Corporate image determinants and the role of attitudes in direct selling companies

Corporate image determinants and the role of attitudes in direct selling companies

Frauds and internet scams have tarnished the image of the direct selling company scams in recent years, and many around the world hold a negative attitude about the direct selling business. This negative corporate image has also been triggered by illegal pyramid schemes, lack of corporate social re...

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Main Author: Rattanaphan, Prasit
Format: Thesis
Language:eng
eng
Published: 2014
Subjects:
HF5001-6182 Business
Online Access:https://etd.uum.edu.my/4318/1/s92580.pdf
https://etd.uum.edu.my/4318/9/s92580_abstract.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Nik Mat, Nik Kamariah
topic HF5001-6182 Business
spellingShingle HF5001-6182 Business
Rattanaphan, Prasit
Corporate image determinants and the role of attitudes in direct selling companies
description Frauds and internet scams have tarnished the image of the direct selling company scams in recent years, and many around the world hold a negative attitude about the direct selling business. This negative corporate image has also been triggered by illegal pyramid schemes, lack of corporate social responsibility and confused brand architecture. Hence, the main objective of this study is to examine the antecedents of corporate image in direct selling companies in Thailand through determining the direct and indirect factors affecting corporate image of these companies. A total of 900 questionnaires was distributed to direct selling customers, and 612 were collected back, representing a response rate of 68%. After deleting missing values and outliers, the final 532 usable questionnaires were analysed using structural equation modelling (SEM). This study found that four predictors were significant factors with respect to corporate image; these were internet marketing, corporate social responsibility, trust and attitude. The results also found that two predictors were salient underlying factors that predict customer attitude; these were perceived value and trust. Finally, a mediating effect of attitude between all linkages and corporate image was found to be a full mediator for linkages between perceived value and corporate image. However, attitude was a partial mediator when tested for linkage between trust and corporate image. The study is based upon the attitude toward corporate image as an essential element to the success of direct selling companies and several factors as antecedents, contributing to the enhancement of corporate image among the direct selling companies.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Rattanaphan, Prasit
author_facet Rattanaphan, Prasit
author_sort Rattanaphan, Prasit
title Corporate image determinants and the role of attitudes in direct selling companies
title_short Corporate image determinants and the role of attitudes in direct selling companies
title_full Corporate image determinants and the role of attitudes in direct selling companies
title_fullStr Corporate image determinants and the role of attitudes in direct selling companies
title_full_unstemmed Corporate image determinants and the role of attitudes in direct selling companies
title_sort corporate image determinants and the role of attitudes in direct selling companies
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2014
url https://etd.uum.edu.my/4318/1/s92580.pdf
https://etd.uum.edu.my/4318/9/s92580_abstract.pdf
_version_ 1776103637630582784
spelling my-uum-etd.43182023-01-11T04:22:41Z Corporate image determinants and the role of attitudes in direct selling companies 2014 Rattanaphan, Prasit Nik Mat, Nik Kamariah Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5001-6182 Business Frauds and internet scams have tarnished the image of the direct selling company scams in recent years, and many around the world hold a negative attitude about the direct selling business. This negative corporate image has also been triggered by illegal pyramid schemes, lack of corporate social responsibility and confused brand architecture. Hence, the main objective of this study is to examine the antecedents of corporate image in direct selling companies in Thailand through determining the direct and indirect factors affecting corporate image of these companies. A total of 900 questionnaires was distributed to direct selling customers, and 612 were collected back, representing a response rate of 68%. After deleting missing values and outliers, the final 532 usable questionnaires were analysed using structural equation modelling (SEM). This study found that four predictors were significant factors with respect to corporate image; these were internet marketing, corporate social responsibility, trust and attitude. The results also found that two predictors were salient underlying factors that predict customer attitude; these were perceived value and trust. Finally, a mediating effect of attitude between all linkages and corporate image was found to be a full mediator for linkages between perceived value and corporate image. However, attitude was a partial mediator when tested for linkage between trust and corporate image. 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