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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2273

Title: The influence of customers’ participation in cause – related marketing campaign, their information processing, self – perceived corporate reputation, and purchasing decision: a case study of Apple Inc. on (product) red campaign in Bangkok
Authors: Chakrit Charnbanchee
Keywords: cause – related marketing
information processing
self – perceived corporate reputation
purchasing decision
CSR
marketing
communication
communication campaign
Issue Date: 23-Jan-2017
Publisher: Bangkok University
Abstract: The main objective of this study was to investigate the relationships between customers’ participation in cause – related marketing campaign organized by Apple Inc. towards their information processing, self – perceived corporate reputation and their purchasing decision. The researcher examined the relationship between the variables, which was customers’ purchasing decision, customers’ information processing, self – perceived corporate reputation, and the participation in cause – related marketing campaign. Two samples were selected using convenience sampling, the data was collected by Thai and foreign participants. The mean, standard deviation, and percentage were tabulated and analyzed by using MANOVA, Spearman's Correlation, and Regression with the significance level of .05. The findings revealed the following results: 1. Customers' participation in cause – related marketing campaign organized by Apple did not significantly influence customers’ information processing, which were central and peripheral route processing. In addition, the results showed that customers' participation in cause – related marketing campaign organized by Apple did not significantly influence self – perceived corporate reputation, which composed of reliable, credible, trustworthy, and responsible in the market. 2. Customers' information processing in central route was positively correlated with their self – perceived corporate reputation, which composed of reliable, credible, trustworthy, and responsible in the market. Moreover, the results showed that customers' information processing in peripheral route was positively correlated with their self – perceived corporate reputation, which composed of reliable, credible, trustworthy, and responsible in the market. 3. Customers' information processing in central and peripheral route significantly influenced their decision to purchase Apple’s products. On the other hand, customers’ decision to purchase apple’s products was significantly influenced by customers' information processing in central route and peripheral route.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2016
Advisor(s): Pacharaporn Kesaprakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2273
Appears in Collections:Independent Studies
Independent Studies - Master

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