การรับรู้การแสดงความรับผิดชอบต่อสังคมเชิงกลยุทธ์กับคุณค่าตราสินค้า

Abstract

The Objective of this survey research is to examine the correlation between the strategic corporate social responsibility and customer-based brand equity. This research studies two brand categories that were related to master brand; “PTT” was a representative of branded house and “Breeze” was a representative of house of Brands. The survey research is conducted by using questionnaire for data collection among 500 samples in Bangkok who were either aware of the existence of both brands. The descriptive statistic was used for data analysis in percentage, mean, and standard deviation and account for the demographic of the sampling, the perception of strategic corporate social responsibility, and brand equity of both brands. The inferential statistics was used to compare between the perception of strategic corporate social responsibility and brand equity of both brands by Pearson’s product correlation coefficient and paired t-test was used to compare the brand equity of both brands.

The research result shows that the perception of strategic corporate Social responsibility is positively related to the brand equity of branded house and house of brands at 0.01 of significant level. However, the relationship between the perception of strategic CSR and brand equity of both brands are moderately related. Comparatively, it appears that brand equity of branded house is higher than that house of brands at 0.05 of significant level.