Corporate Social Responsibility performance (CSR) and perceived brand quality on Chinese students-based brand preference in a private university in Thailand

Haofu Li ； Shanshan Wang

《The 1st CHINA-ASEAN International Conference 2019: Insight to Chinese and ASEAN’s Experience and Adaptation》 2019 (2019/04) Pp. 88-95

https://doi.org/10.6947/caicictbs.201904.0009

摘要

Research on the Corporate Social Responsibility (CSR) has been broadly studied across many different industries. More and more organizations have started paying more attention on CSR when it has bought significant impacts on society, economy and environment. This study aims to investigate the impact of Chinese students choosing an oversea university through the implementation of CSR activities toward to brand preference and also the impact of perceived brand quality on Chinese students towards to brand preference. The results from PLS regression analysis found that CSR to environment, CSR to society and CSR to stakeholder are positively related to brand preference and CSR to environment and CSR to society are positively supported perceived brand quality, except CSR to stakeholder is not significantly related to perceived brand quality. These findings suggest that when Chinese students choosing an oversea university with Chinse study program, they focus on the activities that a university implements on environment and society more than the fact of stakeholder.

關鍵字

CSR preference ； high education ； brand preference ； perceived brand quality