@article{Supornrungcharoen_Laohavichien_2021, title={The Relationship between Corporate Social Responsibility to the Brand Image and Brand Loyalty of Green Leaf Hotel Group}, volume={41}, url={https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/246940}, abstractNote={<p class="Default" style="text-align: justify; text-justify: inter-cluster; text-indent: 36.0pt;">The objectives of this study are to investigate a level of respondents’ opinions on<br>corporate social responsibility, brand image, and brand loyalty, and examine the relationship<br>between corporate social responsibility and brand image, the relationship between corporate<br>social responsibility and brand royalty, and the relationship between brand image and brand<br>loyalty. By using survey data collected from customers of hotels in the Green Leaf Hotel Group<br>and analyzing them through the Independent Sample t-test, one-way ANOVA (F-test), Regression<br>Analysis, Pearson’s Correlation Coefficient, and Spearman rank, the findings reveal that while<br>gender, status, and education level have no effect on the respondents’ opinions, age (specifically,<br>between 26-33 years) and monthly income (specifically, between 25,001-35,000 Baht) do have<br>effect on individual opinions on corporate social responsibility of the hotels in the Green Leaf Hotel<br>Group. Lastly, this study finds that corporate social responsibility is positively associated with brand<br>image and with brand loyalty as well as brand image is positively associated with brand loyalty.</p>}, number={4}, journal={University of the Thai Chamber of Commerce Journal Humanities and Social Sciences}, author={Supornrungcharoen, Janjao and Laohavichien, Tipparat}, year={2021}, month={Dec.}, pages={27–43} }