The impact of CSR initiative towards brand equity in the alcohol industry in Thailand.

Abstract

In the past decades, there has been a remarkable change on how businesses operate as well as an increase in pressure from surrounding environments to act responsibly towards the society, while still being profitable. However, pursuit of business growth does not always result in social advancement, and is sometimes detrimental to the environment such as toxic substances exposure, root of social health issue. Therefore, acting social and ethical responsible seems to be an expectation rather than a differentiation strategy approach to obtain long-term growth. Corporate Social Responsibility Initiative has emerged in numbers of businesses with the purpose to balance corporate image, to demonstrate ethical behavior and has become one of the critical aspects in order to maximize long-term financial growth. The aim of this research is to examine the impact of CSR initiative towards brand equity in the alcohol industry in Thailand. The research was conducted by using quantitative research approach with the distribution of 100 respondents who are member of Singha Arsa across Thailand. The major finding of this research has demonstrated that CSR initiative can influence the brand equity in overall. Most of respondents think that it is important for company should act responsibly towards the society and they could recall the brand, have higher tendency in becoming top-of-mind brand after participating CSR activities with Singha Arsa.