Building company reputation and brand equity through CSR: the mediating role of trust

2015 ◽  
Vol 33 (6) ◽  
pp. 840-856 ◽  
Author(s):  
Mobin Fatma ◽  
Zillur Rahman ◽  
Imran Khan
Keyword(s):  
Brand Equity ◽  
Structural Equations ◽  
Consumer Trust ◽  
Content Type ◽  
Mediating Role ◽  
Company Reputation ◽  
Corporate Social ◽  
Retail Banks ◽  
A Company

Purpose – The purpose of this paper is to investigate the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE), based on the perception of consumers regarding banks in India. Design/methodology/approach – A survey of banking consumers was carried out, resulting in 303 valid responses. In order to address research objectives and test the hypothesis, structural equations modeling has been employed. Findings – Results reveals that CSR activities influence CR and BE directly as well as indirectly. In addition, the mediating role of trust is found to be significant between CSR and CR and CSR and BE. The study shows that CSR activities build consumer trust in a company which in turn positively impacts CR and BE. Research limitations/implications – The findings have important implications for retail banks in India and suggest that CSR activities can help banks in building CR and BE. The hypothesized theoretical framework has been tested in the banking context, so the generalization of findings is limited to the context. Originality/value – This study contributes to literature by highlighting the important role of CSR and its direct and indirect effects on CR and BE.

How CSR and overall service quality lead to affective commitment: mediating role of company reputation

2017 ◽  
Vol 13 (1) ◽  
pp. 111-125 ◽  
Author(s):  
Nil Engizek ◽  
Bahar Yasin
Keyword(s):  
Service Quality ◽  
Structural Equation ◽  
Affective Commitment ◽  
Retail Banking ◽  
Content Type ◽  
Mediating Role ◽  
Company Reputation ◽  
Mediator Role ◽  
Corporate Social

Purpose The paper aims to focus on the relationships among corporate social responsibility (CSR), overall service quality (OSQ), company reputation and affective commitment. It investigates whether service quality or CSR is the primer driver of affective commitment. Also, the mediating role of company reputation was examined. Design/methodology/approach Structural equation modelling analysis provided support for the hypotheses from a sample of 522 retail banking consumers in Turkey. Findings Findings show that both CSR and OSQ influence affective commitment through the mediator role of company reputation. Originality/value This study tests and confirms that corporate reputation plays a mediator role along the paths from CSR and OSQ to affective commitment. Also, this study expands the traditional view of CSR’s and OSQ effect on customers and suggests that CSR and OSQ do affect not only company reputation but also affective commitment.

scholarly journals Mediating model of brand equity and its application

2019 ◽  
Vol 23 (2) ◽  
pp. 295-318 ◽  
Author(s):  
Umesh Ramchandra Raut ◽  
Prafulla Arjun Pawar ◽  
Pedro Quelhas Brito ◽  
Gyanendra Singh Sisodia
Keyword(s):  
Brand Equity ◽  
Structural Equations ◽  
Brand Trust ◽  
Mediation Model ◽  
Content Type ◽  
Theoretical Contribution ◽  
Mediating Role ◽  
Equity Model ◽  
Brand Satisfaction

Purpose This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements. Design/methodology/approach A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed. Findings The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction. Research limitations/implications With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers. Originality/value The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity.

Art-event image in city brand equity: mediating role of city brand attachment

2020 ◽  
Vol 6 (3) ◽  
pp. 491-509
Author(s):  
Deepa Jawahar ◽  
Vinney Zephaniah Vincent ◽  
Anju Varghese Philip
Keyword(s):  
Brand Equity ◽  
Regional Climate ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Mediating Role ◽  
Art Form ◽  
Tourism Product ◽  
Event Image

Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

Study from Korea shows strong CSR policies significantly increase job seekers' application intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Real Life ◽  
Value Congruence ◽  
Job Applicants ◽  
Job Seekers ◽  
Content Type ◽  
Mediated Moderation ◽  
Mediating Role ◽  
Corporate Social ◽  
The Relationship

Purpose This study investigated how and when corporate social responsibility (CSR) fosters job seekers’ application intentions. The authors used a “mediated moderation mode” to explore the positive effect of CSR on job seekers’ intention to apply. They considered the moderating role of applicants’ calling and the mediating role of value congruence in the relationship between the person and organization. Design/methodology/approach To test their hypotheses the authors developed a questionnaire and sent it to a sample of 259 college students with a mean age of 22.67 in South Korea. All were either prospective or current job seekers and 55.2pc were female. Two scenarios were developed based on the real-life case of a well-known coffee franchise’s CSR policies. The scenarios were identical except that one had more proactive CSR policies. Findings Results showed that a company’s proactive CSR programs increase job seekers’ intention to apply, which was moderated by their “calling” for the job. The research also demonstrated that “value congruence” between the applicant and the organization fully mediated the interaction between CSR and calling. The results, the authors said, suggested that engaging in active CSR could attract job applicants, providing a potential competitive advantage. Originality/value The authors said their study contributed to the literature as it took the job seeker’s perspective whereas most previous research on calling focused on employees. They said it was the first study to empirically demonstrate the interaction between a sense of calling and CSR.

