University Social Responsibility and Brand Image of Private Universities in Bangkok

2015 ◽  
Author(s):  
Jirawan Plungpongpan ◽  
Leela Tiangsoongern ◽  
Mark Speece
Keyword(s):  
Social Responsibility ◽  
Brand Image ◽  
Private Universities

University social responsibility and brand image of private universities in Bangkok

2016 ◽  
Vol 30 (4) ◽  
Author(s):  
Jirawan Plungpongpan ◽  
Leela Tiangsoongnern ◽  
Mark Speece
Keyword(s):  
High School Students ◽  
Social Responsibility ◽  
Design Methodology ◽  
Brand Image ◽  
Private Universities ◽  
School Students ◽  
Consideration Set ◽  
The University ◽  
Brand Consideration ◽  
Practical Implications

Purpose This research examines the effects of University Social Responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study.USR activities may be implicit or explicit, i.e., actively communicated to external stakeholders. We show that explicit USR can help put a university into the brand consideration set. Design/methodology/approach This pilot research uses qualitative interviews to explore perceptions of six private university executives, six M6 (high school) students, and the parents of the M6 students. Findings In Thailand, some USR elements are mandated components of quality assurance, but many universities go beyond basic requirements. The university executives talked about USR beyond simply meeting government QA requirements. USR can contribute to competitiveness and it helps produce better, more socially responsible graduates. Communication about USR is done through both online and traditional media, but public knowledge lags somewhat compared to what universities actually do. M6 students are more aware of university USR activities than their parents because of online media and university roadshows at their schools. USR is not the major factor in choosing a university, and many activities are not well known. However, students and parents think that USR is helpful, and some activities directly impact inclusion in the brand consideration set. Practical implications Universities can apply these USR activities to strengthen their brand images and become part of the consideration set. However, they need more careful marketing communications to fully inform stakeholders about the whole range of USR. Originality/value The researchers have examined how private Thai universities use USR activities as a part of government mandated QA components. These USR activities can contribute to their brand image and help move the university into the brand consideration set.

scholarly journals Social responsibility of public and private universities in Uganda

2017 ◽  
Vol 8 (1) ◽  
pp. 73
Author(s):  
Livingstone Ddungu ◽  
Ritah N. Edopu
Keyword(s):  
Social Responsibility ◽  
Private Universities ◽  
Public And Private

scholarly journals Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business

2017 ◽  
Vol 7 (3) ◽  
pp. 38 ◽  
Author(s):  
Gonzalo Maldonado-Guzman ◽  
Sandra Yesenia Pinzón-Castro ◽  
Cid Leana-Morales
Keyword(s):  
Corporate Social Responsibility ◽  
Small Business ◽  
Social Responsibility ◽  
Brand Image ◽  
Research Paper ◽  
Medium Size ◽  
Firm Reputation ◽  
Marketing Literature ◽  
Corporate Social ◽  
Empirical Investigations

Several investigations are commonly found in marketing literature but there are relatively few theoretical and empirical researches that associate marketing with corporate social responsibility (CSR). There are even less empirical investigations that relate these two important constructs with firm reputation of enterprises aimed to small and medium-size enterprises (SMEs) which shows a clear void in literature regarding the existing relation between CSR activities, brand image of products or services created by enterprises and their firm reputation. For this reason, the main objective of this research paper is the analysis of the existing relation between CSR activities, firm reputation and brand image of products or services of SMEs by using a sample of 308 enterprises from Aguascalientes State. The results obtained show that CSR activities have positive and significant effects in both the firm reputation and brand image of products or services created by SMEs.

scholarly journals EFEKTIVITAS PROGRAM CORPORATE SOCIAL RESPONSIBILITY PADA BANK SYARIAH MANDIRI DI KOTA AMBON

TAHKIM ◽  
2018 ◽  
Vol 14 (1) ◽  
Author(s):  
Maratun Shalihah ◽  
Mahwa Soraya Tuasikal
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Image ◽  
Brand Reputation ◽  
Public Company ◽  
Corporate Social

Bank Syariah Mandiri in Ambon City as part of a public company has social responsibility through the implementation of Corporate Social Responsibility (CSR) to help the community. The implementation of the CSR program at BSM in Ambon City aims to create a brand image and brand reputation as well as to create innovation. Without leaving the view of Beyond compliance or compliance plus which is a sincere encouragement to help in the implementation of CSR, in general the form of CSR programs is philantropy. The effectiveness of the CSR program on BSM from effectiveness aspects (benefits) and relevance aspects (suitability) received positive appreciation from the community because this aspect was felt to be able to provide benefits to the communities in the company's operating area.

scholarly journals The Impact of the Application of Social Responsibility on the Creation of a Competitive Advantage for Jordanian Private Universities

2016 ◽  
Vol 11 (9) ◽  
pp. 166
Author(s):  
Sima Ghaleb Magatef
Keyword(s):  
Social Responsibility ◽  
Competitive Advantage ◽  
Local Community ◽  
Private Universities ◽  
Hierarchical Cluster ◽  
High Scale ◽  
The Creation ◽  
The Impact

<p>This study seeks to identify the impact of the application of social responsibility on the creation of a competitive advantage. The study has been applied on Jordanian private universities. 200 copies of the questionnaire were distributed over managers and officials at these institutions. 82% of the 164 questionnaires which were distributed over the study sample ware recovered. A group of social responsibility dimensions represented by the local community, employees, customers (students at private universities), the environment and studying its impact level on the creation of competitive advantage for Jordanian private universities have been focused upon.</p><p>The hierarchical cluster has been used, where universities have been divided into groups. The results show that the first group of private universities uses social responsibility at a high and notable scale, while the second group uses social responsibility at a low scale. The results show that the group using social responsibility at a high scale, its competitive advantage is high, while the second group which uses social responsibility at a low scale, its competitive advantage is low.</p><p>The study demonstrates the importance of social responsibility and the interest of Jordanian private universities to apply it for its positive and clear impact on the creation of a competitive advantage in the market.</p><p> </p>

Exploration of patriotic brand image: its antecedents and impacts on purchase intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yufan Li ◽  
Weichen Teng ◽  
Tien-Tien Liao ◽  
Tom M.Y. Lin
Keyword(s):  
College Students ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Image ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Research Model ◽  
Content Type ◽  
Corporate Integrity ◽  
Corporate Social

PurposeThe recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.Design/methodology/approachA research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.FindingsIn addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.Research limitations/implicationsPotential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findingsPractical implicationsWhile patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.Originality/valueThis study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

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