scholarly journals Influence of Perceived Corporate Social Responsibility on Brand Image, Satisfaction and Trust

2019 ◽  
Vol 7 (2) ◽  
pp. 33-58
Author(s):  
Humyra Dawood
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Brand Image ◽  
Favourable Effect ◽  
Corporate Marketing ◽  
Marketing Tool ◽  
Corporate Social ◽  
Apparel Manufacturers

The purpose of this research is to analyse the influence of consumers’ perception of Corporate Social Responsibility (CSR) practices on a brand’s image, satisfaction and trust in Pakistan. While the strategic importance of CSR, as a corporate marketing tool, is fairly established in the developed world, the concept is still finding its ground in developing countries. This study focuses on the consumers of the apparel industry of Pakistan, and has used the Structural Equation Modelling (SEM) to test the model. The findings show that the perceived CSR affects brand image in a positive manner, but has no impact on consumer satisfaction and trust directly. Brand image, however, has a favourable effect on both satisfaction and trust, and completely mediates the relationship between perceived CSR, and satisfaction and trust. This study provides insights to apparel manufacturers to formulate corporate marketing strategies that aim at enhancing their brand image through CSR activities.

scholarly journals PENGARUH GREEN MARKETING, CORPORATE SOCIAL RESPONSIBILITY TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 10 (1) ◽  
pp. 33-47
Author(s):  
Yuni Sarah ◽  
Sutar Sutar
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Green Marketing ◽  
Purposive Sampling ◽  
Corporate Social

Penelitian ini bertujuan untuk mengalisis pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Brand Image Dan Dampaknya Terhadap Keputusan Pembelian di Indomaret Manggarai, Jakarta Selatan. Sampel yang diperoleh sebanyak 111 responden dan diambil secara purposive sampling yaitu teknik pengumpulan sampel dengan pertimbangan tertentu, pemilihan sampel berdasarkan atas ciri-ciri tertentu yang dipandang sesuai dengan kriteria berdasarkan tujuan penelitian atau yang benar-benar dituju. Metode analisis yang digunakan dalam penelitian ini adalah analisis Structural Equation Model. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif signifikan baik terhadap Brand Image maupun Keputusan Pembelian baik secara langsung maupun tidak langsung. Brand image berpengaruh positif signifikan terhadap keputusan pembelian. Sementara, Corporate Social Responsibility tidak berpengaruh signifikan terhadap Brand Image, maupun Keputusan Pembelian baik secara langsung maupun tidak langsung. Hasil ini menunjukkan bahwa semakin meningkat green marketing yang dilakukan oleh perusahaan maka akan meningkatkan citra baik perusahaan tersebut sehingga akan meningkatkan keputusan pembelian konsumen. Untuk itu Indomaret harus melakukan peningkatan promosi melalui green marketing agar brand image nya semakin meningkat dan dapat meningkatkan konsumennya secara langsung

scholarly journals PENGARUH CORPORATE SOCIAL RESPONSIBILITY, KEPUASAN NASABAH, CITRA PERUSAHAAN, DAN EKUITAS MEREK TERHADAP PREFERENSI MEREK BANK BPD BALI

2019 ◽  
Vol 3 (2) ◽  
pp. 410
Author(s):  
I Wayan Ariwangsa ◽  
Luh Putu Mahyuni
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Brand Image ◽  
Positive Influence ◽  
Brand Preference ◽  
Corporate Social ◽  
Fit Index

