CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty

Purpose: This study aims to examine the impact of Corporate Social Responsibility (CSR) image on customer satisfaction in the context of the banking sector of Pakistan. Further, the intervening role of customer trust and customer loyalty in the relationship between CSR image and customer satisfaction is also examined. Design/Methodology/Approach: Present research is quantitative in nature and collects the data through structured questionnaires. By employing the Smart PLS technique to test the proposed hypothesis. Findings: This study reveals the following salient findings: 1) the response of CSR image to customer satisfaction is positive (p<0.01); 2) customer trust and customer loyalty both significantly mediates the impact of CSR image on customer satisfaction. Implications/Originality/Value: Based on novel findings, the current study will help the organizations to realize the significance of CSR practices to enhance the customers’ satisfaction level.

Can donations be too little or too much?

Purpose Charities depend on giving behaviors of organizations to fulfil their purpose, whereas corporations seek to improve their image in return. Accordingly, the purpose of this research is to investigate optimal donation thresholds for organizations to enhance their corporate social responsibility (CSR) image. Design/methodology/approach Experiment 1 (N = 482) tests whether CSR image improves with donation amount up to the point at which it becomes excessive (H1) and whether this point differs between firms in a positive versus negative economic situation (H2). Experiment 2 (N = 432) examines the role of consumer attribution of firm motives through mediation of these effects (H3), while also exploring consumer donation expectations by testing an “undefined” amount. Experiment 3 (N = 400) validates the role of attributions through the moderating effect of motives. Findings The experiments demonstrate an optimal interval between inferior and superior donation amounts that maximize the impact of corporate giving on CSR image through the attribution of society-serving motives. Furthermore, the economic situation of the company alters these thresholds – higher donations are required to positively influence the CSR image when the company is in a favorable situation. Research limitations/implications This research answers a long-term call to provide more reliable tools on which to base charitable giving decisions. It also identifies perceived donating motives as the psychological process underlying consumers’ response to donation magnitudes. Practical implications The authors determine psychological donation thresholds by examining amounts perceived as insignificant in comparison to excessive and provide managers with an easy-to-implement method to determine optimal donation amounts from their target market. Originality/value By examining charitable giving at the micro-level, this research provides practical advice to companies on how to determine, ahead of time, how much to donate and what exactly to communicate in which economic situation.

CSR Image Construction of Chinese Construction Enterprises in Africa Based on Data Mining and Corpus Analysis

Since there is negative coverage of some western media on the business activities of Chinese overseas enterprises, which has adverse impact on the image of Chinese enterprises and even the national image of China, this study aims to detect the corporate social responsibility image (hereafter CSR image) of Chinese construction enterprises in Africa (hereafter CCEA) through analyzing the coverage of Financial Times (hereafter FT) from the UK and The Wall Street Journal (hereafter WSJ) from the US and dig up the motives behind their coverage. Octopus is first applied to mine and collect the reports data on CCEA from 2011 to 2019 by the two media. Two small corpora including the reports are then built. NVivo is next used to do the statistical analysis and clustering analysis of the keywords in two corpora as a whole and AntConc is finally utilized to do the statistics of high-frequency evaluative adjectives and nouns modified by evaluative adjectives as well as the concordance of the low-frequency words but closely relevant to corporate social responsibility (hereafter CSR) in two corpora, respectively. The results of the detailed analyses of the keywords are combined to unveil the CSR image of CCEA, which is followed by a discussion about the motives behind the coverage and finally some suggestions are put forward to improve the CSR image of CCEA. Theoretically, the present study promotes the interaction among data science, management, communications, and linguistics; practically it offers some advice to CCEA to elevate their CSR image.

Does Fashionization Impede Luxury Brands’ CSR Image?

To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands’ Corporate Social Responsibility (CSR) image? This article investigates this question building on the ephemerality–scarcity dual-route model. Findings from a first experiment involving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality (negative route) and scarcity (positive route), with opposing resulting effects on the brand’s CSR image. Extending these results to a real-life luxury setting, findings from a second experiment show that the influence of fashionization on the brand’s CSR image is only mediated by the positive scarcity route. This study provides a number of noteworthy theoretical insights and relevant managerial implications for luxury managers involved in CSR communication.

Strategi Promosi Melalui Media Sosial Instagram Guna Menarik Generasi Milenial untuk Memilih Produk Tabungan Pada PT Bank Pembangunan Daerah Kalimantan Selatan Cabang Paringin

Tujuan dari penelitian ini adalah untuk mengetahui strategi promosi melalui media sosial Instagram yang selama ini dilakukan Bank Pembangunan Daerah Kalimantan Selatan Cabang Paringin. Mengetahui strategi promosi melalui media sosial Instagram yang dapat dilakukan guna menarik generasi milenial untuk memilih produk Tabungan pada PT Bank Pembangunan Daerah Kalimantan Selatan Cabang Paringin.Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif dengan teknik pengumpulan data yaitu observasi dan wawancara. Teknik analisis data yang digunakan adalah data non statistic, dimana dalam penelitian ini tidak menggunakan rumus statistic dan untuk menganalisis data yang sudah dikumpulkan digunakan pendekatan library approach.Permasalahan yang dihadapi PT Bank Pembangunan Daerah Kalimantan Selatan Cabang Paringin adalah tidak maksimalnya promosi melalui media sosial Instagram. Untuk mengatasi permasalahan yang dihadapi PT Bank Pembangunan Daerah Kalimantan Selatan Cabang Paringin sebaiknya memaksimalkan promosi melalui media sosial Instagram agar lebih mudah mendekati segmentasi milenial yang melek akan teknologi dengan langkah-langkah sebagai berikut : (1) Update Image, (2) Membangun Kepopuleran Akun, (3) Add Follower, (4) Comment, (5) Share Fitur, (6) Local Ads Fitur/Endorse, (7) Instagram Ads, (8) Like Give, (9) Auto Schedule Post, (10) CSR Image, (11) Hasgtag(#) + arroba (@).

