University Social Responsibility and Brand Consideration for Universities

Abstract

This research examines the role of University Social Responsibility (USR) in gaining inclusion in the brand consideration set for private universities in Thailand. USR may impact directly, or through brand image. Marketing communications is also important; our model shows it having an impact on the relationship between USR activities and brand image. As a control, a number of specific university attributes are also included to see their impact on inclusion in the brand consideration set. A survey (n = 408) among Muthyomsuksa 6 students (M6 = high school final year) was used to assess the model. Results show that brand image has the largest impact on inclusion in the brand consideration set, but USR and university attributes also have smaller direct impact. Marketing communications does not have a direct impact. The biggest impact on brand image is from the university attributes, with a smaller impact from marketing communications. USR does not have its own impact on brand image, but the interaction of USR and marketing communications does have an impact. Basically, USR is useful, and has some small direct impact on inclusion in the brand consideration set. By itself, it does not affect brand image, but marketing communications makes USR activities known, so with good marketing communications, there is an impact.

Keywords: Corporate Social Responsibility (CSR), University Social Responsibility (USR), brand image, brand consideration set, Thailand