Randall Shannon, Ph.D.
Assoc. Prof.

Specializations: Retailing, shopping behavior, branding, private label brands, consumer behavior

Dr. Randall Shannon received his doctorate in Marketing, with a focus on cross-cultural consumer behavior and branding from Thammasat University. Following a career in marketing research at AC Nielsen, he has been teaching in Thailand for more than ten years, typically topics related to marketing, consumer behavior, marketing research, new product development and advertising.

Dr. Shannon has published more than thirty papers in international conferences, and has published articles in international journals, such as the Journal of Brand Management and Oxford's European Retail Digest. He has also worked on various consulting projects within Asia for companies such as McKinsey, and Temporal Brand Consulting.

Dr. Shannon's research interests include consumer behavior (especially cross-cultural aspects) as relates to retailing and shopping behavior, as well as marketing in general. He enjoys exploring consumer motivations and how this can be applied to enhance marketing, such as through more effective advertising and branding.
  

Shannon, Randall

 Research Area: Marketing
 Phone: 022062000 #2101
 Location: MU Building 13th Floor

Publications

    Article

  • Shannon, R., Mathur, A. & Moschis, G. (2020). Toward Achieving Sustainable Food Consumption: Insights from the Life Course Paradigm. Sustainability (Switzerland), 12(13), Article number 5359.[More]
  • Vatananan-Thesenvitz, R., Schaller, A. & Shannon, R. (2019). A bibliometric review of the knowledge base for innovation in sustainable development. Sustainability (Switzerland), 11(20), Article number 5783.[More]
  • Thanasrivanitchai, J., Moschis, G. P. & Shannon, R. (2017). Explaining Older Consumers' Low Use of the Internet. International Journal of Internet Marketing and Advertising, 11(4), 355-375.[More]
  • Vijaranakorn, K. & Shannon, R. (2017). The Influence of Country Image on Luxury Value Perception and Purchase Intention. Journal of Asia Business Studies, 11(1), 88-110.[More]
  • Kongarchapatara, B. & Shannon, R. (2016). The Effect of Time Stress on Store Loyalty: A Case of Food and Grocery Shopping in Thailand. Australasian Marketing Journal, 24, 267-274.[More]
  • Jantarat, J. & Shannon, R. (2016). The Moderating Effects of In-store Marketing on the Relationships between Shopping Motivations and Loyalty Intentions. International Review of Retail, Distribution and Consumer Behaviour, 26(5), 566-588.[More]
  • Mandhachitara, R. & Shannon, R. (2016). The Formation and Sustainability of same Product Retail Store Clusters in A Modern Mega City. Tijdschrift voor Economische en Sociale Geografie, 107(5), 561-581.[More]
  • Shannon, R. (2014). The Expansion of Modern Trade Food Retailing in Thailand. The International Review of Retail, Distribution and Consumer Research, 24(5), 531-543.[More]
  • Cai, Y. & Shannon, R. (2012). Personal values and mall shopping behaviour: The mediating role of intention among Chinese consumers. International Journal of Retail and Distribution Management, 40(4), 290-318.[More]
  • Cai, Y. & Shannon, R. (2012). Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumers. Australasian Marketing Journal, 20(1), 37-47.[More]
  • Schumann, J., Wangenheim, F., Stringfellow, A., Yang, Z., Praxmarer, S., Jimenez, F. et al. (2010). Drivers Of Trust In Relational Service Exchange: Understanding The Importance Of Cross-Cultural Differences. Journal of Service Research, 13(4), 453-468.[More]
  • DeWeaver, M. & Shannon, R. (2010). Waning Vigilance And The Disposition Effect: Evidence From Thailand On Individual Investor Decision Making. Journal of Socio-Economic, 39(1), 18-23.[More]
  • Schumann, J., Wangenheim, F., Stringfellow, A., Yang, Z., Blazevic, V., Praxmarer, S. et al. (2010). Cross-Cultural Differences In The Effect Of Received Word-Of-Mouth Referral In Relational Service Exchange. Journal of International Marketing, 18(3), 62-80.[More]
  • Nguyen, H. V., Moschis, G. P. & Shannon, R. (2009). Effects Of Family Structure And Socialization On Materialism: A Life Course Study In Thailand. International Journal of Consumer Studies, 33(2009), 486-495.[More]
  • Shannon, R. (2009). The Transformation Of Food Retailing In Thailand 1997-2007. Asia Pacific Business Review, 15(1), 79-92.[More]
  • Shannon, R. & Mandhachitara, R. (2008). Causal Path Modeling Of Grocery Shopping In Hypermarkets. Journal of Product and Brand Management, 17(5), 327-340.[More]
  • Shannon, R. & Mandhachitara, R. (2007). Why Private Label Grocery Brands Have Not Succeeded In Asia. The Journal of Global Marketing, 20(2-3), 71-87.[More]

