Influence of the Perception towards University Social Responsibility and University Brand Image on Student’s Behaviors in Thailand

Main Article Content

Kevalin Silphiphat

Abstract

The purposes of this study were (1) to study the students’ perception of social responsibility and brand image of universities in Thailand; (2) to examine the students’ post-enrollment behaviors, and (3) to examine the influences of the perception of university’s social responsibility and university’s brand image on students’ post-enrollment behaviors. The samples of this study were 509 undergraduate students from the five leading universities based on QS World University Ranking 2021, including Chulalongkorn University, Mahidol University, Thammasat University, Chiang Mai University, and Kasetsart University. The data collection tool was a questionnaire. Statistical analysis utilized in this study comprised the frequency distribution, percentage, mean, standard deviation, and multiple regression analysis. The study found that the students perceived university’s social responsibility and university’s brand image at the high level.  Hypothesis testing results showed that the perception of university’s social responsibility in all four aspects, i.e. good governance, society, mission, and community had positive influence on the students’ post-enrollment behaviors at the 0.05 significance level.  Meanwhile, service quality was the only brand image factor that significantly correlated with the students’ post-enrollment behaviors.

Article Details

How to Cite
Silphiphat, K. (2021). Influence of the Perception towards University Social Responsibility and University Brand Image on Student’s Behaviors in Thailand. Sripatum Review of Humanities and Social Sciences, 21(2), 85–97. Retrieved from https://so05.tci-thaijo.org/index.php/spurhs/article/view/254783
Section
บทความวิจัย

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