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Consumer reactions to corporate social responsibility (CSR) in Thailand: the moderating effect of competitive positioning

Srinaruewan, Preeda, Binney, Wayne and Higgins, Colin 2015, Consumer reactions to corporate social responsibility (CSR) in Thailand: the moderating effect of competitive positioning, Asia pacific journal of marketing and logistics, vol. 27, no. 4, pp. 628-652, doi: 10.1108/APJML-10-2014-0151.

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Title Consumer reactions to corporate social responsibility (CSR) in Thailand: the moderating effect of competitive positioning
Author(s) Srinaruewan, Preeda
Binney, Wayne
Higgins, Colin
Journal name Asia pacific journal of marketing and logistics
Volume number 27
Issue number 4
Start page 628
End page 652
Total pages 25
Publisher Emerald Publishing Group
Place of publication Bingley, Eng.
Publication date 2015-09-14
ISSN 1475-7699
1758-4248
Keyword(s) Competitive positioning
Consumer behaviour
Consumer reactions
Corporate social responsibility
Thailand
Summary Purpose – 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 et al. (2007). Design/methodology/approach – A quantitative study was conducted using a mall intercept survey of 184 Thai mobile phone service provider consumers in Bangkok, Thailand. Findings – 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. Practical implications – The paper provides potential guidance for companies to more effectively position and communicate their CSR activities to create differential advantages. Originality/value – Findings of the study demonstrate some support for a business case for CSR in Thailand.
Language eng
DOI 10.1108/APJML-10-2014-0151
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Emerald Publishing Group
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30078644

Document type: Journal Article
Collections: Deakin Graduate School of Business
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.