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Gratitude within ASEAN Higher Education: an exploratory study.

Cownie, F., Vu, V., Sonata, N., Haft, J. and Chaiveeradech, M, 2019. Gratitude within ASEAN Higher Education: an exploratory study. In: Academy of Marketing Annual Conference, 2-4 July 2019, Regents College, London.

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Final ASEAN academics and students gratitude and wom for AM submission .pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.



Gratitude can be a powerful mediating variable within relational exchanges, with the potential to drive important relational outcomes. The cultural characteristics of countries within the ASEAN region, suggest that relational exchanges which focus on reciprocity and thus gratitude may have a particularly important role to play. This study seeks to examine evidence of gratitude within students’ and academics’ experiences within four HEIs within Thailand, Vietnam and Indonesia. It examines the impact of gratitude on an important relational outcome, word-of-mouth communication. An understanding of the nature and evidence of gratitude amongst students has the potential to inform the development of strategies aimed to enhance word-of-mouth from students about their experiences of university within the ASEAN region.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:gratitude; word of mouth communication; ASEAN; higher education
Group:Faculty of Media & Communication
ID Code:32490
Deposited By: Symplectic RT2
Deposited On:03 Jul 2019 10:42
Last Modified:14 Mar 2022 14:16


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