Penelitian ini bertujuan untuk menawarkan dan menguji secara empiris model yang menjelaskan hubungan antara corporate social responsibility (CSR), kepuasan nasabah, citra perusahaan, ekuitas merek, dan tingkat preferensi merek bank. Data dikumpulkan melalui kuesioner dengan metode accidental sampling. Data dari 100 responden kemudian dianalisis dengan structural equation modelling (SEM) untuk menguji hipotesis. Penelitian ini mengindikasikan bahwa CSR, kepuasan nasabah, citra perusahaan dan ekuitas merek mampu menjelaskan sebanyak 83,5% dari variasi preferensi merek. Model penelitian ini juga telah memenuhi seluruh kriteria goodness of fit index sebagai model yang baik. Penelitian ini memberikan bukti empiris bahwa praktik CSR yang baik memberikan pengaruh positif bagi upaya peningkatan kepuasan nasabah, citra perusahaan, ekuitas merek, dan preferensi merek bank. Sosialisasi atas praktik CSR dengan cara yang tepat dan melalui media yang tepat akan dapat mengoptimalkan manfaat CSR bagi upaya peningkatan reputasi bank dan preferensi merek bank. Penelitian ini juga memberikan bukti empiris akan adanya pengaruh positif signifikan antara kepuasan nasabah dan citra perusahaan, kepuasan nasabah dan preferensi merek, citra perusahaan dengan ekuitas merek, citra perusahaan dengan preferensi merek, dan pengaruh positif signifikan antara ekuitas merek dengan preferensi merek. Penelitian berikutnya dapat dilakukan dengan menggunakan sampel beberapa bank untuk dapat menguji lebih jauh kehandalan model yang ditawarkan dalam penelitian ini. This study aims at offering and empirically testing a model explaining relationships between corporate social responsibility (CSR), customer’s satisfaction, brand image, brand equity, and brand preference. Data was collected using questionnaire. As many as 100 datasets were analysed using structural equation modelling (SEM) to test the hypotheses. This study indicates that CSR, customer’s satisfaction, brand image, and brand equity could explain 83,5% of the variation of brand preference. The model of this study has met all criteria of goodness of fit index as a good model. This study provides empirical evidence of the benefits of CSR in increasing customer’s satisfaction, brand image, brand equity, and brand preference. Disclosure of CSR practices using proper approach and right channels will optimalize the benefits of CSR in increasing bank reputation and brand preference. This study also provides empirical evidence of the significant positive influence of customer’s satisfaction on brand image, customer’s satisfaction on brand preference, brand image on brand equity, brand image on brand preference, and significant positive influence of brand equity on brand preference. Future research could further test the robustness of this model by using data collected from various banks.

scholarly journals Pengaruh Corporate Social Responsibility dan brand image terhadap nilai perusahaan dimoderasi kinerja keuangan

2019 ◽  
Vol 3 (2) ◽  
pp. 57-70
Author(s):  
Yuniep Mujati Suidah ◽  
Rachyu Purbowati
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Purposive Sampling ◽  
Equation Modelling ◽  
Corporate Social

Penelitian bertujuan untuk mengetahui pengaruh Corporate Social Responsibility (CSR) dan brand image terhadap nilai perusahaan dimoderasi kinerja keuangan, metode yang digunakan  dalam penelitian ini adalah kuantitatif. Sampel menggunakan purposive sampling, yaitu 10 perusahaan perusahaan manufaktur sektor makanan dan minuman yang terdaftar di BEI tahun 2014-2018. Teknik analisis data menggunakan Structural Equation Modelling-Partial Least Square(SEM-PLS). Hasil penelitian CSR dan brand image tidak berpengaruh yang signifikan terhadap nilai perusahaan (NP), namun variabel CSR berpengaruh positif terhadap nilai perusahaan dan variabel brand image tidak berpengaruh positif terhadap nilai perusahaan. Variabel kinerja keuangan dapat memperkuat pengaruh CSR terhadap nilai perusahaan dan pengaruh brand image terhadap nilai perusahaan.  Jika terjadi peningkatan kinerja keuangan, maka pengaruh CSR terhadap nilai perusahaan tinggi, begitu juga sebaliknya jika nilai kinerja keuangan turun, maka pengaruh CSR terhadap nilai perusahaan semakin rendah. Namun, jika terjadi peningkatan pada kinerja keuangan maka pengaruh brand image terhadap nilai perusahaan semakin rendah.

scholarly journals Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness

2021 ◽  
Vol 13 (8) ◽  
pp. 4548
Author(s):  
Qingyu Zhang ◽  
Sohail Ahmad
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sustainable Growth ◽  
Equation Modeling ◽  
Future Research ◽  
Purchasing Intention ◽  
Corporate Social ◽  
Moderating Role

Corporate social responsibility (CSR) in management domains is a well-known concept that links corporate interests and environmental/community values. CSR is considered a strategic policy that offers environmental and social competitive advantages. Organizations consider that CSR-based goodwill provides a tactical competitive edge and sustainable growth. The goal of this paper is to show how CSR programs affect consumers’ purchasing intention in the context of Pakistan. In addition, the effect of customer awareness has been studied as a moderator between CSR and purchasing intention. To this end, the study has conducted a survey and gathered Pakistani customers’ responses, and structural equation modeling has been used to evaluate the results. The study concludes that CSR activities favorably affect customer purchasing intentions directly as well as indirectly through improving brand image and trust, and customer awareness of CSR activities plays a moderating role. The implications and future research directions are discussed.

