Preeda Srinaruewan, Wayne Binney and Colin Higgins
The purpose of this paper is to understand the business case for corporate social responsibility (CSR) in Thailand by focusing on the consumer-organisational relationship and test…
Abstract
Purpose
The purpose of this paper is to understand the business case for corporate social responsibility (CSR) in Thailand by focusing on the consumer-organisational relationship and test the conceptual framework of Du et al. (2007).
Design/methodology/approach
A quantitative study was conducted using a mall intercept survey of 184 Thai mobile phone service provider consumers in Bangkok, Thailand.
Findings
A CSR emphasised brand is more likely than non-CSR emphasised brands to accrue consumer CSR awareness, positive attitude to company motivations and beliefs in the CSR of that company. Although beliefs are associated with consumers’ greater identification and advocacy behaviours towards the CSR emphasised brand than the non-CSR emphasised brands, they are not associated with loyalty.
Practical implications
The paper provides potential guidance for companies to more effectively position and communicate their CSR activities to create differential advantages.
Originality/value
Findings of the study demonstrate some support for a business case for CSR in Thailand.