The attitude of target audience living in bangkok metropolitan area towards corporate social responsibility project through corporate advertising

Abstract

The main objectives of the research were to study; target audience remembering Corporate Social Responsibility Project through corporate advertising in order to create corporate unique image in the Stock Exchange of Thailand; the perception of target audience on Corporate Social Responsibility Project through corporate advertising and The attitude of target audience towards corporate social responsibility project through corporate advertising in order to create corporate image in the Stock Exchange of Thailand. The corporate advertising was arranged for various areas, namely, roles and operations, personnel and services, social and management. Information was distributed through media channels as news and corporate advertising to create corporate image. This quantitative research selected the listed companies in the Stock Exchange of Thailand that conducted corporate social responsibility project as they met the research criteria, and engaged 11 corporate advertising media. Data were collected from 400 samples with the application of Taro Yamane and statistic for data analysis, included percentage, average and Standard Deviation. Statistics used for testing the independent sample were independent t-test, F-test to determine the difference with the one-way analysis of variance, Chi-square, and stepwise multiple regression analysis.