Abstract

This study attempted to test the main and interaction effects of CSR involvement, brand naming, and pricing on
consumers’ purchase intentions by using a 2 x 2 x 2 experimental design. CSR involvement was based on a
cause-related marketing campaign. Brand naming was based on a local/Thai brand name and a foreign brand
name signifying that the product is from a renowned country. High prices and low prices were adopted for the
pricing factor. A computer notebook was used to represent a high involvement and technological product for the
experiment. Siam Computer was used to represent a Thai brand name whereas Toshisu was used to represent a
foreign brand name. Students from a local university were recruited as experimental subjects. Fifty subjects were
randomly assigned to each of the eight experimental conditions. All three experimental factors were found to
have significant effects on purchase intentions. The levels of purchase intentions were found to be higher for
products with CSR involvement, foreign brand name, and lower prices. The two way interaction effects
suggested that CSR involvement had a positive effect on products with foreign brand name and higher prices.
The effect of pricing was found to be stronger for products using Thai brand name. The three way interaction
effect suggested that for a high price condition, CSR involvement had a strong effect on purchase intentions for
products using a foreign brand name whereas in a low price condition, CSR involvement had no significant
effect regardless of the name of the brand.

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