Due to marketing activities, brand equity is the important marketing thought for academic and entrepreneur practices. Creating an appropriate brand equity management has been indicated significant topic for small and medium enterprises. Along with local brand coffee bar in Thailand, with the growing competitive, the customer of local brand coffee bar behaves like a high switching brand and a low brand loyalty. This quantitative study examines significance of marketing activities and brand equity dimension, such as brand awareness, brand association, brand perceived quality and brand loyalty, to enhance purchase intention in local brand coffee bar in Thailand. The customers of local brand coffee bar are attended to collect data in Chiang Mai, which is the one largest city in Thailand. For supporting the research, hypothesis was employed by the structural equation modelling. The results argue that marketing activities and brand awareness have a high strong combined enhance on purchase intention. Keywords: Brand equity, service marketing mixed, purchace intention, local brand, coffee bar.

Strategic corporate brand management (SCBM) and corporate performance are especially meaningful to become a new support management concept for SMEs today. However, SMEs less is served to how SCBM conceptualizing brought in order that it may produce the high effectiveness CP and their conceptualizing has not been still investigated appropriately, especially the SMEs of Thailand context. This paper seeks to develop a conceptual model for SCBM towards on SMEs corporate performance in Thailand. Drawing on reconsidering and analyzing the theoretical and empirical research are addressed the model.  Based on the result provide that SCBM concentrating on the SMEs corporate performance pointedly the effect of distinctiveness, closely with firm characteristics, entrepreneurship, corporate brand element and competitive environment. The developed model devoted to great recognize the role of SCBM and how to enlarge the assistance of Thai SMEs corporate performance. Moreover, this paper increases to the previous research in which the attachment between other factors with SCBM was synthesized. The model advances to SCBM study by essence one of the SMEs development notions. In sum, it is recommended that Thai SMEs’ entrepreneur should be accentuating more for their firm characteristics, entrepreneurship, corporate brand element, competitive environment and strategic corporate brand management. Furthermore, it should be address an evidence empirical study for a major gap in the area of SCBM. Keywords: Strategic Coporate Brand Management, Coporate Performance, SMEs, Thailand

Background and Aim: China’s real estate market experienced exponential growth, but stringent government policies led to decreased credit lending in 2021. Entrepreneurs identify market needs, conduct businesses, face risks, and pursue efficiency with innovation and economic progress. This study aims to examine the perception level of entrepreneurship development in the construction industry in Liao Ning province and to study the guideline of entrepreneurship development to drive the business growth of the construction industry in Liao Ning province. Materials and Methods: This research paper follows the quantitative research method. The total sample size for the research will be 56 firms in the construction sector in Liao Ning province. A questionnaire was employed as an instrument for gathering data in the present investigation. The statistical parameters, such as the mean and standard deviation, were utilized to conduct data analysis and determine the presented data. Results: The research revealed that there were moderate levels of perceptions regarding the development of creativity and entrepreneurship, as well as moderate levels of perceptions regarding the development of training and entrepreneurship. This research delves into the guidelines for entrepreneurship development in the construction industry of Liao Ning province, with a particular emphasis on the factors of creativity, risk-taking, and success. The entrepreneurial mindset is influenced by various factors such as financial status, age, education, and work experience. The training program about Business Models provides valuable insights into various frameworks, structures, financial benefits, and strategic approaches. Conclusion: The research shows moderate perceptions of creativity and entrepreneurship development in Liao Ning province’s construction industry. It emphasizes factors like creativity, risk-taking, and success and highlights the importance of training programs for business models. The study examines entrepreneurship development guidelines for Liao Ning province’s construction industry, focusing on creativity, risk-taking, and success, considering factors like financial status, age, education, and work experience.

Background and Aim: Human resource management refers to an organization's systems for monitoring and developing its people. This paper aims to study the level of employee engagement, job embeddedness, and organizational citizenship of ZDH Company in China and to study the guideline of employee engagement, job embeddedness, and organizational citizenship of ZDH Company in China. Materials and Methods: This research is a quantitative research method. The total sample size for the research will be 296 employees of ZDH Company. A questionnaire was used as a tool to collect data in this study. Statistical values such as mean and standard deviation were used for data analysis to define the information that was presented. Results: The results indicated that all of the variables had a high level (mean score = 3.79, S.D. = 0.71). ZDH stands for Zone of Determinants of Health, which suggests collaboration between managers and employees can improve work culture, reduce cynicism, boost morale, and reduce negative attitudes. Conclusion: All variables were high (mean score = 3.79, S.D. = 0.71). The Zone of Determinants of Health (ZDH) argues that manager-employee collaboration can improve work culture, reduce cynicism, boost morale, and minimize negative attitudes. ZDH Company should use attitude tests to attract workers, implement policies for career development, create relationships with employees, and support social and CSR activities to build bonds.

Background and Aim: China's economic reforms cause uncertainty, decelerating output, investment, and employment rates, with the real estate sector being the primary focus. This research aims to measure the opinion level of strategic business management in the Real Estate Agency Industry in Beijing, China, and to study the guideline for improving strategic business management in the Real Estate Agency Industry in Beijing, China. Materials and Methods: This research paper observes the quantitative research methodology. The study will encompass a total of 45 firms operating in the real estate agency industry in Beijing. The present study utilized a questionnaire as a data collection tool. The statistical parameters, including the mean and standard deviation, were employed for the purpose of data analysis and to ascertain the data presented.  Results: The Beijing real estate agency industry has moderate opinions on strategic management, with moderate scores in evaluation and control, implementation, formulation, and environmental scanning. The study aims to improve strategic business management, focusing on environmental scanning, mission statement, objectives, processes, and control systems. Conclusion: Beijing real estate agency industry moderates strategic management, focusing on environmental scanning, mission statement, objectives, processes, and control systems. The business strategical management data promotes innovation and communication through compliments and awards. Internal procedures should focus on improving customer service and employee skills, even if data shows business performance is good.