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Building corporate image through societal marketing programs

Apisit Chattananon (Faculty of Oriental Medicine, Rangsit University, Patumtani, Thailand)
Meredith Lawley (Faculty of Business, University of the Sunshine Coast, Maroochydore, Australia)
Jirasek Trimetsoontorn (Faculty of Industrial Education, King Mongkhut's Institute of Technology, Ladkrabang, Bangkok, Thailand)
Numchai Supparerkchaisakul (Behavioral Science Research Institute, Srinakharinwirot University, Bangkok, Thailand)
Lackana Leelayouthayothin (Cerebos (Thailand) Ltd, Bangkok, Thailand)

Society and Business Review

ISSN: 1746-5680

Article publication date: 9 October 2007




The purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image.


A preliminary model was developed from the existing literature, followed by exploratory research consisting of three in‐depth interviews and four focus groups to refine the model. The model was then tested with data collected from a mail survey completed by 1,153 respondents, using structural equation modeling.


The findings indicate that a societal marketing program and corporate communications can create positive consumer attitudes toward corporate image. In addition both educational level and marital status of respondents significantly influence consumer attitudes towards corporate image. Moreover, societal marketing program identity, when compared with other variables, illustrates the most powerful impact on customers' attitudes toward corporate image.

Research limitations/implications

The data were gathered from one program only, hence future research could extend these findings to other programs to test their generalisability.

Practical implications

The key implications of these findings for marketing managers include support for the use of societal marketing programs at a strategic level as well as suggestions for successful implementation of these programs.


This study contributes to societal marketing research because a scarcity of empirical research still exists in this field, particularly in Asian countries such as Thailand.



Chattananon, A., Lawley, M., Trimetsoontorn, J., Supparerkchaisakul, N. and Leelayouthayothin, L. (2007), "Building corporate image through societal marketing programs", Society and Business Review, Vol. 2 No. 3, pp. 230-253.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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