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dc.contributor.authorChomvilailuk, Rojanasaken_US
dc.contributor.authorButcher, Kennethen_US
dc.contributor.editorIan Phauen_US
dc.date.accessioned2017-04-24T10:16:51Z
dc.date.available2017-04-24T10:16:51Z
dc.date.issued2010en_US
dc.date.modified2011-03-07T08:56:48Z
dc.identifier.issn13555855en_US
dc.identifier.doi10.1108/13555851011062296en_AU
dc.identifier.urihttp://hdl.handle.net/10072/36968
dc.description.abstractPurpose - The purpose of this paper is to investigate the efficacy of three corporate social responsibility (CSR) initiatives on brand preference in the Thai banking sector. Design/methodology/approach - A 2 2 2 between subject experimental design was used to test the hypotheses in a bank setting. Three CSR initiatives were tested against a predictor variable of perceived brand quality and moderated by age, CSR predisposition and cultural values. The CSR initiatives comprised commitment to CSR; type of CSR programme; and transparency. Written vignettes disguised as press releases by the bank were used as stimulus materials and a survey completed by 219 consumers in Thailand. Findings - Overall, all three CSR initiatives had a modest but significant effect on brand preference. The level of influence varied according to age, CSR predisposition and cultural values. While older customers placed more emphasis on perceived brand quality overall it was also found that the type of CSR programme could significantly affect brand preference. In those groups high on the cultural value of individualism, commitment to CSR was found to be a strong contributor to brand preference. Similarly in those groups with a high power distance, brand preference was more influenced by CSR initiatives. Research limitations/implications - While CSR initiatives make modest improvements to brand preference overall, more substantial impacts occur under situational conditions. Discovering and exploiting such situations is critical to any firm making substantial investments in CSR. Practical implications - The differential impact of CSR initiatives on brand preference highlights the importance of carefully targeting stakeholders to optimise CSR investments. Communication strategies need to ensure that the appropriate message is designed for particular audiences. Originality/value - A specific dependent variable of brand preference is used in this study, together with three specific CSR initiatives and three moderating influences. In addition, perceived brand quality is utilised as a benchmark variable to test the strength of CSR initiatives.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmeralden_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom397en_US
dc.relation.ispartofpageto418en_US
dc.relation.ispartofissue3en_US
dc.relation.ispartofjournalAsia Pacific Journal of Marketing and Logisticsen_US
dc.relation.ispartofvolume22en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleEnhancing brand preference through corporate social responsibility initiatives in the Thai banking sectoren_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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