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.

مراجع

  1. Aaker, D.A. (1996). Building Strong Brands. Free Press, New York, NY.
  2. Ahmadi, F., & Tavreh, N. (2011). The Relationship between Corporate Reputation and Customer Citizenship Behaviors. Interdisciplinary Journal Of Contemporary Research Business, 3(3), 235-241.
  3. Aitken, L. (2006). Green works. Campaign (UK), 28, 26-27.
  4. Bagozzi, R.P., & Yi, Y. (1988). On The Evaluation Of Structural Equation Models. Journal Of the Academy Of Marketing Science, 16, 74-94.
  5. Bhattacharya, C.B., & 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.
  6. Bhattacharya, C.B., Rao, H., & Glynn, M.A. (1995). Understanding The Bond Of Identification: An Investigation of Its Correlates Among Art Museum Members. Journal Of Marketing, 59(4), 46–57.
  7. Chahal, H., & Bala, M. (2010). Confirmatory Study On Brand Equity And Brand Loyalty: A Special Look At the Impact Of Attitudinal And Behavioral Loyalty. The Journal of Business Perspective, 14, 1-12.
  8. Chahal, H., & Bala, M. (2012). Significant Components Of Service Brand Equity In Healthcare Sector. International Journal Of Health Care Quality Assurance, 25(4), 343–362.
  9. Crane, A., Matten, D., & Spence, L.J. (2008b). "Corporate Social Responsibility: In A Global Context", In Crane, A., Matten, D., & Spence, L.J. (Eds), Corporate Social Responsibility. Readings and Cases In A Global Context, Routledge, New York, NY, 3-20.
  10. Crane, A., McWilliams, A., Matten, D., Moon, J., & Siegel, D.S. (2008c). "The Corporate Social Responsibility Agenda", In Crane, A., McWilliams, A., Matten, D., Moon, J. And Siegel, D.S. (Eds), The Oxford Handbook Of Corporate Social Responsibility, Oxford University Press, New York, NY, 3-15.
  11. Cronbach, L.J. (1951). Coefficient Alpha and the Internal Structure Of Tests. Psychometrika, 16, 297- 334.
  12. Davis, D.F., Golicic, S.L., & Marquardt, A.J. (2008). Branding A B2B Service: Does A Brand Differentiate A Logistics Service Provider?. Industrial Marketing Management, 37(2), 218–227.
  13. Ellen, P., Webb, D.J., & Mohr, L.A. (2006). Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs. Academy Of Marketing Science, 34(2), 147-157.
  14. Fetscherin, M., & Usunier, J.C. (2012). Corporate Branding: An Interdisciplinary Literature Review. European Journal of Marketing, 46 (5), 1–36.
  15. Fornell, C., & Larcker, D. (1981). Evaluating Structural Equation Models With Unobservable Variables And Measurement Error. Journal Of Marketing Research, 18, 39-50.
  16. Garcia de los Salmones, M.M., & Rodriguez del Bosque, I. (2011). Corporate Social Responsibility and Loyalty In Services Sector. EsicMarket, 138, 199-221.
  17. Gil-Saura, I., Frasquet-Deltoro, M., & Cervera-Taulet, A. (2009). The Value of B2B Relationships. Industrial Management & Data Systems, 109 (5), 593-609.
  18. Helm, S. (2007). One Reputation or Many? Comparing Stakeholders’ Perceptions of Corporate Reputation. Corporate Communications: An International Journal, 12 (3), 238-254.
  19. Higgins, J.A. (2006). Brand Equity & College Athletics: Investigating The Effects Of Brand Uncertainty Situations On Consumer-Based Brand Equity (Doctoral dissertation). Retrieved from ProQuest Dissertations and Theses Database. (UMI No. AAT 3226349).
  20. Hsu, K.T. (2011). The Advertising Effects of Corporate Social Responsibility On Corporate Reputation And Brand Equity: Evidence From The Life Insurance Industry In Taiwan. Journal of Business Ethics. Retrieved from http://link.springer.com/content/pdf/10.1007%2Fs10551-011-1118-0
  21. Jayawardhen, C., Leo, P. Y., & Philip, J. (1997). Service Encounter Quality Dimension, A Dyadic Perspective: Measuring The Service Encounter As Perceived By Customers And Personnel. International Journal of Service Industry Management, 8(1), 65-8.
