Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 32131
The Corporate Vision Effect on Rajabhat University Brand Building in Thailand

Authors: Pisit Potjanajaruwit


This study aims to (1) investigate the corporate vision factor influencing Rajabhat University brand building in Thailand and (2) explore influences of brand building upon Rajabhat University stakeholders’ loyalty, and the research method will use mixed methods to conduct qualitative research with the quantitative research. The qualitative will approach by Indebt-interview the executive of Rathanagosin Rajabhat University group for 6 key informants and the quantitative data was collected by questionnaires distributed to stakeholder including instructors, staff, students and parents of the Rathanagosin Rajabhat University group for 400 sampling were selected by multi-stage sampling method. Data was analyzed by Structural Equation Modeling: SEM and also provide the focus group interview for confirming the model. Findings corporate vision had a direct and positive influence on Rajabhat University brand building were showed direct and positive influence on stakeholder’s loyalty and stakeholder’s loyalty was indirectly influenced by corporate vision through Rajabhat University brand building.

Keywords: Brand building, corporate vision, Rajabhat University, stakeholders’ loyalty.

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 647


[1] B. Gates, (2005). National education summit on high schools. Retrieved October, 31, 2005.
[2] Bowen, J. T., & Chen, S. L. (1992). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management, 13(5), 213-217.
[3] Balmer, J. M., & Gray, E. R. (2003). Corporate brands: what are they? What of them? European Journal of Marketing, 37(7/8), 972-997.
[4] Collins, J. C. (2001). Good to great: Why some companies make the leap... and others don't. Random House.
[5] Caruana, A. (2002). Service loyalty: the effects of service quality and the mediating role of customer satisfaction. European journal of marketing, 36(7/8), 811-828.
[6] Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
[7] Hatch, M., & Schultz, M. (2008). Relations between organizational culture, identity and image. European Journal of marketing, 31(5/6), 356-365.
[8] Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis. Psychology & Marketing, 18(1), 43-66.
[9] Hair, J. F., Anderson, R. E., Tatham, R. L., & William, C. (1998). Black (1998), Multivariate data analysis.
[10] Goleman, D. (2000a). Leadership that gets results. Harvard Business Review, March-April.
[11] Kotler, P., & Keller, K. L. (2006). Administração de marketing.
[12] Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351.
[13] Lomax, R. G. Schumacker, R. E., & (1996). A guide to structural equations modeling. Hillsdale, NJ: Erl-baum.
[14] Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.
[15] Pullman, M. E., & Gross, M. A. (2004). Ability of experience design elements to elicit emotions and loyalty behaviors. Decision Sciences, 35(3), 551-578.
[16] Kirkpatrick, L. A. (2005). Attachment, evolution, and the psychology of religion. Guilford Press.
[17] Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351.
[18] Lencioni, (2000). Small hepatocellular carcinoma in cirrhosis: randomized comparison of radio-frequency thermal ablation versus percutaneous ethanol injection 1. Radiology, 228(1), 235-240.
[19] Reichheld, F. P., & Sasser, W. E. (1990). Zero defecions: Quality comes to services. Harvard business review, 68(5), 105-111.
[20] Patterson, 2007. Summary, skilled reading depends on interactions between visual/orthographic processing, phonology, and semantics. Damage to these functional domains or the disruption of the transfer of information between the cognitive/brain systems that support these operations results in alexia.
[21] Tamilla Curtis, (2009). Corporate brand management in higher education: the case of ERAU. Journal of Product & Brand Management, 18(6), 404-413.
[22] Reichheld, F. F., & Teal, T. (2001). The loyalty effect: The hidden force behind growth, profits, and lasting value. Harvard Business Press.
[23] Senge, (1990). Systems thinking and organizational learning: Acting locally and thinking globally in the organization of the future. European journal of operational research, 59(1), 137-150.
[24] Wæraas, A., & Solbakk, M. N. (2009). Defining the essence of a university: lessons from higher education branding. Higher education, 57(4), 449-462.