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A Study of the Influence of Corperate Social Responsibility on BuyingDecision Process with Brand Equity of Corporate in Thailand |
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| รหัสดีโอไอ | |
| Creator | Chonnamas Chaisri, Sirirat Kosakarika |
| Title | A Study of the Influence of Corperate Social Responsibility on BuyingDecision Process with Brand Equity of Corporate in Thailand |
| Contributor | Yupawan Vannavanit |
| Publisher | Business Administration Kasetsart University |
| Publication Year | 2565 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 16 |
| Journal No. | 14 |
| Page no. | (1-28) |
| Keyword | CorporateSocialResponsibility,BrandEquity,BuyingDecisionProcess,Confidence. |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB/about |
| Website title | http://journal.bus.ku.ac.th/ |
| ISSN | 25396250 ONLINE |
| Abstract | ThepurposesofthisresearchweretostudytheinfluenceofCSRonBuyingDecisionProcesswithBrandEquityasthemediatorinThaicorporate.Thequestionnairesurveywasusedtocollectthedataof480samplesfromThaicustomersofPTTPublicCompanyLimitedandKASIKORNBANKPublicCompanyLimited.Thedatawassurveyedbynon-probabilitysamplingtoobtainthequalifications.TheresultsshowedthatCorporateSocialResponsibility,BrandEquityandBuyingDecisionProcesstotalhighprioritylevels.TheconcordanceoffitindicesandstructuralequationmodelwereinacceptablelevelsconsideredbyCMIN/DF=2.260,GFI=0.938andRMSEA=0.051;ConsistentwiththeCSRinfluenceonPurchase,ProblemandInformationinthisorderwithBrandEquity. |
