Tho-sanguan, N., and D. K. . Chandrasapth. “Analyzing Brand Personality of Joke Nai Tho Restaurant Using Brand Archetype Approach”. Journal of Innovative Business Management Research, vol. 2, no. 1, May 2025, pp. 32-51, https://so07.tci-thaijo.org/index.php/JIBMR/article/view/7382.