The Outcome of Student Creativity Development with C-K Theory in Brand Management Course: A Case Study of Bachelor’s Degree Students at Bangkok University
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Abstract
This research focused on creative development by having two objectives: 1) to compare the students’ creativity, creative role identity as well as their creative self-efficacy before and after using C-K theory and, 2) to study the students’ creative role identity and creative self-efficacy influencing their creativity. Quasi experimental research design through one group pretest posttest design was employed as the research methodology. The research population consisted of 628 bachelor’s degree students, who registered for Brand Management Course at Bangkok University in semester 2/2018. With cluster section sampling, 53 students were selected, who have completely data. The research instrument consisted of a 4-item test for creative role identity, a 6-item test for creative self-efficacy and a Torrance’s creative test with 4 dimensions (fluency, originality, flexibility and elaboration). The statistics used for data analysis were descriptive statistics, dependent t-test, gain score analysis, and multiple regressions. The findings revealed that originality and creative self-efficacy increased after doing the activity based on C-K theory; moreover, creative role identity influenced creativity development.
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ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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