Causal Relationship Model of Political Parties’ Branding of Thai National University Scholars
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Abstract
This research aimed to develop and validate the causal relationship model of political parties' branding of Thai national university scholars, which was a quantitative research. The questionnaires were collected from 718 samples. All that participated in the study were undergraduate scholars of the top 10 scholars count in the national universities. The samples were obtained using a multi-stage sampling technique for developing and validating Structural Equation Modelling (SEM) to analyze the effect of factors on the political parties' branding, such as 1) Visual Identity, 2) Person, 3) Highlighted Policy, and 4) Political Parties' Branding.
The results found that (1) Visual Identity has a positive correlation with Political Parties' Branding, with a correlation coefficient of 0.83, Person has a positive correlation with Highlighted Policy, with a correlation coefficient of 0.86, Person has a positive correlation with Political Parties' Branding, with a correlation coefficient of 0.5, Highlighted Policy has a positive correlation with Political Parties' Branding, with a correlation coefficient of 0.89 at a significant p-value < 0.01. and (2) The Model is consistent with the empirical data, as evidenced by statistical significance based on the specified criteria of Chi-square=53.482, df=41, CMIN/df=1.304, GFI=.990, AGFI=.973 ,RMSEA=.021, and CFI=.999.
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1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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