تأثیر مسئولیت اجتماعی شرکت بر اعتماد به برند و ترجیح برند با نقش میانجی کیفیت ادراک‌شده و ارزش برند

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه شیراز

چکیده

چکیده     مسئولیت اجتماعی شرکت‌ها یکی از موضوع‏های حساس و عنصری مهم و حیاتی در ارتباطات میان شرکت‏ها و ذی‌نفعان آن‌ها در سال‏های اخیر بوده است. مصرف‏کنندگان در سطح جامعه نسبت به گذشته آگاهی بیشتری در مورد مسئولیت اجتماعی شرکت‌ها پیدا کرده‌اند و در‌خصوص فعالیت‏ها و برنامه‏های مرتبط با آن، توجه و حساسیت بیشتری دارند. این پژوهش با هدف بررسی تأثیر مسئولیت اجتماعی شرکت بر ادراک و ترجیح برند توسط مصرف‏کنندگان در شهر شیراز انجام شد. گردآوری داده‌ها از طریق توزیع 220 پرسشنامه در میان مشتریان «بانک ملت» و با روش نمونه‏گیری خوشه‏ای صورت گرفت و داده‏های مربوط به نوع ادراک مشتریان از برند و مسئولیت اجتماعی «بانک ملت» جمع‏آوری شد. بررسی روابط میان متغیرها از طریق مدل‏سازی معادلات ساختاری و با کمک نرم‏افزار لیزرال صورت گرفت. نتایج پژوهش نشان می‌دهد، مسئولیت اجتماعی «بانک ملت» بر کیفیت ادراک‌شده، ارزش برند، اعتماد به برند و ترجیح برند «بانک ملت» تأثیرگذار است؛ همچنین کیفیت ادراک‌شده و ارزش برند «بانک ملت» به‌واسطه اعتماد به برند بر ترجیح برند «بانک ملت» تأثیر می‏گذارد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of corporate social responsibility on brand trust and brand preference with the mediating role of perceived quality and brand value.

مراجع

  1. Aras, G., & Crowther D. (2008). Governance and sustainability, an investigation into the relationship between corporate, governance and corporate sustainability. Journal of Management Decision, 46(3), 433-448.
  2. Bearden, W. O., & Netemeyer, R. G. (1999). Handbook of marketing scales. Thousand Oaks, Sage Publications.
  3. Bhattacharya, C., & Sen, S. (2004). Doing better at doing good, when, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24.
  4. Bhattacharyya, S. S. (2010). Exploring the concept of strategic corporate social responsibility for an integrated perspective. European Business Review, 22(1), 82-101.
  5. Chiou, J. S., & Shen, C. C. (2006). The effects of satisfaction, opportunism, and asset specificity on consumers’ loyalty intention toward internet portal sites. International Journal Service Industry Management, 17(1), 7-22.
  6. Chomvilailuk, R., & Butcher, K. (2010). Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, 22(3), 397-418.
  7. Clarkson, M. B. E. (1995). A stakeholder framework for analyzing and evaluating corporate social performance. Academy of Management Review, 20(1), 92-117.
  8. Ebrahimi, A., Khalifeh, M., Samizadeh, M. (2013). Consideration of psychological processes effects of brand identity and brand identification on brand loyalty. Journal of business management perspective, 12, 189-208. (In Persian)
  9. Ebrahimi, A., Khalifeh, M., Samizadeh, M., & Hosseini, M. (2013). The effect of sales promotion mix and Customer Relationship Management on brand loyalty. Journal of business management, 5(3), 1-18. (In Persian).
  10. Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of Marketing, 70(1), 34-49.
  11. Folkes, V. S., & Kamins, M. A. (1999). Effects of information about firms’ ethical and unethical actions on consumers’ attitudes. Journal of Consumer Psychology, 8(3), 243-259.
  12. Harris L. C., & Goode, M. H. (2004). The four levels of loyalty and the pivotal role of trust, a study of online service dynamics. J Retailing, 80(2), 139–158.
  13. Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21(1), 78-89.
  14. Holcomb, J. L., Upchurch, R. S., & Okumus, F. (2007). Corporate social responsibility: what are top hotel companies reporting? International Journal of Contemporary Hospitality Management, 19(6), 461-475.
  15. Hopkins, M. (2007). Corporate social responsibility & international development. London, Earthscan.
  16. Jazani, N., Barati, A., & Parsamehr, V. (2015). The impact of social responsibility on internal brand symphony of organization. Journal of business management perspective, 20. (In Persian).
  17. Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance, the mediating effect of industrial brand equity and corporate reputation. Journal of Business Ethics, 95(3), 457-469.
  18. Liu, J., & Smeesters, D. (2010). Have you seen the news today? The effect of death-related media contexts on brand preferences. Journal of Marketing Research, 47(2), 251-262.
  19. Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18.
  20. Mohammadi, A., & Khalifeh, M. (2015). Modeling the innovation orientation and market orientation of banks electronic services using hybrid model of FAHP, FTOPSIS and possibility theory. Journal of Information Technology Management, 7(2), 451-472. (In Persian).
  21. Mohr, L., & Webb, D. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147.
  22. Pedersen, E. R. (2010). Modeling CSR, how managers understand the responsibilities of business towards society. Journal of Business Ethics, 91(2), 155-166.
  23. Polonsky, M. J., & Jevons, C. (2006). Understanding issue complexity when building a socially responsible brand, Journal of European Business Review, 18(5), 340-349.
  24. Rahahleh, M. Y., Shariari, J. A. (2008). The extent of social responsibility accounting application in the qualified industrial zones in Jordan. Journal of International Management Review, 4(2), 5-1.
  25. Rezaei Klidbari, H. R., Davari, A., Pournaserani, A., & Mohammadi Almani, A. (2013). Impact of corporate social responsibility on intellectual capital improvement (case study: units in the industrial city of Rasht). Journal of Public Administration Perspective, 15, 119-138. (In Persian).
  26. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
  27. Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships, a field experiment. Journal of the Academy of Marketing Science, 34(2), 158-166.
  28. Seyed Javadin, S. R., Amini, A. R., & Amini, Z. (2010). Evaluation the effect of brand on industrial customer loyalty. Journal of business management, 9(3), 57-73. (In Persian).
  29. Singh, J., Sanchez, M., & Del Bosque, I. (2008). Understanding corporate social responsibility and product perceptions in consumer market, a cross-culture evolution. Journal of Business Ethics, 80(3), 597-611.
  30. Sweeney J. C., & Soutar, G. N. (2001). Consumer perceived value, the development of a multiple item scale. J Retailing, 77(2), 203–20.
  31. Tingchi Liu, Matthew; Wong, Ipkin Anthony; Shi, Guicheng; Chu, Rongwei & Brock, James L. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference, Journal of Services Marketing, 28/3, 81–194.
  32. Torres, A., Bijmolt, T., Tribo, J., & Verhoef, P. (2012). Generating global brand equity through corporate social responsibility to key stakeholders. International Journal of Research in Marketing, 29(1), 13-24.
  33. Turker, D. (2009). Measuring corporate social responsibility: a scale development study. Journal of Business Ethics, 85(4), 411-427.
  34. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 12 خرداد 1395
  • تاریخ بازنگری: 03 خرداد 1404
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار