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Original Research

SECOND ORDER CONFIRMATORY FACTOR ANALYSIS OF ETHICAL MARKETING GUIDELINES FOR SUSTAINABLE GROWTH IN INDUSTRIAL BUSINESS SECTOR

THANIN SILPCHARU 1, and NATAYA KUMPLANON 2.

Vol 17, No 11 ( 2022 )   |  DOI: 10.5281/zenodo.7374966   |   Author Affiliation: Professor in the Faculty of Business Administration, King Mongkut’s University Bangkok, Thailand 1; Assistant Professor in the Faculty of Business Administration and Information Technology, Rajamangala University of Technology Isan, Khon Kaen Campus, Thailand 2.   |   Licensing: CC 4.0   |   Pg no: 1544-1552   |   To cite: THANIN SILPCHARU, and NATAYA KUMPLANON. (2022). SECOND ORDER CONFIRMATORY FACTOR ANALYSIS OF ETHICAL MARKETING GUIDELINES FOR SUSTAINABLE GROWTH IN INDUSTRIAL BUSINESS SECTOR. 17(11), 1544–1552. https://doi.org/10.5281/zenodo.7374966   |   Published on: 28-11-2022

Abstract

Operating ethical marketing business can make stakeholders live together peacefully without persecution, resulting in national economic security. This research aims to study ethical marketing guidelines for sustainable growth in industrial business sector. The quantitative data were collected by asking 500 people responsible for marketing. Four elements, namely, planning, product, price, and patronage, were investigated. The results of the analysis of the developed model were found to meet the evaluation criteria and consistent with the empirical data with its Chi-square Probability Level, Relative Chi-square, Goodness of fit Index, and Root Mean Square Error of Approximation of 0.129, 1.107, 0.957, and 0.015 respectively.


Keywords

Ethical marketing guidelines, Sustainable growth, second order confirmatory factor analysis