The effect of corporate social responsibility (CSR) on brand equity, brand attitude, and repurchase intention

In recent business competition, marketing managers try to satisfying consumers and building stable-long term relationship between company and consumer. The relationship needs consumer’s trust to company. That is why marketing managers are interested in knowing the impact of trust, loyalty and corporate social responsibility (CSR) toward customer retention (repurchase intention) in order to develop the long term profitability of the company. The long term relationship with consumers results in profitability and also impacts of survival and company development. In other word, trust influences toward loyalty and consumer retention. In the same moment, it is not surprising that academicians and practitioner effort to understand trust, customer loyalty, repurchase intention and CSR. This research examines firstly, influence of customer trust toward customer loyalty. Secondly, the research examines influence of customer loyalty toward repurchase intention. Thirdly, the research examines the role of perceived CSR as a moderating variable on the influence customer trust toward customer loyalty. The packaged-drinking water Aqua is taken as the research context because the Aqua company have donated 10 litter clean water in East Indonesia for each of one litter consumer buying. The result of the research shows that perceived CSR play a strong and positive role of influencing trust toward loyalty. Otherwise, trust influences strongly toward loyalty and loyalty influences strong enough toward repurchase intention. The result is expected to give managerial benefit for Aqua Company and also theoretical development in marketing related to the moderation role of perceived CSR in the influence of trust toward loyalty and repurchase intention.

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The Effect of Corporate Social Responsibility (CSR), Food Quality, and Perceived Value on Repurchase Intention Through Customer Satisfaction as Intervening Variables in The Pandemi Covid-19 Era (Study On "Chatime" Bubble Drink Products)

Journal of Business and Behavioural Entrepreneurship ◽

10.21009/jobbe.005.1.04 ◽

2021 ◽

Vol 5 (1) ◽

pp. 60-77

Author(s):

Mohc. Velian Muhajir ◽

Tias Andarini Indarwati

Keyword(s):

Corporate Social Responsibility ◽

Customer Satisfaction ◽

Social Responsibility ◽

Food Quality ◽

Perceived Value ◽

Repurchase Intention ◽

Analysis Technique ◽

Negative Effect ◽

Corporate Social ◽

Positive Effect

Bubble drink products are one of the beverage trends that have developed this year, even during the Covid 19 pandemic. One of the bubble drink brands that is in demand by the public especially teenagers in Indonesia is Chatime, in which consumers do not buy Chatime just once. The purpose of this paper is to study the effect of corporate social responsibility, food quality, customer satisfaction, on repurchase intention, through customer satisfaction. The research sampling techniques used are nonprobability sampling by judgmental sampling. This study focuses on Chatime consumers who bought Chatime products during a pandemic Covid-19. The data analysis technique is used path analysis. The results show that CSR has a negative effect on repurchase intention and customer satisfaction, food quality has a positive effect on repurchase intention and customer satisfaction, perceived value has a negative effect on repurchase intention, but has a positive effect on customer satisfaction.

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The Influence of CSR on B2B Relationships

Ethical Standards and Practice in International Relations - Advances in Business Strategy and Competitive Advantage ◽

10.4018/978-1-5225-2650-6.ch001 ◽

2018 ◽

pp. 1-21

Author(s):

Susan Saurage-Altenloh ◽

Phillip M. Randall

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Competitive Advantage ◽

Brand Equity ◽

Brand Management ◽

Sustainable Competitive Advantage ◽

Corporate Brand ◽

B2b Relationships ◽

Management Experience ◽

Corporate Social

The chapter addresses how ethical actions deliver value through sustainable competitive advantage. Corporate social responsibility (CSR) has a proven role in developing audience trust that increases brand equity among target audiences and stakeholders, thus ensuring that the brand sustains its competitive advantage through improved profitability and reputation in the market. Not only do businesses have a social responsibility to the markets from which they earn revenues, but buyers expect ethical businesses to have an established CSR program in place. Businesses that engage in CSR activities within the process of corporate brand management experience stronger reputation that drives loyalty and sales, resulting in a competitive, sustainable market advantage.

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