تأثیر مسئولیت اجتماعی بشردوستانه بر وفاداری با میانجی‌گری ارزش ویژه برند و شهرت شرکت

نوع مقاله : مروری

نویسندگان

دانشگاه شهید بهشتی

چکیده

     امروزه، شرکت­های صنعتی با توجه به بحران­ها و پیچیدگی­ های بازار، به دنبال کسب توسعه پایدار هستند. در همین راستا، بسیاری از پژوهشگران مسئولیت اجتماعی و توسعه پایدار را هم‌راستا و موازی با هم دانسته و مسئولیت اجتماعی به­ عنوان لازمه­ ی برندسازی پایدار و سازگار معرفی شده است. لذا، این پژوهش، اثر مسئولیت اجتماعی بشردوستانه بر وفاداری خریداران صنعتی با میانجی­گری شهرت و ارزش ویژه برند را در شرکت­های مواد غذایی فعال در شهرک‌های صنعتی تهران، بررسی می­ نماید؛ که از طریق نمونه ­گیری غیراحتمالی آسان داده ­ها (مدیران خرید 92 شرکت) جمع ­آوری شده­اند. در این پژوهش، از روش حداقل مربعات جزئی به کمک نرم­ افزار Smart-Pls 2 استفاده. نتایج نشان می‌دهند، مسئولیت اجتماعی بشردوستانه شرکت با شهرت شرکت (731/0= β، 456/14t=) و ارزش ویژه برند (548/0=β، 536/5t=) اثر معنادار دارد، همچنین، شهرت ­شرکت بر ارزش­ ویژه برند (33/0= β، 189/3= t) و وفاداری (364/0=β، 496/2t=) اثر معنادار دارد؛ و ارزش ویژه برند به وفاداری (464/0=β، 572/3t=) اثر معنادار دارد. همچنین، با تعیین اثر کل، مسئولیت اجتماعی بیش‌ترین اثر (632/0) و ارزش ویژه برند شرکتی کمترین اثر (464/0) را بر وفاداری دارند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Philanthropy Corporate Social Responsibility on Loyalty by Mediating Corporate Brand Equity and Corporate Reputation

چکیده [English]

 Sayyed Mahmoud Hosseini*, Morteza Rezaee**, Vahid Hossein Abadi***[1] Abstract      Today, industrial companies are seeking sustainable development as for market complexity. Hence, many researchers knew social responsibility and sustainable development parallel and aligned and they introduce social responsibility foundational for sustainable and Consistent branding. So, this study examines the relationship and the effects of philanthropy corporate social responsibility on loyalty with mediating corporate brand equity and corporate reputation at active food companies in the industrial towns of Tehran. That, data have gathered by easy nonprofit sampling (from purchasing managers of 92 companies). In this study used partial least squared (PLS) method by Smart pls2 software. The results show, philanthropy corporate social responsibility has a significant effect with corporate reputation (β= 0.731, t= 14.456) and with corporate brand equity (β= 0.548, t= 5.536). Also, corporate reputation has a significant effect on corporate brand equity (β= 0.330, t= 3.189) and loyalty (β= 0.364, t= 2.498); and also, corporate brand equity and loyalty (β= 0.464, t= 3.572). Also, with the determination of total effect was recognized that social responsibility has most total effect (0.632) and corporate brand equity has lowest total effect (0.464) on industrial buyers' loyalty. Keywords: Philanthropy Corporate Social Responsibility (PCSR); Corporate Brand Equity (CBE); Corporate Reputation (CR); Industrial Buyers' Loyalty (IBL).* Assistant Professor, Shahid Beheshti University. ** MBA, Shahid Beheshti University (Corresponding Author).E-mail: Mr_1332@yahoo.com*** MBA, Shahid Beheshti University.

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  • تاریخ دریافت: 12 مهر 1394
  • تاریخ بازنگری:
  • تاریخ پذیرش: 11 دی 1399

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