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Author: Juthamard Panthachoti
Juthamard Panthachoti
Thesis Title: Effects of customer’s Corporate Social Responsibility Perception on Brand image, Loyalty and Buying willingness: Evidence from 7-Eleven in Thailand
Effects of customer’s Corporate Social Responsibility Perception on Brand image, Loyalty and Buying willingness: Evidence from 7-Eleven in Thailand
Advisor: 郭啟賢
Chii-Shyan Kuo
Committee: 陳崇文
Chung-wen Chen
呂志豪
Shih-Hao Lu
Degree: 碩士
Master
Department: 管理學院 - 企業管理系
Department of Business Administration
Thesis Publication Year: 2020
Graduation Academic Year: 108
Language: 英文
Pages: 79
Keywords (in Chinese): Corporate Social ResponsibilityBrand imageBrand loyaltyFuture buying willingness
Keywords (in other languages): Corporate Social Responsibility, Brand image, Brand loyalty, Future buying willingness
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This paper examines how customer’s corporate social responsibility (CSR) perception
affects brand image, loyalty, and buying willingness. Five dimensions of CSR are investigated in
this study, including customer oriented CSR, employee oriented CSR, environment oriented CSR, economic oriented CSR, and community oriented CSR. The data used in the study were collected from 220 respondents via the online questionnaires.
The result of hypothesis test showed that 1) consumer's perception of CSR were correlated
with brand image in 7-Eleven in five dimensions, including employee oriented CSR, customer
oriented CSR, economic oriented CSR, community oriented CSR, and environment oriented CSR respectively. The company initiates CSR activities to encourage the efficacy of the operations that can build brand image and enable customers to perceive the brand.
2) consumer's perception of CSR were correlated with brand loyalty in 7-Eleven in four dimensions, including environment oriented CSR, community oriented CSR, economic oriented CSR, and employee oriented CSR respectively. The company places high importance on customer’s relationships and satisfaction to build relationships with customers. Moreover, the company engages in communication and various activities that influence the respondents to loyal with its products and services. 3) consumer's perception of CSR were correlated with future buying willingness in 7-Eleven in two dimensions, including community oriented CSR, economic oriented CSR, and environment oriented CSR respectively. The company aspires to develop the new products and creative services through the value-added means and focus on promoting social well-being, donating to philanthropic activities to engage the customer’s decision to continue purchasing its products and services in the long term.

Table of Contents Abstract i Acknowledgment ii List of Tables vi List of Figures viii CHAPTER 1 INTRODUCTION 1 1.1 Background of Study 1 1.2 Problem Statement 4 1.3 Motivation and Contribution 4 1.4 Purpose of study 5 1.5 Research question 5 1.6 Scope of study 5 CHAPTER 2 LITERATURE REVIEW 6 2.1 Consumer’s perception of Corporate Social Responsibility (CSR) 6 2.2 Brand image 9 2.4 Brand loyalty 11 2.5 Buying willingness 12 2.6 Conceptual Framework and Hypothesis 13 2.6.1 Conceptual Framework 13 2.6.2 Research Hypothesis 14 Abstract i Acknowledgment ii List of Tables vi List of Figures viii CHAPTER 1 INTRODUCTION 1 1.1 Background of Study 1 1.2 Problem Statement 4 1.3 Motivation and Contribution 4 1.4 Purpose of study 5 1.5 Research question 5 1.6 Scope of study 5 CHAPTER 2 LITERATURE REVIEW 6 2.1 Consumer’s perception of Corporate Social Responsibility (CSR) 6 2.2 Brand image 9 2.4 Brand loyalty 11 2.5 Buying willingness 12 2.6 Conceptual Framework and Hypothesis 13 2.6.1 Conceptual Framework 13 2.6.2 Research Hypothesis 14 CHAPTER 3 METHODOLOGY 16 3.1 Population and Sampling to Determine 16 3.2 Steps to Create a Research Tools 16 3.3 Creating Tools Used in the Research 16 3.4 Data Collection 20 3.5 Analyses and Data Processing 21 CHAPTER 4 FINDINGS AND DISCUSSIONS 22 4.1 The analysis of demographic characteristic 22 4.2 The analysis of consumer’s perception of corporate social responsibility 24 4.3 The analysis of brand image 28 4.4 The analysis of brand loyalty 31 4.5 The analysis of future buying willingness 31 4.6 The analysis of hypothesis testing 32 4.6.1 The impact of consumer’s perception of CSR on brand image 33 4.6.2 The impact of consumer’s perception of CSR on brand loyalty 34 4.6.3 The impact of consumer’s perception of CSR on future buying 36 4.6.4 Conclusion of hypothesis 37 CHAPTER 5 CONCLUSION AND FUTURE RESEARCH 39 5.1 Summary of data analysis 39 5.2 Conclusion 43 5.3 Suggestions 46 5.3.1 Corporate social responsibility (CSR) of CP ALL Co., Ltd (public) 46 5.3.2 Brand image 48 5.3.3 Brand loyalty 49 5.3.4 Future buying willingness 49 5.4 Future research 49 References 51 Appendix 56

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