—Despite the profitable revenue reported by direct
selling industry, the corporate image of these companies has
been negative and deteriorating. This is partly attributable to
the increasing number of pyramid schemes and frauds which
had led to the negative attitude of the consumer towards direct
selling, and tarnished the image of the direct selling company in
recent years. Hence, the main objective of this study is to examine
the intervening effect of attitude in the relationship between the
selected determinants and corporate image of direct selling
companies in Thailand. A total of 900 questionnaires was
distributed to direct selling customers, and 612 were collected
back, representing a response rate of 68%. A final 532 usable
questionnaires were analysed using structural equation
modelling (SEM). This study found a full mediating effect of
attitude between perceived value and corporate image.
However, attitude was a partial mediator when tested for
linkage between trust and corporate image while attitude does
not mediate in others. The finding of the study is discussed in
the perspective of its implications in direct selling context.
—Attitude, corporate image, direct selling,
Prasit Rattabaphan is with Hatyai Business School, Hatyai University,
Hatyai, Songkhla, 90110 Thailand (e-mail: firstname.lastname@example.org,
Nik Kamariah Nik Mat is with OYA Graduate Business College of
Business, Universiti Utara Malaysia. Sintok, Kedah Darul Aman, 06010
Malaysia (e-mail: email@example.com).
Cite: Prasit Rattanaphan and Nik Kamariah Nik Mat, "Intervening Effect of Attitude on the Relationship between Selected Determinants and Corporate Image," International Journal of Trade, Economics and Finance vol.5, no.6, pp. 497-502, 2014.