The Effect of Corporate Ability and Corporate Social Responsibility Association of Outdoor Sportswear Corporate on Brand Loyalty

2017 ◽  
Vol 26 (3) ◽  
pp. 591-601
Author(s):  
Jin Hur
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Loyalty ◽  
Corporate Ability ◽  
Corporate Social

scholarly journals The impact of Corporate Social Responsibility on brand loyalty in the process of globalization

2020 ◽  
Vol 74 ◽  
pp. 04017
Author(s):  
Margareta Nadanyiova ◽  
Lubica Gajanova
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Loyalty ◽  
Questionnaire Survey ◽  
Triple Bottom Line ◽  
Sustainable Growth ◽  
Customer Relationships ◽  
Bottom Line ◽  
Corporate Social ◽  
The Impact

In the process of globalization, the topic of sustainable development is among the most up-to-date and discussed issues. Companies applying the principles of social responsibility are focused not only on profit, but above all on sustainable growth and development. And just the triple bottom line concept represents a tool that enables CSR put into practice and points out that economic interests may not be in conflict with social and environmental issues. The aim of this article includes providing a literature review on the issue from the perspective of several foreign and domestic authors. By using methods of description, comparison, deduction, induction, it discusses the essence of corporate social responsibility, the concept of triple bottom line and also analyses its practical use in the case of the particular company. The secondary data for the analysis were obtained from annual company reports, statistical tables and published professional publications. In order to determine the impact of corporate social responsibility on brand loyalty in the process of globalization, a questionnaire survey was conducted among Slovak consumers. General scientific methods were applied for the processing of the data, as well as mathematical methods to evaluate the data collated from the results of the questionnaire survey. Based on this, benefits of using CSR principles are highlighted, that includes, in particular, building customer relationships, increasing the brand value and gaining brand loyalty. Finally, proposals are put forward for the effective implementation of corporate social responsibility principles in the process of globalization.

Consumers' continuance intention for participation in virtual corporate social responsibility cocreation activities: Self-construal and flow

2020 ◽  
Vol 48 (4) ◽  
pp. 1-11
Author(s):  
Xiaoping Liu ◽  
Yi Yang ◽  
Shuang Chen
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Interaction Effect ◽  
Continuance Intention ◽  
Influence Mechanism ◽  
Self Construal ◽  
Corporate Ability ◽  
Corporate Social ◽  
Intention To Continue

We conducted 2 experiments in which we explored the influence mechanism of consumers' beliefs about both corporate social responsibility (CSR) and corporate social responsibility–corporate ability (CSR–CA) on their continuance intention for participation in virtual CSR cocreation activities. We recruited 115 participants in Experiment 1. The results show that CSR–CA beliefs effectively decreased consumers' intention to continue participating in virtual CSR, which was affected by consumers' self-construal. Specifically, for consumers with an independent self-construal, there was a significant correlation between their CSR–CA beliefs and participation continuance intention; however, the correlation between these variables was not significant for consumers with an interdependent selfconstrual. The Experiment 2 sample comprised 171 participants and the results show that the interaction effect between self-construal and CSR–CA beliefs was mediated by flow. Thus, we recommend that marketers design CSR activities to activate an interdependent selfconstrual and enhance consumers' flow, which will increase their continuance intention.

Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
George Kofi Amoako ◽  
Joshua Kofi Doe ◽  
Robert Kwame Dzogbenuku
Keyword(s):  
Corporate Social Responsibility ◽  
Business Ethics ◽  
Social Responsibility ◽  
Ethical Behavior ◽  
Brand Loyalty ◽  
Green Marketing ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Social

Purpose This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing. Design/methodology/approach Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model. Findings The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty. Research limitations/implications This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation. Practical implications By ensuring ethical codes, CSR and green marketing, firms can contribute to promoting the SDGs, and at the same time, achieving customer loyalty. Brand loyalty is further enhanced if customers see a firm to be practicing CSR. Social implications The SDGs of sustainable production patterns, climate change and its impacts, and sustainably using water resources must become the focus of companies as they ultimately yield loyalty. Policymakers and society can design a policy to facilitate adoption of better ethical behavior and green marketing by firms as a way of promoting SDGs. Originality/value To the best of the authors’ knowledge, this study is the first to test the mediation effect of green marketing and CSR on how ethical behavior leads to brand loyalty. It is also one of the few papers to examine how SDGs can be promoted by businesses as stakeholders.

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