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Applying Mythical Belief to Product Marketing in Thailand Cover

Applying Mythical Belief to Product Marketing in Thailand

Journal of Ethnology and Folkloristics
Volume 19 (2025): Issue 2 (December 2025)
By: Sansanee Krajangchom,  Thitinadda Chinachan and  Pachernwaat Srichai  
Open Access
|Dec 2025

Authors

Sansanee Krajangchom

sansanee.k@cmu.ac.th

Researcher, Center of Tourism and Research Development, Multidisciplinary Research Institute, Chiang Mai University, Chiang Mai, Thailand

Thitinadda Chinachan

thitinadda.m@cmu.ac.th

Researcher, Center of Tourism and Research Development, Multidisciplinary Research Institute, Chiang Mai University, Chiang Mai, Thailand

Pachernwaat Srichai

pachernwaat.s@cmu.ac.th

Researcher, Faculty of Business Administration and Liberal Arts Rajamangala, University of Technology, Chiang Mai, Thailand
DOI: https://doi.org/10.2478/jef-2025-0022 | Journal eISSN: 2228-0987 | Journal ISSN: 1736-6518
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Language: English
Page range: 146 - 162
Published on: Dec 18, 2025
Published by: University of Tartu, Estonian National Museum, Estonian Literary Museum
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
creative folklore,
cultural product design,
Phaya Luang,
Tai Lue,
tourism marketing
Related subjects:
Social sciences,
Anthropology,
Social anthropology,
Cultural anthropology,
Linguistic anthropology,
Theology and religion,
Religious studies,
Anthropology of religion

© 2025 Sansanee Krajangchom, Thitinadda Chinachan, Pachernwaat Srichai, published by University of Tartu, Estonian National Museum, Estonian Literary Museum
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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