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

Document Type : مروری

Abstract

 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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History

  • Receive Date: 04 October 2015
  • Revise Date: 15 November 2024
  • Accept Date: 31 December 2020

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