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Does CSR Branding Matter to the Young Consumers in Thailand: The Mediation Effect of Product Brand Attitudes |
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| รหัสดีโอไอ | |
| Creator | Lokweetpun Suprawan |
| Title | Does CSR Branding Matter to the Young Consumers in Thailand: The Mediation Effect of Product Brand Attitudes |
| Publisher | Stamford International University |
| Publication Year | 2558 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 2 |
| Journal No. | 2 |
| Page no. | 73-85 |
| Keyword | CSR Branding, Product Brand Attitudes, Purchase Intention, Stakeholder Theory, Theory of Planned Behavior |
| ISSN | 2351-0307 |
| Abstract | This study investigates the research in two-folds including; the relationship between CSR branding and product brand attitudes, and the mediation effect of product brand attitudes on the relationship of CSR branding and purchase intention. The research was conducted on the 220 young Thai consumers asking about a single well-known product. The statistical analysis used for hypothesis testing was multiple regression with the mediation testing included. The finding suggests that only employee concern and financial fairness dimensions of CSR branding influenced both utilitarian and hedonic product brand attitudes, while there is no evidence shown for environmental awareness and community commitment dimension. In the light of product brand attitudes, the research found its role is fully mediating the relationship of CSR branding and purchase intention. |