  22. Jones, R. (2005). Finding Sources of Brand Value: Developing a Stakeholder Model of Brand Equity. Brand Management, 13(1), 10–32.
  23. Kaynak, E., Salman, G.G., & Tatoglu, E. (2008). An Integrative Framework Linking Brand Associations and Brand Loyalty in Professional Sports. Journal of Brand Management, 15, 336–357.
  24. Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1), 1–22.
  25. Keller, K.L. (1998). Strategic Brand Management: Building, Measuring And Managing Brand Equity, (First Edition), Prentice Hall, Upper Saddle River, New Jersey, pp. 42-53.
  26. Khanyapuss, P., Alan, W., & Heiner, E. (2009). Internal Branding To Influence Employees’ Brand Promise Delivery: A Case Study in Thailand. Journal of Service Management, 20 (5), 561-579.
  27. Kuenzel, S., & Halliday, S.V. (2010). The Chain of Effects from Reputation And Brand Personality Congruence To Brand Loyalty: The Role Of Brand Identification. Journal of Targeting, Measurement And Analysis For Marketing, 18, 167-176.
  28. 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, 457–469.
  29. Lantos, G.P. (2001). The Boundaries Of Strategic Corporate Social Responsibility. The Journal Of Consumer Marketing, 18 (7), 595-630.
  30. Lindgreen, A., Xu, Y., Maon, F., & Wilcock, J. (2012). Corporate Social Responsibility Brand Leadership: A Multiple Case Study. European Journal of Marketing, 46 (7), 6–6.
  31. Luo, X., & Bhattacharya, C.B. (2006). Corporate Social Responsibility, Customer Satisfaction and Market Value. Journal of Marketing, 70 (4), 1-18.
  32. Maignan, I., Ferrell, O.C., & Ferrell, L. (2005). A Stakeholder Model For Implementing Social Responsibility In Marketing. European Journal of Marketing, 39 (9), 956-77.
  33. Melillo, W., & Miller, S. (2006). Companies Find It's Not Easy Marketing Green. Brand Week, 47, 8.
  34. Omar, M.W., & MohdAli, N.M. (2010). Managing Brand Equity among Langkawi’s (SMEs) Independent Hoteliers. International Journal of Marketing Studies, 2 (1), 147-154.
  35. Porter, M.E., & Kramer, M.R. (2006). Strategy and Society: The Link between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, 84 (12), 78–92.
  36. Rundle-Thiele, S., Ball, K., & Gillespie, M. (2008). Raising The Bar: From Corporate Social Responsibility To Corporate Social Performance. Journal Of Consumer Marketing, 25 (4), 245–253.
  37. Rundle-Thiele, S., Paladino, A., & Apostol, S.A.G.Jr. (2008). Lessons Learned From Renewable Electricity Marketing Attempts: A Case Study. Business Horizon, 51, 181-190.
  38. Sanzo, M. (2007). The Effect Of A Buyer’s Market Orientation On Attitudinal Loyalty Toward A Supplier: Is Dependence A Moderator?. Supply Chain Management: An International Journal, 12 (4), 267-283.
  39. Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27 (9), 19-35.
  40. Singh, J., Garcia de los Salmones Sanchez, M.M., & Rodriguez del Bosque, I. (2008). Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation. Journal of Business Ethics, 80, 597–611.
  41. Taylor, S.A., Celuch, H., & Goodwin, S. (2004). The Importance of Brand Equity to Customer Loyalty. Journal of Product & Brand Management, 13 (4), 217-227.
  42. Trapp, N.L. (2010). The Persuasive Strength of Values, Reputation, and Interest Arguments for Promoting Ethical Behavior in A Global Corporate Setting. Corporate Communications: An International Journal, 15, 156 – 168.
  43. Vitezic, N. (2011). Corporate Reputation and Social Responsibility: An Analysis of Large Companies in Croatia. The International Business & Economics Research Journal, 10 (8), 85-95.
  44. Weiwei, T. (2007). Impact of Corporate Image and Corporate Reputation on Customer Loyalty: A Review. Management Science and Engineering, 1 (2), 57-62.
  45. Wood, L. (2000). Brands and Brand Equity: Definition and Management. Management Decision, 38(9), 662-669.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 12 مهر 1394
  • تاریخ بازنگری: 17 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار