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• W1569422465 abstract "[Abstract]: Corporations in the twenty-first century are increasingly concerned aboutmanaging societal issues in marketing to benefit key stakeholder interests,particularly customer groups. A number of industry surveys attest to the positiveeffects of societal marketing and its related concepts on consumer attitudes andbehaviour throughout various countries. However, a scarcity of empiricalresearch in this field still exists, especially in Thailand. Thus, this thesisaddresses gaps in the literature by investigating the research problem:'How does a societal marketing program influence the attitudes of Thaiconsumers in relation to corporate image?'Specific objectives this research program addresses are to:- develop a Thai model for societal marketing's impact on consumer's attitudestoward a corporate image;- gain better understanding of demographic factors, such as gender, age,educational level, income level and marital status, that also influenceconsumer attitudes toward corporate image; and- test the Thai model of societal marketing's impact on corporate image withdata gathered using the Brand's Educational Summer Camp program oncustomer attitudes toward the image of Cerebos.The methodology used in this research comprises three distinct stages, firstly areview of existing literature, secondly exploratory studies consisting of in-depthinterviews and focus groups and finally, a descriptive survey of the customers ofCerebos (Thailand) Limited which implemented the societal marketing program,namely Brand's Educational Summer Camp program.Following a review of related literature on societal marketing, corporate imageand their related forms, three key gaps were identified. Firstly, that the extantliterature empirically describing the impact of societal marketing on consumerattitudes regarding corporate image in the Thai context was relatively limited,with most of the existing explanatory models or theories lacking the empirical testing necessary to support them. Secondly, it was possible to distinguish a lackof studies conducted on demographic influences regarding corporate image.Finally, as most previous empirical studies in this field were initiated in theUnited States, there existed a lack of studies from different countries, particularlyfrom Thailand.Based on results from the review of literature, three in-depth interviews and fourfocus groups were conducted to further identify and refine the model of theimpact of societal marketing programs on customer attitudes regarding corporateimage for the Thai context.The final and main stage of this thesis was a mail survey, completed by 1,153Cerebos' customers achieving a 38.4 percent response rate. The data wasanalyzed by SPSS and LISREL using structural equation modeling, whichmeasured the strengths of the variables and tested the structure of the model. Atwo-step approach was then applied to simplify analysis of the complete model.In summary, the findings of this research indicate that in the research context ofThailand, a societal marketing program and corporate marketing communicationscan create positive customer attitudes toward corporate image. Two specificdemographic characteristics of respondents, educational level and marital status,show particular and significant impact on attitudes toward corporate image.Additionally, both feeling and belief components serve as important determinantsof attitude toward corporate image, with a belief component indicating moreimportant a role than a feeling component, for attitude formation in the Thaicontext.The theoretical implications of this research empirically support the theory thatsocietal marketing has a positive effect on Thai consumers' attitudes towardcorporate image. Additionally, that a Thai model of societal marketing's impacton customer's attitudes in relation to corporate image has been developed.Moreover, that the use of a multidisciplinary research approach and structuralequation modeling in the research of societal marketing impact on corporateimage, can now be supported. The practical implications of this research promote the provision of betterinformation that will ensure corporate marketers application of societal marketingin order to differentiate themselves from competitors. Also, such results can beused as input to government policy makers to encourage the use of societalmarketing programs by business enterprises to both benefit key stakeholderinterests and establish alliances with non-profit organizations to engender thepromotion of their social activities and concerns.In conclusion, future research was identified in three areas namely, delimitationsof scope, then, a further testing and validation of scales and the model developedand finally, the continued improvement and refinement of the methodology used.Ultimately, future investigations should be extended to different societalmarketing programs and strategies across different industries in the Thai context." @default.
• W1569422465 created "2016-06-24" @default.
• W1569422465 creator A5021002655 @default.
• W1569422465 date "2003-01-01" @default.
• W1569422465 modified "2023-09-24" @default.
• W1569422465 title "The impact of societal marketing programs on customer attitudes toward corporate image in Thailand" @default.
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