Consumer reactions to corporate social responsibility (CSR) in Thailand. Issue 4 (14th September 2015)

• Record Type: Journal Article
• Authors: Srinaruewan, Preeda; Binney, Wayne; Higgins, Colin
• Is Part Of: Asia Pacific journal of marketing and logistics. Volume 27:Issue 4(2015)
• Page Start: 628
• Page End: 652
• Publication Date: 2015-09-14
• Subjects: Marketing -- Asia -- Periodicals; Marketing -- Pacific Area -- Periodicals; Business logistics -- Asia -- Periodicals; Business logistics -- Pacific Area -- Periodicals; Consumer behavior -- Asia -- Periodicals; Consumer behavior -- Pacific Area -- Periodicals; 381.095
• DOI: 10.1108/APJML-10-2014-0151
• Languages: English
• ISSNs: 1355-5855

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – The purpose of this paper is to understand the business case for corporate social responsibility (CSR) in Thailand by focusing on the consumer-organisational relationship and test the conceptual framework of Du <italic>et al.</italic> (2007). </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – A quantitative study was conducted using a mall intercept survey of 184 Thai mobile phone service provider consumers in Bangkok, Thailand. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – A CSR emphasised brand is more likely than non-CSR emphasised brands to accrue consumer CSR awareness, positive attitude to company motivations and beliefs in the CSR of that company. Although beliefs are associated with consumers' greater identification and advocacy behaviours towards the CSR emphasised brand than the non-CSR emphasised brands, they are not associated with loyalty. </p> </sec> <sec> <title content-type="abstract-heading">Practical implications</title> <p> – The paper provides potential guidance for companies to more effectively position and communicate their CSR activities to create differential advantages. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – Findings of the study demonstrate some support for a business case for CSR in Thailand.</p> </sec> </abstract>