Consumer reactions to corporate social responsibility (CSR) in Thailand : the moderating effect of competitive positioning

Srinaruewan, Preeda (2013) Consumer reactions to corporate social responsibility (CSR) in Thailand : the moderating effect of competitive positioning. Other Degree thesis, Victoria University.

Abstract

The aims of this study are twofold. First, it contributes to understanding the business case for CSR in developing countries by focusing on the consumer-organisational relationship. Second, this study replicates the conceptual framework of Du et al. (2007) to investigate the influences of the moderating effect of competitive positioning on consumer reactions to CSR in Thailand. Few empirical studies have investigated the impact of CSR in the marketplace, and these studies have shown contradictory results on whether CSR’s impacts on consumer behaviour. Furthermore, even fewer studies have investigated the impact of this relationship in developing countries such as Thailand. Thus, the study addresses gaps in the literature by investigating the research problem: “Can CSR positioning be used as a moderator of consumer reactions within the competitive positioning of companies in Thailand?”

Additional Information

Doctor of Business Administration

Item type Thesis (Other Degree thesis)
URI https://vuir.vu.edu.au/id/eprint/22007
Subjects Current > FOR Classification > 1505 Marketing
Current > FOR Classification > 2201 Applied Ethics
Historical > Faculty/School/Research Centre/Department > School of Management and Information Systems
Keywords Thailand, consumers, business ethics, consumer behaviour, marketing
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