The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

The study aims to verify the relationship between leaders’ personality traits in leader - member exchange (LMX), and job performance. Hierarchical Regression Analysis was used to examines (a) how leaders’ personality traits and LMX affect the influence of social capital on job performance and organizational citizenship behavior; (b) how perceived organization support (POS) can moderate the influences of LMX on social capital, in turn impacting job performance and OCB. Responses are employees in the service industry in Thailand, which consisted of 236 independent samples in 77 groups. Each group included at least one leader and 1-5 followers. The results show that there is a significant relationship between leader’s personality traits, LMX and social capital. Leader with the higher level of conscientious, and agreeableness can always create good relations with their followers. The level of LMX are also related to social capital and both of these influence OCB and job performance. The moderating effect of perceived organizational support is also significant that POS can amplify the influence of LMX on social capital. Finally, the research findings show that perceived organizational support is one of the moderating factors in LMX exchanges. Followers perceived organizational support can amplify the influence of LMX on social capital.