• Login
    View Item 
    •   DSpace Home
    • Faculty/Staff Scholarship
    • College of Business & Economics
    • View Item
    •   DSpace Home
    • Faculty/Staff Scholarship
    • College of Business & Economics
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    University social responsibility and brand image of private universities in Bangkok

    Thumbnail
    Date
    2014
    Author
    Plungpongpan, Jirawan
    Tiangsoongnern, Leela
    Speece, Mark
    Type
    Conference Paper
    Metadata
    Show full item record
    Abstract
    This research examines the effects of University Social Responsibility (USR) on the brand image of the university. In Thailand, USR elements have been considered as mandated components quality assurance, but private universities may go beyond basic requirements to leverage advantages in a highly competitive market. This research uses qualitative interviews to explore perceptions of private university executives, M6 (high school) students, and parents of M6 students toward USR and communication about USR by private universities in Bangkok. The focus was on uncovering whether USR impacts on brand image can help move a university into the brand consideration set. The study found that university executives agreed that USR is a duty. Students are more aware of USR activities than their parents through online media and university roadshows. USR activities were not the major factor in choosing a university, but students and parents think that they help to remind of the brand, and formulate the brand consideration set. The findings could be applied to strengthen educational brand images and gained entry to the brand consideration set especially for potential customers.
    Citation
    Plungpongpan, J., Tiangsoongern, L., Speece, M. W. (2014). University social responsibility and brand image of private universities in Bangkok. (pp. 18). Singapore: 12th EBES Conference (Eurasia Business and Economics Society).
    URI
    https://dspace.auk.edu.kw/handle/11675/7596
    Collections
    • College of Business & Economics [192]

    Browse

    All of DSpaceCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsTypeThis CollectionBy Issue DateAuthorsTitlesSubjectsType

    My Account

    LoginRegister

    DSpace software copyright © 2002-2022  DuraSpace
    DSpace Express is a service operated by Atmire