University Social Responsibility and Brand Image of Private Universities in Bangkok

Plungpongpan, Jirawan; Tiangsoongnern, Leela; Speece, Mark

doi:10.2139/ssrn.2591275

Cited by 7 publications

(19 citation statements)

References 27 publications

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“…Thus, serving the local community through student volunteering and participation in knowledge transfer from academics and students to the local community has become widely popular and the benefits are undeniable. This review has again confirmed the benefits of USR suggestions for transitional economies, for example: enhancing the reputation of universities in Thailand (Plungpongpan et al , 2016), improving the interaction between advisors and social work students in Lebanese universities (Kouatli, 2019b), meeting campus sustainability targets in Chinese (Shuqin et al , 2019) and Indian (Wakkee et al , 2019) HEIs. Furthermore, the authors found that the significant barrier to implementing USR is the lack of resources to address social issues; however, only a few studies superficially mentioned this issue and determined its impact on USR performance.…”

Section: Discussionsupporting

confidence: 54%

“…Research on stakeholder topics in transitional countries was carried out in some studies that evaluated significant change in their perceptions. They suggested that USR has a considerable impact on stakeholders' perception of HEIs, especially in private universities in Lebanon, Colombia, Thailand and Brazil (El-Kassar et al , 2019; Plungpongpan et al , 2016; Sánchez-Hernández and Mainardes, 2016). The attitudes and behavior of lecturers and staff in Pakistan universities were also noted (Ahmad et al , 2020) and stakeholders' perception in two South American countries, Ecuador (Cabrera et al , 2018) and Brazil (Rodrigues de Sousa et al , 2021).…”

Section: Discussionmentioning

confidence: 99%

“…Prior studies in emerging countries have revealed that an organizations' responsibility activities in terms of social issues are always appreciated and easily attract attention from local communities (Huang et al , 2019). Among relationships, those concerning students are the most significant among USR programs in terms of a university's reputation and competitiveness in attracting students (El-Kassar et al , 2019; Plungpongpan et al , 2016; Rodrigues de Sousa et al , 2021). Thus, in line with the claims about the central role of students, the contribution of university students to the local community is an evolving trend of discussions on USR theory (Ayala-Rodríguez et al , 2019).…”

Section: Discussionmentioning

confidence: 99%

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Review of empirical research on university social responsibility

Huang

2021

IJEM

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PurposeThis paper aims to systematically review the university social responsibility (USR) implementation from the empirical studies, which published during the period from 2004 to 2020.Design/methodology/approachThe bibliometric method has been employed to review prior empirical research on higher education social responsibility topics.FindingsThese synthesis results confirmed that USR initiatives as an excellent tool to attain sustainability and enhance university performance worldwide. Universities in developed nations underline paying more attention to the core values in the long-term; meanwhile, their counterparts in transitional countries to pay more attention to short-term activities by focusing on stakeholders.Research limitations/implicationsThe notable limitation is that in terms of the number of empirical papers employed as the data to analyze in this manuscript.Practical implicationsThis paper's findings have described the USR implementations and how well to define USR adoption from the empirical studies globally. Thus, it has theoretical implications in enriching the USR knowledge and providing useful guidance for universities, then recommend new research directions in the future for other scholars.Originality/valueThis research is an initial attempt to systematize studies on USR implementation in universities between developed countries and developing nations.

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Section: Discussionsupporting

confidence: 54%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

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Review of empirical research on university social responsibility

Huang

2021

IJEM

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“…Each institution, in following these objectives, has the opportunity of demonstrating its sense of responsibility and willingness to deal with the real needs and problems of society. This confers a new set of values to the choice of the university for students and parents and reinforces the university brand name as shown by some contributions on the subject that deal with public engagement in terms of university and social responsibility (Plungpongpan et al, 2016). Finally, the academic community (students, teachers and university staff ) benefit from the development of transversal competencies, sense of responsibility and awareness to ethical and social themes, as they receive new ideas and on the job stimuli.…”

Section: University Public Engagementmentioning

confidence: 75%

“…The universities, therefore, can demonstrate their sense of responsibility and readiness to tackle real needs and social problems. An orientation to public engagement influences the image and choices made by prospective students and parents, as stated by some contributions on the subject that deal with public engagement in terms of university social responsibility (USR) (Nejati et al, 2011;Plungpongpan et al, 2016). In this sense, transmitting public engagement online today becomes a strategic move for communicating university commitment in this direction.…”

Section: Introductionmentioning

confidence: 99%

Approaches to university public engagement in the online environment

Marino

Presti

2018

IJEM

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Purpose The purpose of this paper is to investigate the construct of online public engagement by identifying the modalities universities use to give visibility to their approach on institutional websites. Design/methodology/approach An exploratory factor analysis outlined the principle dimensions that explain online public engagement starting from the analysis of a sample of American and English universities. To finish, a t-test shows the differences in the approaches to online public engagement in the sample universities. Findings The results of this analysis show that the construct of public engagement used for online communication has been investigated through three dimensions and that the American and English universities have different approaches in its declination. Research limitations/implications The analysis was conducted on a sample of American and English universities; however the study underlines the fact that the traditional approaches to public engagement can assume different connotations for online communication. Practical implications Coherent organization of the online communication of public engagement activities can reinforce the perception of the university in the eyes of both internal and external stakeholders. For this reason, research offers interesting input for evaluating which kind of strategy should be adopted for online public engagement in line with the desired positioning and as defined by the governing bodies of the university institutions. However, the universities still need to institutionalize public engagement. Originality/value This work constitutes the first attempt to investigate public engagement in the university context through the web, using quantitative methodologies in order to highlight the different strategic orientations and operative declinations.

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The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image

Aledo-Ruiz

Martínez‐Caro

Jaén

2021

Corp Soc Responsibility Env

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The purpose of this paper is to study the influence of corporate social responsibility (CSR) over higher education institutions' (HEIs) students' emotional appeal and the effect of two mediating variables, corporate image, and reputation. A sample of 211 students surveyed was obtained, and the study was conducted using partial least squares path modeling (PLS‐SEM) technique. The results showed that emotional appeal is influenced by corporate reputation, corporate image, and CSR practices. These effects are not only direct and positive but significant indirect effects are also obtained, which allow the positive effects of CSR to be heightened. This paper contributes to the literature on CSR considering mediating effects of corporative image and reputation in the relationship between CSR and emotional appeal. The findings provide important implications for theory and practice, indicating consistent strategies for competitive advantage in HEIs by achieving stakeholder engagement and new lines of research in terms of emotional marketing.

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University Social Responsibility and Brand Image of Private Universities in Bangkok

Cited by 7 publications

References 27 publications

Review of empirical research on university social responsibility

Review of empirical research on university social responsibility

Approaches to university public engagement in the online environment

The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image

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