The influence of digital social responsibility on brand preference, brand admiration, and purchase intention: a cross-nation study [Full Text] ( Suralai Modyop Kitikorn Dowpiset Norarit Sudsanguan Aek Wonganant Ligu, Zhang 2022-06-16T06:12:20Z 2022-06-16T06:12:20Z 2022
dc.description.abstract The 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.
dc.format.extent 14 pages
dc.format.mimetype application/pdf
dc.identifier.citation AU-GSB e-JOURNAL 15, 1 (June 2022), 227-240
dc.language.iso eng
dc.publisher Bangkok : Assumption University Press
dc.rights This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
dc.rights.holder Assumption University
dc.subject Digital social responsibilities (DSR)
dc.subject Brand preference
dc.subject Brand admiration
dc.subject Purchase intention
dc.subject Cross-nation study
dc.subject.other AU-GSB e-Journal
dc.subject.other AU-GSB e-Journal -- 2022
dc.title The influence of digital social responsibility on brand preference, brand admiration, and purchase intention: a cross-nation study
dc.type Text
mods.genre Journal Article
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