Improving performance through leaders' forgiveness: the mediating role of radical innovation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Emilio Domínguez-Escrig ◽  
Francisco Fermín Mallén Broch ◽  
Ricardo Chiva Gómez ◽  
Rafael Lapiedra Alcamí
Keyword(s):  
Organizational Performance ◽  
Explanatory Variable ◽  
Radical Innovation ◽  
Structural Equations ◽  
Content Type ◽  
Mediating Role ◽  
Firm Turnover ◽  
The Relationship ◽  
Practical Implications

PurposeThe objective of this study is to analyze the relationship between leaders' forgiveness and organizational performance using radical innovation as an explanatory variable.Design/methodology/approachThe study was conducted in a sample frame of 11,594 Spanish companies. A total of 600 valid questionnaires were obtained. The structural equations were used to validate the proposed hypotheses.FindingsResults confirmed the hypotheses proposed in the model: the authors provided, through structural equations, empirical evidence of the relationship between leaders' forgiveness and organizational performance, mediated by radical innovation. Leaders' forgiveness promotes radical innovation and, in turn, performance.Research limitations/implicationsThe sample of companies is heterogeneous in terms of firm turnover, size and age. The study is focused on radical innovation.Practical implicationsThe present study may help to develop more humane policies to manage human resources, by taking into account employees' feelings and needs.Originality/valueThe business field is closer to competitive values and has traditionally underestimated the importance of leaders' forgiveness. This is one of the few studies that empirically analyze the consequences of leaders' forgiveness within organizations.

scholarly journals Effects of Brand Hate on Brand Equity: The Role of Corporate Social Irresponsibility and Similar Competitor Offer

2020 ◽  
pp. 75-86
Author(s):  
Mudassir Husnain ◽  
Fauzia Syed ◽  
Waheed Akhtar ◽  
Muhammad Usman
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Negative Relationship ◽  
Mediating Role ◽  
Corporate Social Irresponsibility ◽  
Corporate Social ◽  
Negative Feelings ◽  
The Relationship ◽  
Brand Hate

This paper summarises the arguments and counterarguments based on the assumptions of the theory of hate. The study is aimed at testing the mediating role of brand hate elicited in the relationship among the similar competitor offer, corporate social irresponsibility and brand equity. The study sample consisted of 550 participants from the education sector in Pakistan. The methodological tool of the research was structural equation modelling. Purposive sampling technique was used to reach the appropriate respondents for the study. This study was time-lagged conducted in three times data periods: in Time 1 a total of 800 surveys were distributed, out of which 722 were returned from respondents; in Time 2 722 surveys were distributed to same respondents, out of which 600 were returned; in Time 3 600 surveys were again distributed to the same respondents, out of which 550 were returned. The obtained results confirmed the mediating role of brand hate. Herewith, findings revealed that due to similar offers individual feelings such as loss of self-individuality usually developed and be negatively perceived. Thus, it yields to decline in product value. Likewise, corporate social irresponsibility found to have a more negative relationship with brand equity. Results of the current study revealed that negative feelings due to the similarity in competitor offer could stem from diverse sources. Therefore, it could result in an undesired personality self-loss, if a brand represented a similar brand as its competitors ultimately perceived negative and yielded a decline in value of product/service. The current study also unveiled that corporate social irresponsibility is a strong predictor of negative feelings. Corporate social irresponsibility motivates consumers towards brand hate, thus hampering brand equity. According to the mentioned above, there must be careful management of corporate social responsibility to avoid the negative effect on brand equity. In turn, brand hate mediating the relationship between similarity to competitor offer and brand equity alters consumer perception towards a brand. Thus, companies must fulfil consumers’ expectations to minimise brand hate which eventually increases brand equity. This study stands novel and considered as the first attempt to empirically explore the role of similarity to competitor offer and corporate social irresponsibility in eliciting brand hate that could adversely affect on brand equity. The study provided the limitations for future researchers, implications for managers and future directions. Keywords duplex theory of hate, tetra-Pak consumer, similar competitor offer, brand hate, brand equity, corporate social irresponsibility.

