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ERIC Number: EJ1096660
Record Type: Journal
Publication Date: 2016
Pages: 21
Abstractor: As Provided
ISSN: ISSN-0951-354X
University Social Responsibility and Brand Image of Private Universities in Bangkok
Plungpongpan, Jirawan; Tiangsoongnern, Leela; Speece, Mark
International Journal of Educational Management, v30 n4 p571-591 2016
Purpose: The purpose of this paper is to examine the effects of university social responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study. USR activities may be implicit or explicit, i.e., actively communicated to external stakeholders. The authors show that explicit USR can help put a university into the brand consideration set. Design/ Methodology/Approach: This pilot research uses qualitative interviews to explore perceptions of six private university executives, six M6 (high school) students, and the parents of the M6 students. Findings: In Thailand, some USR elements are mandated components of quality assurance (QA), but many universities go beyond basic requirements. The university executives talked about USR beyond simply meeting government QA requirements. USR can contribute to competitiveness and it helps produce better, more socially responsible graduates. Communication about USR is done through both online and traditional media, but public knowledge lags somewhat compared to what universities actually do. M6 students are more aware of university USR activities than their parents because of online media and university roadshows at their schools. USR is not the major factor in choosing a university, and many activities are not well-known. However, students and parents think that USR is helpful, and some activities directly impact inclusion in the brand consideration set. Practical Implications: Universities can apply these USR activities to strengthen their brand images and become part of the consideration set. However, they need more careful marketing communications to fully inform stakeholders about the whole range of USR. Originality/Value: The researchers have examined how private Thai universities use USR activities as a part of government mandated QA components. These USR activities can contribute to their brand image and help move the university into the brand consideration set.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education; High Schools; Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Thailand (Bangkok)
Grant or Contract Numbers: N/A