The aims of this paper are twofold. First, it contributes to understanding the business case for Corporate Social Responsibility (CSR) in developing countries by focusing on the consumer-organizational relationship. Second, it tests the conceptual framework of Du, Bhattacharya and Sen (2007) which suggests that determinants and consequences of consumers’ CSR beliefs vary depending on the extent to which CSR initiatives are integral to the competitive positioning. Using survey data from 250 Thai mobile phone service provider consumers, findings show that a CSR brand is more likely than non-CSR brands to accrue consumer CSR awareness, positive attitude to company motivations, and beliefs in the CSR of that company. Although beliefs are associated with consumers’ greater identification and advocacy behaviors towards the CSR brand than the non-CSR brands, they are not associated with loyalty. These results demonstrate some support for a business case for CSR in developing countries.

Paper Presentations:

The Impact of Perceived Humor in Advertisements to Consumer’s Attitude and Purchase Intention

Khoi Dinh Nguyen, Vietnam National University-HCMC

Anh Ngoc Nguyen, Vietnam National University-HCMC

Khoa Tien Tran, Vietnam National University-HCMC

Humor and its effect in advertisement have long been of great concern to academicians as well as industry practitioners. Humor in advertisement has been employed by numerous brands, yet little understanding of its mechanism has been presented. Further, cultural distinctiveness also contributes to the effectiveness of humor, as people in different culture perceive humor differently. In line with other researches, this study collects data on a quantitative survey and utilizes Partial Least Square- Structural Equation Modeling (PLS-SEM) analysis for a sample size of 348 respondents. The results have demonstrated significant impacts of Perceived Humor on Consumers’ Cognitive and Affective Response as well as their Advertisement and Brand attitude and their Brand Purchase Intention. Importantly, thoughtful recommendation for marketers in Vietnam market is also given accordingly.

Consequences of Consumer Participation in Value Co-creation

Amit Kumar Agrawal, Indian Institute of Technology, Roorkee

Arun Kumar Kaushik, Indian Institute of Technology, Roorkee

Zillur Rahman, Indian Institute of Technology, Roorkee

With the advent of internet and connective technologies, customer has increasingly participating in value co-creation process. Hence, this studies aims to investigate the customer perspective on co-creation and its effects on behavioural outcomes. It dwell deep to find the consequences of active customer participation in co-creation. The results of study empirically validate the effect of customer participation on consequences of value co-creation process in e-services. The result could be helpful for manager in developing strategies for managing and maintaining long term relationships with the customers who are participating in co-creation. The framework proposed is not a comprehensive framework as there can be other behavioural outcomes which needs further investigations.

Exploring Factors Associated with Bangkokian’s Purchase Intention: A Case Study of One Tombon One Product (OTOP) in Thailand

Rawin Vongurai, Assumption University

Waleerat Borikarnhuttakij, Assumption University

Introduction of One tombon One product by Thai government has grown fondly among local consumers through intense retail competition. Hence it is purposing to explore the association of Perceived quality, Attitude toward package, Personal societal perception, and Certification and Marketing campaign towards Purchase Intention of 322 Bangkokian respondents who are housewife, government officer, private company officer and business owner. Pearson's correlation coefficient analysis and one-way ANOVA have used in analysis, which shown that Certification and Personal societal perception are high contributing on purchase intention, meanwhile housewife and private company officers have low interest in purchase. This study advises marketer or business owner of local brand or small business operation to what are the key factors to secure the purchase intention from consumer by their merchandise.