The Predictors of Corporate Image in Direct selling Companies in Thailand

Abstract

The image of the direct selling company seems to be tarnished by frauds and internet scams in recent years. Thus, the purpose of this study is to examine the relationships of several predictors of corporate image in direct selling companies in Thailand. Six identified predictor variables are measured using past developed instruments (41 items) such as: brand architecture (6 items), Corporate social responsibility (7 items), internet marketing (7 items), trust (7 items), perceived value (7 items), and attitude (7 items) and corporate image (7-items) as the dependent variable. A total of 200 questionnaires were distributed and 180 was collected representing 90% response rate. After deletion of outliers, the final usable questionnaire is 165 which were analyzed using regression analysis. This study has established one significant predictor of corporate image (attitude) (β = 0.750, t = 14.262, and p = 0.000 < 0.001). It shows that attitude has significant positive relationship on corporate image. The model could explain 56.6 percent of variance in corporate image (F=36.665, p=0.000<0.001). This study concludes the findings with suggestion towards direct selling company.