การรับรู้ของนักศึกษาระดับปริญญาตรีต่ออัตลักษณ์และความผูกพันในตราผลิตภัณฑ์องค์กรของมหาวิทยาลัยเทคโนโลยี ราชมงคลล้านนา เชียงใหม่

Abstract

The independent study on Perception of Bachelor’s Degree Students Towards Brand Identity and Corporate Brand Engagement of Rajamangala University of Technology Lanna is a quantitative research that aimed to study identity perception and corporate brand engagement, and to test the differences between the perception of identity and the engagement in corporate branding of the students of Rajamangala University of Technology Lanna, Chiang Mai. The questionnaire was used to collect data from 388 samples which included senior students from 3 faculties in Rajamangala University of Technology Lanna, Chiang Mai. Research data analysis applied descriptive and inferential statistics, i.e. frequency, percentage, mean, One-Way ANOVA correlation analysis, and Multiple Linear Regression Analysis. The results of the study found that the majority of respondents were female (55.00%) and male (45.00%). Most of respondents were 22 years old (41.42%). Also, most of them studied at the Faculty of Business Administration and Liberal Arts (48.52%), followed by the Faculty of Engineering (37.84%), and the Faculty of Fine Arts and Architecture (13.61%), respectively. The respondents had a high level of both perception on overall identity and on engagement towards Rajamangala University of Technology Lanna, Chiang Mai. The analysis result of the brand identity to corporate brand engagement of the students of Rajamangala University of Technology Lanna, Chiang Mai found that the respondents from each faculty presented the overall corporate brand engagement differently in the confidence in the brand aspect. The averages in each aspects sorted from highest to lowest as follows: confidence in the brand, brand integrity, pride in brand, and passion for the brand, respectively.