Purpose: This research examines 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...

This research examines the effects of University Social Responsibility (USR) on the brand image of the university. In Thailand, USR elements have been considered as mandated components quality assurance, but private universities may go beyond basic requirements to leverage advantages in a highly...

Country-of-origin (COO) perceptions are an important issue as NIC/LDC products penetrate markets in developing countries. Brand managers may face unwillingness to buy their products if their home country has strong negative perceptions. Six consumer surveys from Finland show that Thai products...

Intercept interviews of 200 middle class residents of Ho Chi Minn City examined consumer perceptions about brand of engine lubricants, which are still largely a consumer product in Vietnam (i.e., consumers buy it and put it in their motorcycle or car engines themselves). A wide range of foreign...

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...