Congratulations to Dr. Parichart Wongweeranonchai on receiving the title “ASSISTANT PROFESSOR” in the University Council’s Meeting of the academic year 2023 on September 21, 2023.

Asst. Prof. Dr. Parichart Wongweeranonchai
Full-time Lecturer
Faculty of Albert Laurence School of Communication Arts
Department of Creative Commercial Communication

EDUCATION:

Year 2013-2016
Doctor of Philosophy (Communication Arts and Innovation)
National Institute of Development Administration (NIDA)
Dissertation Title: The Influence of Perceived Celebrity Endorser Credibility in Advertising on Purchase Intention of Thai Consumers

Year 2006-2007
Graduate Diploma in Teacher Education, Assumption University (ABAC)

Year 2004 – 2005
Master’s Degree in Mass Communications, Major Advertising, Leicester University, U.K.
Dissertation Title: Tobacco Advertising: As an Influence on Attitudes towards Female Smoking among Female University Students in Leicester

Year 1999 – 2003
Bachelor’s Degree in Business Administration (B.B.A), Majoring in International Business Management (IBM), Assumption University

WORK EXPERIENCE:

  • 2004 until present
    Assumption University:
    - Full-time Lecturer, Creative Commercial Communication, Albert Laurence School of Communication Arts.
  • Semester 1/2022 until present
    - Secretary to the Research Committee of Albert Laurence School of Communication Arts.

RESEARCH INTEREST:

  • Brand communication
  • Consumer behavior
  • Celebrity endorsement
  • Integrated marketing communication campaign

ACADEMIC WORKS/RESEARCH PUBLICATIONS:

  • Wongweeranonchai P. (2018). A Comparison of Brand Personality Perceptions for Utilitarian and Symbolic Products: Evidence from Thai Consumers. Journal of Public Relations and Advertising, 11(1), 141-152. (TCI tier 1)
  • Paper presentation, ‘Assessing Dimensions of Brand Personality among Utilitarian and Symbolic products: Evidence from Thai consumers’ at the Conference of 5th Academic International Conference on Business, Marketing and Management (AICBMM), November 13-15, 2017, Oxford, U.K.
  • Wongweeranonchai P. & McClelland R. J. (2016). The Influence of Perceived Celebrity Endorser Credibility in Advertising on Purchase Intention of Thai Consumers. Journal of Communication and Innovation NIDA, 3(2), 115-136.
  • Pornsakulvanich, V., Dumrongsiri, N., Sajampun, P., Sornsri, S., John P. S., Sriyabhand, T., Nuntapanich, C., Chantarawandi, C., Wongweeranonchai, P.& Jiradilok, S. (2012). An Analysis of Personality Traits and Learning Styles as Predictors of Academic Performance. ABAC Journal, 32(3), 1-19.

CREATIVE WORKS:

  • Responsible persons: Dr. Parichart Wongweeranonchai, Dr.Chulamani Aggadhamvong, and A. Narudon Narunorasade.
        Date: March 26 – April 30, 2021
        Exhibition: 6th CA Faculty Creative Work Showcase 2020 – Relationship
        Exhibition /Organizer: Research Committee, Albert Laurence School of Communication Arts
        Title: Uni Like Uni Link” Infographic Board
  • Responsible persons: Dr. Chulamani Aggadhamvong, Dr. Parichart Wongweeranonchai, and A. Rayut Soonkool
        Date: March 14 - Present
        Exhibition: 7th CA Faculty Creative Work Showcase 2021 – Surrounding(s)
        Exhibition /Organizer: Research Committee, Albert Laurence School of Communication Arts
        Title: Adventure Camping
  • Responsible persons: A. Chutinun Kaewkatorn, Dr. Chulamani Aggadhamvong, Dr. Parichart Wongweeranonchai,
    and A. Jariya Wu
        Date: March 14 - Present
        Exhibition: 7th CA Faculty Creative Work Showcase 2021 – Surrounding(s)
        Exhibition /Organizer: Research Committee, Albert Laurence School of Communication Arts
        Title: Color Rounding

SPECIAL AWARD:

  • 29 November 2009 Best Advisor Award, Young OHM Award

COURSES TAUGHT:

Advertising Workshop I
Advertising Workshop II
Advertising and Marketing Communication Management
Advertising Management
Campaign Planning and Management
Communication Arts Research and Tools
Seminar in Advertising
Introduction to Human Communication

More Information about Albert Laurence School of Communication Arts please visit:

Website: http://www.ca.au.edu/
Facebook: https://www.facebook.com/au.comm.arts
Instagram: https://www.instagram.com/commartsau/
Tel: (66) 0-2723-2971