Objective - This study aims to extend the brand personality concept by applying this organization, i.e., university. Methodology/Technique – A questionnaire was designed based on Aaker (1997)’s 5 dimensions of scale collect data. 400 Thai undergraduate students Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus participated in study. Participants were first informed description a...

Modern society today relies on the ideology of consumption, not just a marker social status person or group but mechanism used by consumers to gain prestige buying consuming goods considered high customers. The increasing reach consumerism has expanded traditional definition "commodity" into an intangible service, especially in universities' operations. Surveys show that students tend act as un...