Purpose – This paper aims to investigate how corporate social responsibility (CSR) performance (i.e. to the environment, society and stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality on the relationship between CSR performance and brand preference is also studied. Design/methodology/approach – In 2011, 243 valid responses to questionnaire surveys were collected from a convenience sample in China. Regression analyses were used to test the hypotheses. Findings – Customers’ brand preference can be enhanced by CSR performance. Performance in each of the three CSR domains (i.e. environment, society and stakeholders) positively impacts brand preference, although to different degrees. The impact of CSR on stakeholders has the strongest influence on Chinese customers’ brand preference among the three CSR domains. Perceived brand quality was found to be a mediator of the relationship between CSR performance and brand preference. Research limitations/implications – This research studies the relationship between CSR performance and brand preference. Results show CSR performance is not the strongest predictor of branding outcomes, its explanatory power is comparatively weaker than that of perceived brand quality. Additionally, we found a mediating effect of perceived brand quality on the relationship between CSR performance and brand preference. Practical implications – Brands can be more attractive to Chinese consumers when brands take appropriate investments in CSR activities. A socially responsible brand is not guaranteed to yield a competitive advantage. Instead a competitive advantage will more likely result through the employment of the appropriate CSR strategies, with a focus on stakeholders’ interests. Originality/value – The current research contributes to the literature by finding that not all CSR activities are equally effective. Customers in emerging markets still appear to be focused more on the quality of brands and, to some extent, stakeholder CSR practice, as these provide direct benefits to customers. Findings of this study also support the notion that Chinese consumers are beginning to use CSR information to evaluate brands.

Purpose -The purpose of this paper is to investigate how perceived benefits, perceived risk, and trust influence Chinese consumers' online group buying organized by institutional initiators. Design/methodology/approach -In total, 578 valid samples were collected via an online survey. Multiple regressions were used to test the research model. Findings -The results show that three perceived benefits (price benefit, convenience benefit, and recreational benefit) and three factors that together represent trust of the initiator (perceived reputation, structural assurance, and website trustworthiness) significantly positively influence consumers' attitudes toward online group buying. Originality/value -This study is the first one to specifically focus on how perceived benefits and perceived risks influence consumers' attitudes toward online group buying.

PurposeThis study seeks to investigate the relationship among attractiveness of female athlete endorsers, product/service match‐up, and consumers' purchase intention within the context of China.Design/methodology/approachA 3×2×2 between‐subject experimental design enabled a 12‐scenario study depicting a purchase experience manipulated by endorser attractiveness levels (high/middle/low), endorser‐product match‐up (high/low), and two different product types (to prevent single‐product bias). Differences between female and male samples are also compared.FindingsIn terms of the generation of purchase intent, there is no difference between a middle attractive female athlete endorser and a low‐attractive one when both are in a low match‐up condition. While the use of middle attractive female athlete endorsers works only in a high match‐up condition with female consumers, it is certain that high attractiveness always works better than low attractiveness. In total, the results suggest that female athlete endorsers' attractiveness affects Chinese consumers' purchase intention more than match‐up.Originality/valueThe results not only compare the relationships between attractiveness and match‐up, but also push traditional endorser theories one step farther by examining the concept of middle level attractiveness and by probing the effect of a middle‐attractive female endorser. The cultural influence of Chinese traditional philosophy, The Doctrine of the Mean, on Chinese consumers is discussed and considered. The influence of middle attractiveness endorsers on study subjects of different genders is also discussed.

This article studies and identifies factors that affect the redemption of reward points under customer loyalty programs commonly adapted by Chinese credit card issuers. This article also studies the customer awareness of reward-point programs for Chinese credit card users. Regression analysis based on over 400 telephone interviews in China was conducted. Furthermore, many examples from different countries are introduced to compare with Chinese consumers.Results from the study show low customer awareness about point-based reward programs and low redemption rates. Further study shows the strong correlation between lack of awareness about the reward-point program and the low level of interest among customers toward the program. Key factors that affect the redemption of reward points include the awareness of the reward-point program, the attractiveness of the incentives, duration of the credit card, and frequency of credit card usage.This article suggests that effective communication by credit card marketers and customers' experience with the benefits are essential to promote awareness of the point-based reward programs. This study on credit card reward programs in the banking industry focuses on the lower-middle-income segment in the developing market.

Purpose – The purpose of this paper is to investigate how perceived corporate social responsibility (CSR) initiatives influence internal customers’ preference and turnover intention. The mediating effect of brand preference on the relationship between CSR initiatives and turnover intention has also been studied. Design/methodology/approach – A survey was conducted and questionnaires were distributed to a sample in Macau in 2012. Out of these, 138 valid samples were collected among casinos’ mid- and senior-level employees having managerial positions (hereafter “managers”). Regression tests were performed in order to validate the hypotheses. Findings – Managers’ preference for the casino brand of their employer can be enhanced by perceptions associated with CSR initiatives. Two CSR initiatives (CSR to stakeholders and to society) significantly decrease managers’ turnover intentions, with the impact of CSR directed at stakeholders exerting a stronger influence. Brand preference is a significant mediator of perceptions associated with CSR initiatives and turnover intention. Originality/value – The current study tries to not only investigate how perceptions associated with CSR initiatives influence an internal customer's turnover intention but is also aimed at understanding how brand preference as a mediator influences turnover intention. Extending the realm of study is important because multiple theories predict different benefits, and assessing the value of CSR therefore requires multiple approaches.