COMPANY CREDIBILITY: A TOOL TO TRIGGER POSITIVE CSR IMAGE IN THE CAUSE-BRAND ALLIANCE CONTEXT IN INDONESIA

Purpose of study: This research aims to analyze the mediating effect of corporate social responsibility (CSR) image in the effect of company credibility dimensions (trustworthiness and expertise) on participation intention, in the cause–brand alliance (CBA) context. Methodology: The sample design which is used is purposive sampling with the sample criteria as the stakeholders of the University of Lampung, Indonesia. Data were collected by direct interview. Multiple regression analysis is used to test the hypotheses with 160 university’s stakeholders, using purposive sampling. Result: The results show that trustworthiness and expertise have a directly positive significant effect on CSR image. However, expertise statistically has a greater positive significant effect on consumer participation intention toward the CBA than trustworthiness. This finding is contrary to the contrast-effect theoretical framework (Dean, 2003) and balance theory (Heider, 1958). Newly finding is that CSR image considered a mediating role in the effect of trustworthiness and expertise credibility on participation intention. Implications: This implies that in the context of CBA, the company’s trustworthiness and expertise can be a more useful tool to trigger the positive CSR image in encouraging the stakeholders’ perception to buy the products and services or brand of the company implementing CSR, because CBA practices are considered as a genuine social cause, not as a promotion tool. Novelty/Originality of this study: In this study, the collected data uses the cross-sectional design and the CBA context uses CBA practices implemented by agriculture, education service, beverage industry, and a bank stated-owned enterprise.

The role of environmental CSR practices on the formation of behavioral intentions in a certified hotel context

Purpose This study aims to explore the relationships among green practices, environmental corporate social responsibility (CSR) image, customers’ trust and their behavioral intentions in a certified hotel context and examine the moderating effect of customers’ involvement in the buying process. Design/methodology/approach A survey was used to collect data from Spanish hotel customers. A structural equation model was developed to assess the research hypotheses. Findings Consumers’ trust on environmentally certified hotels has a direct effect on their behavioral intentions. Environmental CSR image has a direct effect on consumers’ trust on environmentally certified hotels, but it does not exert significant influence on consumers’ behavioral intentions. Additionally, the results support a positive and significant influence of consumers’ perceptions of green practices on the environmental CSR image of hotels. Finally, there is not a moderating effect of consumers’ involvement on the effects of green practices on CSR environmental image and of this variable on behavioral intentions. Research limitations/implications To cross validate the results of this study, it is recommended that the formation of behavioral intentions in various types of environmentally certified hotel settings be investigated in future research. Practical implications Hospitality managers should design strategies to raise the perception of the green-related features of environmentally certified companies. Originality/value No prior study investigates the relationship between green practices, customers’ trust, their degree of involvement in the buying process and their behavioral intentions in relation to companies’ environmental CSR image in the hotel sector.

The perception of corporate social responsibility of the city of Porto

Purpose The purpose of this paper is to assess the perception of the city of Porto as a destination engaged with social responsibility practices. The authors intend to analyse if the national and international tourists know the social responsibility practices of the city and if they associate them to the domains of community, environment and customer presented by Öberseder et al. (2014) and the type of CSR image that is presented (Dean, 2002; Lichtenstein et al., 2004; Menon and Kahn, 2003). Design/methodology/approach The authors used a survey to assess the perception of the tourist regarding the social responsibility practices of the city of Porto. The authors applied a factorial analysis and a logistic regression. Findings The tourists showed an adequate knowledge regarding the social responsibility practices carried out by the city. The respondents separated the dimensions of perceptions of CSR and revealed that they influence the (re)visit and further recommendation of the city. More specifically, the authors also verified that the CSR image and community, environment and customer domains play an important role in the knowledge of the social responsibility practices engaged by the city of Porto. Originality/value It is the first time that the scales of Öberseder et al. (2014) and Dean (2002), Lichtenstein et al. (2004) and Menon and Kahn (2003) were applied in the tourism context. Furthermore, considering that the city of Porto presents a high level of growth in tourism related activities, it is important to study the impact of CSR in the development of a sustainable tourism and its impact on the (re)visit and recommendation.

Effects of corporate social responsibility activities for refugees

Purpose When in the Summer of 2015 unprecedented numbers of refugees traveled through Austria, not only public and governmental authorities were challenged to provide support, but also the business sector. Various companies responded to the challenge by organizing relief actions, among them Austrian Federal Railways (OEBB). The purpose of this paper is to analyze the effects of this initiative on stakeholder perceptions and behavior. Design/methodology/approach The case of OEBB served as the research context. Data were collected by means of an online survey in May of 2016, about eight months after the initiative. Findings Almost half of the participants mentioned OEBB’s activities for refugees in an unaided recall task. Unaided corporate social responsibility (CSR) awareness is related to people’s issue involvement and reminiscence of specific activities and communication measures. People unaidedly recalling the initiative expressed a significantly better CSR image and identification with the company; they also expressed a stronger intention to speak positively (positive word of mouth) about the company’s CSR activities. CSR image and attitude toward the initiative mediates this effect. Research limitations/implications The study stresses the importance of CSR awareness and communication. The non-representative sample does not allow general inferences. Originality/value This research uses an actual case to test the effectiveness of CSR activities and communication in the context of a highly critical situation, and sheds light on the mediating processes that drive the effects. The study extends existing knowledge from experimental studies.