11, 2018. (24)
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Remarks: Chantamas’ contribution was 33%, and Sajampun’s contribution was 33% and Punthasaen’s contribution was 33%.
  All three authors did the presentation.
• Chaisuwan, B., Chantamas, M., & Pongsatha, K., (2017). Exploring the Youth Purchase Decision Process for Cosmetics. Conference Proceedings The Mystique of Luxury Brands Seoul South Korea Conference 2017, May 11-12, 2017. (p. 43). Publisher: Curtin University
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Remarks: Chantamas’ contribution was 33%, and Chaisuwan’s contribution was 33% and Pongsatha’s contribution was 33%.
  Chantamas did the presentation
• Prasongsukarn. K., & Chantamas, M. (2017). Brand Fan Phenomenon: Nation Identity in Sports Branding. International Conference on Nation-Building Proceedings, May 28 - 30, 2017. (91)
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Remarks: Chantamas’ contribution was 50%, and Prasongsukarn’s contribution was 50%.
  Chantamas did the presentation
• Marin, C., Hakim, T, & Chantamas, M. (2017). Using the Country of Origin Labeling on Package as Cue. International Conference on Nation-Building Proceedings, May 28 - 30, 2017. (113)
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Remarks: Chantamas’ contribution was 33%, and Hakim’s contribution was 33% and Marin’s contribution was 33%.
• Chantamas, M. (2016). Developing a CSR Definition and Strategic Model from the Sufficiency Economy Philosophy. International Conference CSR, Sustainability, Ethics, & Governance, Cologne, Germany, August 1-3, 2016
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Chantamas did the presentation
• Chantamas, M. (2016). Exploring Facebook Live Engagement : What is in it for brands?. Conference Proceedings ICABR, Kasetsart University, September 8 – 9, 2016
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: International Conference
  Chantamas did the presentation

PRESENTATIONS:

Invited Presentations

• Chantamas, M. (2017). CSR Making a Sustainable Difference: Case Study Hi-Q Cooperation with the Ministry of Health. NIDA National Conference, March 31, 2017
  Type of Contribution: Applied or Integrative/Application Scholarship
  Impact: National Conference3

RESEARCH GRANTS:

Internal Grants

• Chantamas, M., Sajampan, P. Phuntasen, A. (2017 - 2018).Effects of In-store and on-line experiences on product evaluation and purchase intention in luxury cosmetics. AU Research Grant, Assumption University, Thailand.
  Amount: 90,000 THB
  Remarks: Chantamas is the principal investigator, and Sajampun and Phuntasaen are the co-investigators.

UNPUBLISHED WORK:

Papers under Review

• Chantamas, M. (Forthcoming). Thai Advertising 19th to 20th Century, Foundations of a Creative Industry, Crawford, R., (Ed.) Companion to Advertising History, Routledge.
• Chaisuwan, B. & Chantamas, M. (Forthcoming). Grouping Working Aged Thai Workers Based on Their Acceptance of Artificial Intelligence, Journal of Communication Arts. (TCI Tier 1)

MEDIA APPEARANCES:

Articles

• S+M Magazine May – October, 2013
  Description: Research and market analysis (with Asst. Prof. Dr. Kriengsin Prasongsukarn)

Others

• FM 99 (February 22, 2015)
  Description: Sustainability and CSR: How companies can integrate it into strategy.

SERVICE TO THE INSTITUTION:

Department Assignments

• Curriculum Committee
  o (2017 - present) Program faculty member
  Tasks: Develop new curriculum; contribute to TQF7
• Assurance of Learning
  o (2017 – present) MKT3102 AoL
• Other Activities
  o (2017 - present) Course coordinator for MKT3102 in 1/2017 semester until present.

MSME Assignments

• Other Activities
  o (2015 – 2019) Referee manuscripts for AU Journal
  o (2018 – 2019) PR Committee

University Assignments

• Other Activities
  o (2014 – 2015) Organized AU Run for Love
  Description: Filming video.
  Impact: Over 2000 participants.

SERVICE TO THE PROFESSION

Officer: Organization/Association

• (2022 – present) Consultant Formulation of DAB+ Adoption Roadmap, National Broadcasting and Telecommunications Commission (NBTC)
• (2005 – present) Head of Subcommittee for Judging, ADFest Asia
  Impact: Regional (Largest advertising competition in Asia)
• (2006 – present) Judge, Adman Awards
  Impact: Local Advertising Award organized by the Advertising Association of Thailand
• (2017-2018) Consultant Department of Business Development
• (2018) Research to develop communication guidelines for Ministry of Energy

Reviewer: Ad Hoc Reviewer for a Journal

• (2023 – present) Asia Pacific Journal of Marketing and Logistics
  SCIMAGO Quartile 1
• (2019 – present) Australasian Marketing Journal
  SCIMAGO Quartile 2
• (2016 – present) Online Information Review
  Impact: 15 manuscripts; SSCI-listed journal, Impact factor 2.05
• (2016 – present) NIDA GSCM Journal
  Impact: 5 manuscripts; TCI Tier 2

FELLOWSHIPS, HONORS AND AWARDS:

Fellowships

• DAAD Scholarship for International Deans’ Course for Southeast Asia, Dialogue on Innovative Higher Education Strategies (DIES) (2022 – 2023)
• United Christian Board of Education, U.S.A. (2007)
  Description: Visiting Scholar to Augustana College, USA.
  Impact: International placement

Awards

• Kasetsart University the 12th National Conference (National Research Award Good Level). Exploring the Engaged Fan : What Drives Purchase in English Premier League Fan Clubs? Lessons for Marketing the Thai Premier League
  Description: Research in Sports Sector
  Impact: Good Level at National Conference Level
• NIDA Research Award, Honorary Mention Award (2014). Exploratory Employee Organization Identification through the Application of Sufficiency Economy Philosophy in CSR using Means-end chain analysis
  Description: Research in Sufficiency Economy Philosophy Application
  Impact: Honorary Mention at National Level

CONTACT:

Albert Laurence School of Communication Arts
88 Moo 8 Bang Na-Trad Km. 26, Bang Sao Thong, Samut Prakan, 10570 Thailand
Tel. +66-2-7232222 Ext. 2971
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

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