CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality [Book Review]
Journal of Business Ethics 100 (4):673 - 688 (2011)
Abstract |
This article examines the mediation effect of brand identification and the moderating effect of service quality (SQ) on the effects of corporate social responsibility (CSR) association on service brand performance. A survey of customers of mobile telecommunications services was conducted. The study finds, first, that both CSR and SQ have direct effects on brand identification and customer satisfaction and indirect effects on customer satisfaction (via brand identification) and on service brand loyalty (via customer satisfaction and via "brand identification/customer satisfaction"). Second, SQ enhances the effect of CSR on brand identification. This study contributes to the literature by incorporating three perspectives of service brand performance — CSR association, SQ, and brand identification - into one general framework that stresses (a) the mediating role of brand identification in predicting customer satisfaction and service brand loyalty; and (b) the interactive effect of CSR and SQ in predicting brand identification
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Keywords | service brand loyalty corporate associations CSR brand identification service quality customer satisfaction |
Categories | (categorize this paper) |
DOI | 10.1007/s10551-010-0703-y |
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References found in this work BETA
A Stakeholder Approach to Corporate Social Responsibility: A Fresh Perspective Into Theory and Practice.Dima Jamali - 2008 - Journal of Business Ethics 82 (1):213-231.
Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives.C. B. Bhattacharya, Daniel Korschun & Sankar Sen - 2009 - Journal of Business Ethics 85 (S2):257-272.
The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior.Longinos Marin, Salvador Ruiz & Alicia Rubio - 2009 - Journal of Business Ethics 84 (1):65-78.
“I Need You Too!” Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility.Longinos Marin & Salvador Ruiz - 2007 - Journal of Business Ethics 71 (3):245-260.
Corporate Social Responsibility: Assessing the Economic Approach.Duane Windsor - 2006 - Proceedings of the International Association for Business and Society 17:180-185.
View all 6 references / Add more references
Citations of this work BETA
Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. [REVIEW]Yuan-Shuh Lii & Monle Lee - 2012 - Journal of Business Ethics 105 (1):69-81.
Empowering Employee Sustainability: Perceived Organizational Support Toward the Environment.Cynthia E. King, Jennifer Tosti-Kharas & Eric Lamm - 2015 - Journal of Business Ethics 128 (1):207-220.
Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity.Vicenta Sierra, Oriol Iglesias, Stefan Markovic & Jatinder Jit Singh - 2017 - Journal of Business Ethics 144 (3):661-676.
Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits.Oriol Iglesias, Stefan Markovic, Jatinder Jit Singh & Vicenta Sierra - 2019 - Journal of Business Ethics 154 (2):441-459.
How Does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality.Stefan Markovic, Oriol Iglesias, Jatinder Jit Singh & Vicenta Sierra - 2018 - Journal of Business Ethics 148 (4):721-740.
View all 16 citations / Add more citations
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