59-05-032 Proceeding

145 Proceedings of the Princess Maha Chakri Sirindhorn Congress Sekaran, U. (2000), Research Methods for Business: A Skills Building Approach, John Wiley & Sons, New York. Wilkie, A. O. (1994). The molecular basis of genetic dominance. Journal of Medical Genetics, 31(2), 89 - 98. Wilson, R. (1985). Reputations in games andmarkets. Game-theoreticmodels of bargaining, 27 - 62. Westbrook, R. A., and Reilly, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction. Advances in consumer research, 10(1), 256 - 261. Westbrook, R. A., and Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 84 - 91. Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139 - 153. Yoo, B., and Donthu, N. (2001). Developing and validating multidimensional consumer-based brand equity scale. Journal of Business Research, 52 (1), 1 - 14. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2 - 22. Zikmund, W. G. (2003), Business Research Methods, (7 th ed.), Font Worth: Dryden Press.