THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND LOYALTY THE MEDIATING ROLES OF BRAND KNOWLEDGE & BRAND TRUST: LIFE INSURANCE COMPANY IN THAILAND
Keywords:
Corporate Social Responsibility, Brand Knowledge, Brand Trust, Brand Loyalty, Life InsuranceAbstract
Objectives of this research article were to study the direct and indirect influences of the following variable groups: 1. Cooperate Social Responsibility, 2. Brand Knowledge 3. The impact of Brand Trust to Brand Loyalty 4. The impact of Cooperate Social Responsibility to Brand Loyalty. The selected by convenience sampling technique, collecting data from 399 respondents of Life Insurance, who use the Life Insurance service. Collecting data by using online questionnaires, which passed the standard of content validity from 4 experts/specialists and reliability. Structural Equation Modeling (SEM) by statistics tools were employed for data analysis.
The research results were summarized as follows: 1. Cooperate Social Responsibility had positive impact on Brand Knowledge 2. Brand Knowledge had positive impact on Brand Trust 3. Brand Trust had positive impact on Brand Loyalty 4. Brand Loyalty was influenced by Cooperate Social Responsibility (TE=0.800) Brand Trust (TE=0.920) and Brand Loyalty (TE=0.920) respectively. The predictive power of this equation was 84.00 percent with statistically significant level of 0.001.
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