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dc.contributor.authorSuwunnahvej, Tunwaen_US
dc.contributor.authorธันวา สุวรรณเวชen_US
dc.date.accessioned2021-03-11T02:57:35Z
dc.date.available2021-03-11T02:57:35Z
dc.date.issued2564-03-11
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/3598
dc.descriptionวิทยานิพนธ์ -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2559en_US
dc.description.abstractThe purposes of this research are to study the causal relationship model about the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry, and to verify the consistency of the model with empirical data. 352 samples are the consumers of bird’s nest product who live or work in Bangkok. The research tools include questionnaire, Statistical Package for the Social Science for Windows Program for statistical analysis and Linear Structural Relationship Model for analyzing causal relationship model. The result shows that the model of the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry is consistent with empirical data considered by the chi-square statistics = 18.86, df = 11, p–value = 0.06, GFI = 0.99, AGFI = 0.95, SRMR = 0.021, RMSEA = 0.045. All variables in the model indicate that the variance of the brand loyalty of bird’s nest industry is at 77%. The social responsibility has a positive direct influence on the brand loyalty and indirect influence on the corporate image. Moreover, the corporate image directly influences the brand loyalty. The result indicates that positive social responsibility makes good corporate image, and it resulted in brand loyalty.en_US
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectSocial responsibilityen_US
dc.subjectCorporate imageen_US
dc.subjectBrand loyaltyen_US
dc.subjectความรับผิดชอบต่อสังคมen_US
dc.subjectภาพลักษณ์องค์กรen_US
dc.subjectความจงรักภักดีen_US
dc.titleThe influence of social responsibility on corporate image and brand loyalty of bird’s nest industryen_US
dc.title.alternativeอิทธิพลของความรับผิดชอบต่อสังคมที่มีต่อภาพลักษณ์องค์กร และความจงรักภักดีต่อตราสินค้าของอุตสาหกรรมรังนกen_US
dc.typeThesisen_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


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