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. Attached Files Name Description MIMEType Size Downloads binney-consumerreactions-post-2015.pdf Author's post print application/pdf 738.17KB 403 Title Consumer reactions to corporate social responsibility (CSR) in Thailand: the moderating effect of competitive positioning Author(s) Srinaruewan, Preeda Binney, Wayne Higgins, Colin orcid.org/0000-0002-5415-3729 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: Faculty of Business and Law Deakin Business School Open Access Collection Related Links Link Description Connect to Elements publication management system Go to link with your DU access privileges   Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Thu, 01 Oct 2015, 11:23:17 EST Fri, 02 Oct 2015, 05:00:25 EST Mon, 05 Oct 2015, 07:53:18 EST Fri, 23 Oct 2015, 05:11:41 EST Fri, 23 Oct 2015, 08:45:40 EST Tue, 27 Oct 2015, 13:04:06 EST Fri, 30 Oct 2015, 13:23:33 EST Wed, 06 Dec 2017, 06:16:44 EST Fri, 07 Sep 2018, 17:38:56 EST Filtered Full Citation counts:   Cited 6 times in TR Web of Science Cited 9 times in Scopus Search Google Scholar Access Statistics: 534 Abstract Views, 406 File Downloads  -  Detailed Statistics Created: Thu, 01 Oct 2015, 11:23:17 EST