    • Book

  • Shannon, R. (2017). Thai Consumers and Sustainability: Where is the Story Going?. Rakuten, Japan.[More]
  • Shannon, R. (2017). Retailing. Didier Millet, Singapore.[More]
  • Kongarchapatara, B. & Shannon, R. (2015). transformations in thailand's retailing landscape : public policies, regulations and strategies. Routledge.[More]
  • Iacobucci, D., Shannon, R. & Grigoriou, N. (2014). Marketing Management in Asia. CENGAGE Learning.[More]
  • Hallinger, P., Snidvongs, K., Shannon, R., Ractham, V. & Kantrabutra, S. (2007). Preparing Managers For Action: A Problem-based Approach. Dordrecht, The Netherlands : Springer.[More]

    • Proceedings

  • Shannon, R., Pulsiri, N., Vatananan, R., Tantipisitkul, K., Aung, T., Schaller, A. et al. (2019). Achieving Sustainable Development Goals for People with Disabilities through Digital Technologies, Portland, USA, the PICMET'19 Conference "Technology Management in the Word of Intelligent Systems".[More]
  • Zheng, J. C. & Shannon, R. (2018). Usage of Private Label Brands Among Street Vendors in Thailand, Bacelona, Spain, NB&PL International Conference 2018.[More]
  • Shannon, R., Yoopetch, C. & Moschis, G. P. (2018). Exploring Financial Literacy and Saving Behaviours Across Age Cohorts in Thailand: A Life Course Approach, Bangkok, Thailand, 2018 International Conference of Asia Marketing Association.[More]
  • Yoopetch, C. & Shannon, R. (2017). Environmental Planning for National Park Management and Sustainable Tourism Development, ICTB2017, Lucerne University of Applied Sciences and Arts.[More]
  • Cai, Y., Shannon, R. & Prajitmutita, M. (2016). Consumers’ Purchase Behavior of Organic Personal Care Products – A Cross-national Comparison between Chinese, Thai and Australian Consumers, Bangkok, the Oxford's 8th Retailing in Asia Conference.[More]
  • Ihtiyar, A. & Shannon, R. (2016). The Role of Social Environment on Interaction of Intercultural Service Encounters and its Effects on Customer Satisfaction, Bangkok, the Oxford's 8th Retailing in Asia Conference.[More]
  • Kolar, T. & Shannon, R. (2016). Flow experiences and the well-being of service consumers, Nakhon Pathom, Thailand, the 7th International Research Symposium in Service Management.[More]
  • Shannon, R. (2016). Contrasting Thai and Chinese Shopper Behavior and Satisfaction with PL Brands, Bacelona, Spain, Advances in National Brand and Private Label Marketing.[More]
  • Schlosser, C. & Shannon, R. (2015). Facebook - An Idea Channel for Brand Relationship Building? Motives for Electronic Word of Mouth and its Influence on Consumer Based Brand Equity, Bangkok, CLSG International Conference Series 2015.[More]
  • Kongarchapatara, B. & Shannon, R. (2015). The Mediating Effect of Chronic Stress on Time pressured Consumers and Their Shopping Behaviors., Bangkok, CLSG International Conference Series 2015.[More]
  • Shannon, R. (2015). The Impact of Older Consumers’ Goal Engagement Strategies on Their Use of the Internet, Sydney, Australia, 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing.[More]
  • Shannon, R. & Kongarchapatara, B. (2014). Behavioral Change of Loyalty Program Members: An Investigation of Customers’ Purchases When Ones Move from Lower to Upper Tier, Singapore, 7th Oxford Asia Retail Conference.[More]
