ประสิทธิผลของความสอดคล้องระหว่างธุรกิจหลักกับกิจกรรมความรับผิดชอบต่อสังคมขององค์กร ต่อภาพลักษณ์องค์กร / ชนนิกานต์ เสริตานนท์ = Effectiveness of congruency between corporate core business and CSR activities towards corporate image / Chonnikarn Seritanondh
The purpose of this study was to exam the effects of two factors of corporate social responsibility activities towards corporate image by using the experimental research method in 2X2 factorial design technique. In addition, two factors used in this study were: (1) product involvement factor (high product involvement and low product involvement) and (2) congruency between corporate core business and CSR activities factor (congruence and incongruence). The data was collected in February 2012. Furthermore, the participants for this experimental research were 166 faculty of law’s students from Chulalongkorn University. The research results indicated that each factor used in this study; product involvement factor and congruency between corporate core business and CSR activities factor had main effects towards corporate image where as both of them had no interaction effects towards corporate image significantly.