Impacts of a Thai cause-related marketing program on corporate image

A Chattananon; Meredith A Lawley; N Supparerkchaisakul; L Leelayouthayothin

doi:10.1108/17468800810906066

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Impacts of a Thai cause-related marketing program on corporate image

Journal article

Open access

Peer reviewed

Impacts of a Thai cause-related marketing program on corporate image

A Chattananon, Meredith A Lawley, N Supparerkchaisakul and L Leelayouthayothin

International Journal of Emerging Markets, Vol.3(4), pp.348-363

2008

DOI: https://doi.org/10.1108/17468800810906066

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Abstract

corporate image

cause marketing

consumer behaviour

demographics

Thailand

Purpose - The purpose of this paper is to describe research which tested a Thai model of cause-related marketing's impact on corporate image. Design/methodology/approach - Data were gathered from 1,071 participants in an established award winning cause-related program in Thailand and analyzed using multiple regression. Findings - Findings indicated that a cause-related marketing program can create positive attitudes toward corporate image. One specific demographic characteristic of respondents, household income level, showed a significant influence with participants from lower income households developing more positive attitudes than those from higher income households. Research limitations/implications - The data were gathered from participants in one program only, hence future research could extend these findings to other programs to test their generalisability. Practical implications - The proposed model serves as a basis for marketers to understand the influence of a cause-related marketing program on the attitudes of Thai consumers who participated in the program toward corporate image. The results highlighted the importance of matching the company, its target market, participants in the program and the communication about the program to achieve desired results. Originality/value - This empirical study contributes to cause-related marketing research by focusing on a previously unresearched group, the participants in a program. In addition it was undertaken in an emerging market, Thailand.

Details

Title: Impacts of a Thai cause-related marketing program on corporate image
Authors: A Chattananon (Author) - Rangsit University, Thailand
Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Business
N Supparerkchaisakul (Author) - Srinakharinwirot University, Thailand
L Leelayouthayothin (Author) - Cerebos (Thailand) Ltd, Bangkok, Thailand
Publication details: International Journal of Emerging Markets, Vol.3(4), pp.348-363
Publisher: Emerald Group Publishing Ltd.
Date published: 2008
DOI: 10.1108/17468800810906066
ISSN: 1746-8809
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99449993902621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Business; Economics; Management

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