ประสิทธิผลของความสอดคล้องระหว่างธุรกิจหลักกับกิจกรรมความรับผิดชอบต่อสังคมขององค์กรต่อภาพลักษณ์องค์กร

Abstract

The purpose of this study was to examine the effects of two factors of corporate social responsibility activities towards corporate image by using the experimental research method in 2X2 factorial design technique. In addition, two factors used in this study were: (1) product involvement factor (high product involvement and low product involvement) and (2) congruency between corporate core business and CSR activities factor (congruence and incongruence). The data was collected in February 2012. Furthermore, the participants for this experimental research were 166 faculty of law’s students from Chulalongkorn University.

The research results indicated that two factors used in this study had no interaction effects towards corporate image significantly whereas each of them had main effects towards corporate image. Apart from product involvement factor, high product involvement organization seems to receive better corporate image after proceeding CSR activity than low product involvement organization. This result was similar to the main effects study of Congruency factor. The organization that supported the social issue which is congruent with their core business had chance to receive better corporate image than the incongruent one.