Reducing skepticism about corporate social responsibility: roles of gender and agentic-communal orientations

2019 ◽  
Vol 36 (1) ◽  
pp. 189-196 ◽  
Author(s):  
Kevin P. Newman ◽  
Rebecca K. Trump
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Target Market ◽  
Content Type ◽  
And Gender ◽  
The Individual ◽  
Corporate Social ◽  
A Company ◽  
Practical Implications

Purpose Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This paper aims to demonstrate how to reduce consumer CSR skepticism by examining the role of a company spokesperson’s gender and gender-related characteristics. Design/methodology/approach Two between-subjects experiments with a combined total of 329 participants examined how consumers’ levels of CSR skepticism are affected depending on the gender of the consumer and the gender and gender-related characteristics of the company’s CSR spokesperson. Findings Study 1 finds that a female (vs male) spokesperson generally elicits less CSR skepticism. However, Study 2 expands on this to demonstrate that consumers are less skeptical of a company’s CSR efforts when they are promoted by a spokesperson who exhibits gender-related characteristics that match, or are typically associated with, the individual consumer’s gender. Practical implications Brands often face difficulties in successfully promoting their own CSR efforts to skeptical consumers. These findings should guide companies and their brands in choosing ideal spokespeople for making effective, sincere CSR claims, depending on the target market. Originality/value This research is the first to identify the important role of gender in consumers’ perceptions of CSR sincerity. Thus, it provides practically-oriented strategies that may mitigate a growing consumer CSR skepticism that exists in today’s marketplace.

Effect of transformational leadership on job performance: testing the mediating role of corporate social responsibility

2020 ◽  
Vol 17 (5) ◽  
pp. 605-625
Author(s):  
Jnaneswar K ◽  
Gayathri Ranjit
Keyword(s):  
Transformational Leadership ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Job Performance ◽  
Business Environment ◽  
Full Time ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Social

PurposeEncouraging employees to bolster their performance in today's turbulent business environment is an important priority for all types of organizations. Even though few studies reported the impact of transformational leadership (TL) on job performance (JP), the role of mediators namely corporate social responsibility (CSR) in this relationship is not given due attention. The purpose of this paper is to assess the mediating role of CSR in the relationship between TL and JP in the Indian context.Design/methodology/approachData from 306 full time employees working in the manufacturing industry in India were collected through an online survey. The manufacturing organizations were selected on the basis of their active participation in CSR activities and robustness of HR practices. Three structured questionnaires were used for eliciting data from the employees, and AMOS software was used for testing the validity of the hypothesized model. PROCESS macro was used for testing the mediating role of CSR.FindingsTL impacted both JP and CSR. Additionally, CSR showed a positive relationship with JP of employees. The pivotal finding of the study is the partial mediation of CSR in the TL–JP relationship.Originality/valueBased on neo-charismatic paradigm theory, TL theory, stakeholder theory and social identity theory, this paper enriches the literature by demonstrating the mediation mechanism driving TL and JP relationship.

Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fayez Ahmad ◽  
Francisco Guzmán
Keyword(s):  
Brand Equity ◽  
Experimental Studies ◽  
Online Reviews ◽  
Review Literature ◽  
Online Review ◽  
Persuasion Knowledge ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship

Purpose This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when consumers become aware that brands are trying to persuade them to write a review. Design/methodology/approach Through three experimental studies, where participants were randomly assigned to a brand that has either a stronger or weaker brand equity, participants’ intention to write reviews was measured. Trust in the message was measured to study its mediating role, and persuasion knowledge of the participants was manipulated to investigate its moderating effect. Findings The findings confirm that consumers are more likely to write online reviews when a message comes from a brand that has stronger brand equity, trust in the message mediates the relationship between brand equity and consumer intention to write an online review, and persuasion knowledge has a differential effect on consumer intention to write reviews. Originality/value The study adds to the brand equity and online review literature by providing evidence that a higher level of consumer trust on brands that have stronger brand equity leads to an increased intention to write a review for the brand. It also shows that consumers’ awareness of the motive of the brand is more beneficial for brands with strong brand equity, contributing to persuasion knowledge literature.

scholarly journals Brand experience and brand attachment as drivers of WOM in hospitality

2020 ◽  
Vol 24 (2) ◽  
pp. 231-246
Author(s):  
Mónica Gómez-Suárez ◽  
Mónica Veloso
Keyword(s):  
Online Survey ◽  
Structural Equations ◽  
Brand Experience ◽  
Emotional Attachment ◽  
Content Type ◽  
Four Dimensions ◽  
Mediating Role ◽  
Proposed Model ◽  
The Impact

Purpose The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand. Design/methodology/approach Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM). Findings The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment. Practical implications By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations. Originality/value This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.

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