CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality

He, Hongwei; Li, Yan

doi:10.1007/s10551-010-0703-y

Cited by 424 publications

(437 citation statements)

References 79 publications

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“…Numerous studies have confirmed the influence of perceptions about CSR dimensions on customers' loyalty (Ailawadi et al, 2014;Chung et al, 2015;García de los Salmones et al, 2005;He & Li, 2011;Marin et al, 2009;Perez et al, 2012;Srbljinović, 2012).…”

Section: Discussionmentioning

confidence: 89%

“…Customers have more trust, purchase more, and prefer to recommend socially responsible companies (Vlachos, Tsamakos, Vrechopoulos, & Avramidis, 2009). Numerous studies have shown a positive relationship between perceptions of CSR and customer loyalty (Ailawadi, Neslin, Luan, & Taylor, 2014;Chung et al, 2015;García de los Salmones et al, 2005;He & Li, 2011;Lee et al, 2012;Marin et al, 2009;Perez et al, 2012;Srbljinović, 2012). Customers appreciate companies' participation in humanitarian events, programs devoted to energy conservation, sponsorship of local events, etc.…”

Section: Economic Responsibilitiesmentioning

confidence: 99%

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Does Customer Loyalty Depend on Corporate Social Responsibility?

Stanisavljević

2017

Naše Gospodarstvo/Our Economy

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This paper presents the results of a study conducted to examine the dependence of customer loyalty on corporate social responsibility (CSR). CSR is a good opportunity for a company's differentiation, but only if customers value the company's efforts in this field. Loyalty is a primary goal of each company, but it is influenced by numerous factors. The goal of this paper was to examine if CSR influences customer loyalty as one possible factor. Based on the presented results, management recommendations are provided concerning business strategy, mission, and vision formulation, so companies can fulfill customers' interests and gain their loyalty.

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Section: Discussionmentioning

confidence: 89%

Section: Economic Responsibilitiesmentioning

confidence: 99%

Does Customer Loyalty Depend on Corporate Social Responsibility?

Stanisavljević

2017

Naše Gospodarstvo/Our Economy

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“…A social identity perspective has been found effective in establishing brand loyalty in various service contexts such as banking, (He and Li 2011). However, the same has not been examined in context of the hotel industry, despite that fact that this industry is heavily dependent on customer trust and loyalty toward the hotel brand.…”

Section: Fatma and Rahman: Perceived Ethicality Influences On Brand Lmentioning

confidence: 99%

“…"Identification-based trust" refers to the people's identification with the brand through social norm, rather than past connection or experience (Creed and Miles 1996). Brand identification enables positive consumer evaluation of the brand (He and Li 2011); when customer expectations regarding brand performance are confirmed or exceeded, the identified customers feel a psychological attachment to the brand (Marin et al 2009). …”

Section: Brand Identification and Brand Trustmentioning

confidence: 99%

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Fatma¹,

Rahman²

2017

Service Science

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Abstract. This study aims to examine the influence of consumer-perceived ethicality of a hotel brand on customer brand loyalty through the customer identification with the brand, considering the mediating role of affective commitment and trust. The findings suggest that when consumers have an ethical perception of a company's behavior, they tend to be more identified with the hotel brand, which results in favorable judgment of the hotel brand in terms of developing affective attachment to the brand (affective commitment) and willingness to rely on that brand (brand trust). This positive evaluation of a hotel brand results in determining the customer long-term relationship with the brand (brand loyalty). This study aims to contribute to the underresearched area of business ethics and hotel brands by examining the relational perspective of brand loyalty, and characterizes the relationship between consumer-perceived ethicality and brand loyalty through customers' brand identity, brand trust, and affective commitment.

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“…In what concerns service industries, in which case customer loyalty is more elusive and unpredictable as compared to other sectors (Vlachos and Vrechopoulos, 2012), most studies have been focused on industries such as: retail (Ailawadi et al, 2014, Gupta and Pirsch, 2008, Lombart and Louis, 2014, Vlachos, 2012, Vlachos and Vrechopoulos, 2012, Walsh and Bartikowski, 2013, banking (Choi and La, 2013, Chomvilailuk and Butcher, 2014, Mandhachitara and Poolthong, 2011, Marin et al, 2009, Matute-Vallejo et al, 2011, Salmones et al, 2009, Walsh and Beatty, 2007, and telecom (He and Li, 2011, Moisescu, 2015a, Salmones et al, 2005, Vlachos et al, 2009.…”

Section: The Relationship Between Customer-based Perceptual Csr and Cmentioning

confidence: 99%

From CSR to Customer Loyalty: An Empirical Investigation in the Retail Banking Industry of a Developing Country

Moisescu¹

2017

Scientific Annals of Economics and Business

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The objective of the current paper is to investigate the impact of customers' perceptions of their service providers' corporate social responsibility (CSR) on customer loyalty, bringing relevant and useful insights regarding the nature of this relationship in the retail banking industry, and in the particular context of a developing country. The objective was accomplished by planning and implementing a consumer survey among a sample of 1449 Romanian retail banking customers, using an item-pool drawn up from the literature. The observed variables were grouped into several reflective latent variables, and afterwards included into a multiple regression model. The results indicate that customers' loyalty towards retail banking companies is significantly and positively impacted by how customers perceive their providers' CSR. Moreover, analyzing each category of responsibilities individually, banks' responsibility towards their customers can be emphasized as being the most important dimension in our research context. The results convey practical implications for customer loyalty enhancement in a European developing country's retail banking industry, by identifying those CSR dimensions on which organizations should focus on within their CSR policies implementation and communication.

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CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality

Abstract: service brand loyalty, corporate associations, CSR, brand identification, service quality, customer satisfaction,

Cited by 424 publications

References 79 publications

Does Customer Loyalty Depend on Corporate Social Responsibility?

Does Customer Loyalty Depend on Corporate Social Responsibility?

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

From CSR to Customer Loyalty: An Empirical Investigation in the Retail Banking Industry of a Developing Country

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