Consequences of corporate social responsibility on employees

2019 ◽  
Vol 49 (1) ◽  
pp. 231-249
Author(s):  
Evans Asante Boadi ◽  
Zheng He ◽  
Eric Kofi Boadi ◽  
Josephine Bosompem ◽  
Philip Avornyo
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Banking Sector ◽  
Work Motivation ◽  
Content Type ◽  
Time Lagged ◽  
Corporate Social

Purpose The purpose of this paper is to draw on affect social exchange theory and related literature to develop and test a research model linking employees’ perception of corporate social responsibility (CSR) to their outcomes [performance and organisational pride (ORP)] with moderating variables: perceived work motivation patterns (autonomous and controlled motivation) to sustain firm’s operations through their employees. Design/methodology/approach The authors used Ghana as a case for this study due to recent turbulences in the banking sector of Ghana. A sample data of 244 subordinate/supervisor dyads from rural and community banks was collected with a time-lagged technique and analysed through a structural equation modelling for this study. Findings These employee’s perceptions of CSR positively related to their performance and ORP. Autonomous motivated employees had a stronger positive moderated impact on perceived CSR-Performance link whereas controlled motivated employees recorded a stronger impact on perceived CSR-ORP link. Practical implications Based on these results, managers and human resource (HR) professionals can aim at acquiring favourable employees’ perception of their firms’ CSR initiatives. In that, it can help firms to remain in business particularly in difficult times. Also, autonomous and controlled motivators may seem inversely related, however, they are not contradictory to each other. Both can coexist within a firm and it is crucial that HR professionals and managers endeavour to balance them discreetly to attain organisational goals. Originality/value Despite the growing interest in CSR across continents, CSR outcomes on employees among small and medium scale firms especially in Africa has fairly been toned-down by respective management of firms, governments and researchers.

scholarly journals Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business

2017 ◽  
Vol 7 (3) ◽  
pp. 38 ◽  
Author(s):  
Gonzalo Maldonado-Guzman ◽  
Sandra Yesenia Pinzón-Castro ◽  
Cid Leana-Morales
Keyword(s):  
Corporate Social Responsibility ◽  
Small Business ◽  
Social Responsibility ◽  
Brand Image ◽  
Research Paper ◽  
Medium Size ◽  
Firm Reputation ◽  
Marketing Literature ◽  
Corporate Social ◽  
Empirical Investigations

Several investigations are commonly found in marketing literature but there are relatively few theoretical and empirical researches that associate marketing with corporate social responsibility (CSR). There are even less empirical investigations that relate these two important constructs with firm reputation of enterprises aimed to small and medium-size enterprises (SMEs) which shows a clear void in literature regarding the existing relation between CSR activities, brand image of products or services created by enterprises and their firm reputation. For this reason, the main objective of this research paper is the analysis of the existing relation between CSR activities, firm reputation and brand image of products or services of SMEs by using a sample of 308 enterprises from Aguascalientes State. The results obtained show that CSR activities have positive and significant effects in both the firm reputation and brand image of products or services created by SMEs.

Information Disclosure, Social Responsibility, Trust, and Attitude Affect Loyalty to Housing Agents

2016 ◽  
Vol 44 (5) ◽  
pp. 717-726 ◽  
Author(s):  
Chun-Chang Lee ◽  
Yun-Ling Wu ◽  
Wen-Hsin Huang ◽  
Yu-Chen Lee ◽  
Pei-Ru Chen ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation Model ◽  
Information Disclosure ◽  
Structural Equation ◽  
Equation Model ◽  
Structural Relationships ◽  
Indirect Impact ◽  
Corporate Social ◽  
The Impact

We applied a linear structural equation model to explore the impact of information disclosure, social responsibility, trust, and attitude on consumers' loyalty to housing agents. Participants were 466 consumers and potential consumers of housing agency industry services, who completed a survey assessing the variables of interest. Results showed that information disclosure had a direct and significant impact on trust, and an indirect impact on trust through the mediator of corporate social responsibility (CSR), and that trust had an indirect and significant impact on loyalty through the mediator of attitude. The structural relationships among information disclosure, CSR, trust, and attitude should be acknowledged when discussing consumers' loyalty to housing agents.

scholarly journals EFEKTIVITAS PROGRAM CORPORATE SOCIAL RESPONSIBILITY PADA BANK SYARIAH MANDIRI DI KOTA AMBON

TAHKIM ◽  
2018 ◽  
Vol 14 (1) ◽  
Author(s):  
Maratun Shalihah ◽  
Mahwa Soraya Tuasikal
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Image ◽  
Brand Reputation ◽  
Public Company ◽  
Corporate Social

Bank Syariah Mandiri in Ambon City as part of a public company has social responsibility through the implementation of Corporate Social Responsibility (CSR) to help the community. The implementation of the CSR program at BSM in Ambon City aims to create a brand image and brand reputation as well as to create innovation. Without leaving the view of Beyond compliance or compliance plus which is a sincere encouragement to help in the implementation of CSR, in general the form of CSR programs is philantropy. The effectiveness of the CSR program on BSM from effectiveness aspects (benefits) and relevance aspects (suitability) received positive appreciation from the community because this aspect was felt to be able to provide benefits to the communities in the company's operating area.

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