Influences of Socially Responsible Leadership and Stakeholders’ Perception of Corporate Social Responsibility on Corporate Image of Mae Fah Luang Chiang Rai International Airport

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พิพัฒน์ นนทนาธรณ์

Abstract

The objectives of this research were 1) to study the relationship among socially responsible leadership, stakeholders’ perception of corporate social responsibility, and corporate image of Mae Fah Luang Chiang Rai International Airport, 2) to study the influence of socially responsible leadership on corporate image of Mae Fah Luang Chiang Rai International Airport, and 3) to study the influences of socially responsible leadership and stakeholders’ perception of corporate social responsibility on corporate image of Mae Fah Luang Chiang Rai International Airport. Sample was Mae Fah Luang Chiang Rai International Airport’s stakeholders. Quota and judgmental sampling was applied, and completely sample size was 396. Structural Equation Modeling was used to analyze in this study.


The results found that 1) correlation coefficient among observable variables were 0.589-0.934 and had a significant level at every variable. 2) socially responsible leadership had significantly influence on stakeholders’ perception of corporate social responsibility and the variance predicted by socially responsible leadership at 54.7 percent. and 3) socially responsible leadership had significantly influence on corporate image and had indirect effect via stakeholders’ perception of corporate social responsibility and variance predicted to corporate image at 84.8 percent, and; stakeholders’ perception of corporate social responsibility had direct effect to corporate image. Fit indices of the model were c2/df = 3.915; CFI = 0.990; NNFI = 0.986; RMSEA = 0.087 and 90% CI for RMSEA = 0.071

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Research Article