BBA in International Business Management and Marketing – Assumption University, Thailand
Memberships and Affiliations:
NZ Asian Leaders
Dr Noke Pornchanoke Tipgomut has more than 10 years of educating and practical business experience in the marketing field. She was involved in many consultancy projects at the government level in Thailand. Her areas of expertise are Consumer Behaviour, Advertising and Marketing Research. Her strong positive attitude, resourceful knowledge and analytical skills, add value to students’ academic development.
Consumer reactions to human advertising models
QCA (Qualitative Comparative Analysis)
Latent class and analysis
Current Research Projects:
Tipgomut, P., McNaught, A., & Paas, L.J., “Asian Beauty Types and Advertising Effectiveness,” Target: Journal of Advertising.
Tipgomut, P., Paas, L.J., & McNaught, A., “Female consumer reaction to cosmetic surgery beauty in advertisements,” Target: Marketing Letters.
De Villiers, R., Tipgomut, P., & Hess, A.C., “Innovation in business research methods-to-theory: The adoption journey of QCA in the peer-reviewed marketing literature,” Target: Journal of Business Research.
Wu, H.-H., Tipgomut, P., Chung, H.F.L., & Chu, W.-K., “The Mechanism of Positive Emotions Linking Consumer Review Consistency to Brand Attitudes: A Moderated Mediation Analysis,” Target: Asia Pacific Journal of Marketing and Logistics.
Hess, A.C., Tipgomut, P., & De Villiers, R., “A New Sport Spectator Typology: An Examination of TV and Live Sports Spectators Motivations, and Game (-related) attributes,” Target: Sport Management Review.
Tipgomut, P., Paas, L.J., & McNaught, A., “Media said she has undergone cosmetic surgery: How information on media publication about female models Influences consumer reactions towards advertisements portraying those models,” work-in-progress.
De Villiers, R., & Tipgomut, P. (2018), “Reviewing the Marketing Theory Adoption Journey for Studies Using QCA as a Methodological Approach: Insights, gaps and agenda for future research”, Australasian Marketing Journal, 26(4), 317-337.
De Villiers, R., Tipgomut, P., & Hess, A.C. (2019), “Innovation in Business Research Methodologies: The Adoption journey of QCA in Peer-reviewed Marketing Literature,” Proceedings of the INEKA Conference, Verona, Italy (11-13 June 2019).
Tipgomut, P., Paas, L.J., & McNaught, A. (2017), “Cosmetic Surgery Beauty in Advertisements: Reactions of Female Consumers to Female Advertising Models Who Have Undergone Cosmetic Surgery,” Proceedings of the 39th Marketing Science Annual Conference, Los Angeles, California.
Tipgomut, P., Paas, L.J., & McNaught, A. (2015), “Beauty from Cosmetic Surgery: How Consumers React towards Ads Portraying Models Who Have Undergone Cosmetic Surgery,” Proceedings of the Australia & New Zealand Marketing Academy (ANZMAC) 2015 Doctoral Colloquium, the University of New South Wales, Sydney, Australia (28-29 November 2015).
2018 – Lecturer of the Year Nomination – Albany Students’ Association, Massey University
2018 – Research Dissemination Grant, Massey University
2017 – Completion Bursary Scholarship, Massey University
2017 – Research Support Scholarship, Massey University