The Causal Relationship Model of Brand Love of Accounting Program in Phranakhon Rajabhat University.

Abstract

           Creating a brand love is considered a revolution in the way that students enrolled in the Bachelor of Accountancy degree build their soft skills. Further, it is considered to be a driving force for innovative thinking for development and management at the Faculty of Management Science, Phranakhon Rajabhat University.                 This article aims 1) to develop the causal relationship format of brand love towards the the Accounting program at Rajabhat Phranakhon University 2) to examine the compatibility of the format from empirical data, and 3) To study the influence of causal factors in the relationship format of brand love towards the the Accounting program. This is a quantitative research using causal relationship study techniques. The sample group consists of 375 participants, including students and alumni, selected through stratified random sampling. I/We used questionnaires as research tool. I/We employ statistical analysis including percentages, mean, standard deviation, Pearson correlation coefficient, component analysis, and path analysis.
           The research findings reveal that:
           1. The development of the format distinguishes five variables: being the actual brand love of the Accounting program, transferring the brand's image, impressions of the Accounting program, being a part of the accounting profession, and the love towards the brand of the Accounting program.
           2. The examination of the format shows compatibility with perceptual data, with CMIN = 208.765, df = 210, p = 0.511, CMIN/df = 0.99, SRMR = 0.02, RMSEA = 0.00, GFI = 0.96, AGFI = 0.93, CFI = 1.00, and Hoelter (.05) = 439.
           3. Being a part of the accounting profession has the most direct influence (0.76) and indirect influence (0.61) through impressions of the Accounting program, and overall influence (0.95) at a statistically significant level of .001. It can explain 79% of the variance in love towards the brand of the Accounting program.
           The ATIJL Model of brand love of accounting program comprises 5 components and can be categorized into 25 characteristics. It aligns with perceptual data and can explain 79% of the variance in brand loyalty towards the accounting curriculum. This correlates with the development of soft skills for future professional accountants.