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Sara Quach Thaichon

Griffith University

Australia

Research Interests

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Articles (24)

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2026

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2021

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2021

Collaborators (10)

Amjad Shamim

Senior Lecturer (Marketing)

Universiti Teknologi PETRONAS (UTP)

MALAYSIA

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Felix Septianto

Associate Professor

University of Queensland

AUSTRALIA

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Zsuzsa Reka Huszar

Full Professor

Corvinus University of Budapest

HUNGARY

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Park Thaichon

University of Southern Queensland - Springfield Campus

AUSTRALIA

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Scott Weaven

Professor Head of Department of Marketing

Griffith University - Gold Coast Campus

AUSTRALIA

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Assoc. Professor Robin E Roberts

Associate Professor - Agribusiness

Griffith University

AUSTRALIA

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Huy Duc Dang

Assistant professor of marketing

Griffith University

AUSTRALIA

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Lars-Erik Casper Ferm

University in Western Australia

AUSTRALIA

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Mai Nguyen

Lecturer

Griffith University

AUSTRALIA

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Dung Le

Assistant Professor

VinUniversity

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Sara Quach Thaichon

Research Interests

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Articles (24)

Human versus virtual influencers: The interaction effects of influencer-brand congruence on consumers’ behavioral engagement

Value creation and destruction in telehealth services: the role of technology affordances

Digital Twins: Enhancing Personalized Experience Through Multiple and Dynamic Persona Across Customer Phygital Journey

The Role of Emotions and Imagery in Financial Decision‐Making: A Comparative Analysis of Neuromarketing and Self‐Report Data

The Influence of Strangers on Consumer Behavior in a Retail Environment

Holistic customer experience: interplay between retail experience quality, customer in-shop emotion valence and in-shop involvement valence

Customer experience of co-creation vs co-destruction in retailing: the role of key moments throughout the customer journey

Human-Generative AI Interaction: Assessing Futureproofing Attributes from Time Perspectives and Temporal Distances

Explanation of time perspectives in adopting AI service robots under different service settings

Influencer–Follower Interactions and Consumers' Behavioral Responses: A Multi-Method Approach and Future Research Agenda

Social Capital in Developing Resilience After a Transformative Change: A Case Study of the Deregulated Queensland Dairy Industry

Segmented routes to market: a simulation-based analysis of salesforce configuration in emerging retail environments

Digital luxury: how avatar marketing drives consumer engagement for luxury brands

VR retailing: When and why immersion pays off

The role of art infusion in enhancing pro-environmental luxury brand advertising

Customer retention: Exploring the effects of relationship layers and perceived indifference

Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person

The effect of AI quality on customer experience and brand relationship

Customer participation in firm-initiated activities via social media: Understanding the role of experiential value

Surviving an economic downturn: Dynamic capabilities of SMEs

Loyalty layers, expectations and the role of knowledge

The experience of regret in small business failure: who’s to blame?

Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis

Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect

Collaborators (10)

Amjad Shamim

Felix Septianto

Zsuzsa Reka Huszar

Park Thaichon

Scott Weaven

Assoc. Professor Robin E Roberts

Huy Duc Dang

Lars-Erik Casper Ferm

Mai Nguyen

Dung Le

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