  • Shannon, R. (2014). Exploring the Usage of Private Label Brands among Street Vendors in Bangkok, Singapore, 7th Oxford Asia Retail Conference.[More]
  • Shannon, R. (2014). Effects of Social Influence on Satisfaction with PL Brands in Thailand, Barcelona, Spain, Advances in National Brands & Private Labels in Retailing.[More]
  • Shannon, R. (2014). Older Adults and Internet Resistance, Seoul, Korea, 3rd Annual Conference of the CLSG.[More]
  • Thanasrivanitchai, J. & Shannon, R. (2014). Aging Consumers and Technological Rejection, Kanazawa, Japan, Portland International Center for Management of Engineering and Technology (PICMET).[More]
  • Kongarchapatara, B. & Shannon, R. (2012). Investigating the Effectiveness of a Loyalty Program Through the Relationships of Program Design, Implementation, and Customer Loyalty., Adelaide, Australia, the ANZMAC2012.[More]
  • Cai, Y. & Shannon, R. (2011). Exploring The Effect Of Personal Values On Mall Shopping Behavior Between Thai And Chinese Consumers, Kona, Hawaii, USA, the Cross Cultural Research Conference.[More]
  • Jirachocksubsin, P. & Shannon, R. (2011). Contrasting Thai And Thai-Chinese Attitudes Towards Savings Intention, Kona, Hawaii, USA, The Cross Cultural Research Conference.[More]
  • Kongarchapatara, B., Laisawat, S. & Shannon, R. (2011). Shopping Motives And Attitudes Towards Retail Attributes, Oxford University, UK, 6th Asia Pacific Retail Conference.[More]
  • Laisawat, S., Jantarat, J. & Shannon, R. (2011). Comparative Analysis Of High/Low Patronage Intention And Heavy/Light Spenders On Usage Of Information Sources, Oxford University, UK, 6th Asia Pacific Retail Conference.[More]
  • Jantarat, J., Laisawat, S. & Shannon, R. (2010). The Shopping Behaviors Of Fashion Innovative Thai Consumers, Christchurch, New Zealand, the Australian and New Zealand Marketing Annual Conference (ANZMAC) 2010.[More]
  • Jantarat, J., Laisawat, S. & Shannon, R. (2010). The Effect Of Fashion Involvement On Shopping Behaviors: An Exploratory Study In Thailand, Christchurch, New Zealand, the Australian and New Zealand Marketing Annual Conference (ANZMAC) 2010.[More]
  • Cai, Y. & Shannon, R. (2010). The Contribution Of Salient Mall Attributes To Consumer Satisfaction: An Importance-Performance Analysis Across Nations, Christchurch, New Zealand, the Australian and New Zealand Marketing Annual Conference (ANZMAC) 2010.[More]
  • Cai, Y. & Shannon, R. (2010). Personal Values And Mall Shopping Behavior: The Mediating Role Of Attitudes Of Chinese And Thai Consumers, Christchurch, New Zealand, the Australian and New Zealand Marketing Annual Conference (ANZMAC) 2010.[More]
  • Shannon, R. & Cai, Y. (2010). A Comparative Analysis Of Values And Shopping Patterns Among Chinese And Thai Mall Shoppers, Christchurch, New Zealand., The Australian & New Zealand Marketing Academy (ANZMAC) 2010 Conference.[More]
  • Shannon, R. & Mandhachitara, R. (2009). Exploring Organic Retail Clustering In Bangkok, Hong Kong, Oxford University Said Business School's 5th Conference on Retailing in the Asia Pacific.[More]