AU GSB: Vol. 15, No. 1 (June 2022)
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Browsing AU GSB: Vol. 15, No. 1 (June 2022) by Author "Norarit Sudsanguan"
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ItemThe influence of digital social responsibility on brand preference, brand admiration, and purchase intention: a cross-nation study(Bangkok : Assumption University Press, 2022) Suralai Modyop ; Kitikorn Dowpiset ; Norarit Sudsanguan ; Aek Wonganant ; Ligu, ZhangThe study investigatesthe impact of DSR on brand preference (BP), brand admiration (BA), and purchase intention (PI). It simultaneously examines the impact of nationality on DSR and purchase intention (PI). Research design, data, and methodology:The data was collected via an online platform. The data was collected from 400 respondents from four different countries, which were Australian, Indonesian, Thai, and Myanmar. For the purpose of testing hypotheses, statistical software treatment was done to analyzethe data; descriptive analysis, simple and multiple linear regression and one-way ANOVA were applied for the present research work. Results:Based on the 400 respondents from four different countries, the results indicatedthat DSR initiatives have a significant and positive influence on BP, BA, and PI. The study shows that the consumer’s purchase intention, was influenced most when they feel admire the brand that applytheDSR concept. The findings also revealed that the differences in nationality have no significant effect on DSR; however, they have a significant impact on PI. As a result, implementing DSR can improve customer’s preferencesand admiration toward the brand, as well as enhance customers’purchase intention. The perception of customer from developed and developing economies toward DSR is identical, whereas the intention to purchase aconsumer goods productthatapplies the DSR concept are significantly different between consumersfrom developed and developingcountries.