The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines

Lee, Won Seok; Tang, Ruo-Han; Moon, Joonho; Myungkeun, Song

doi:10.1016/j.jairtraman.2022.102216

Cited by 10 publications

(10 citation statements)

References 101 publications

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“…This study further established the positive relationship between environmental CSR and consumer-retailer love. The findings concur with Lee et al (2022) that explain service experience, environmental CSR, brand love and reuse intention are related. However, the present research found that societal CSR does not affect consumer-retailer love.…”

Section: Discussionsupporting

confidence: 88%

“…Existing literature discusses the environmental CSR efforts of companies that make them popular among consumers as retailers. The study by Lee et al (2022) explains how service experience, environmental CSR, brand love and reuse intention are related. The study shows that there is a positive relationship between environmental CSR and consumer love for retailers.…”

Section: Corporate Social Responsibility and Consumer-retailer's Lovementioning

confidence: 99%

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Impact of corporate social responsibility practices on consumer purchase intention of apparel products with mediating role of consumer-retailer love

Chan,

Mohd Suki,

et al. 2023

SRJ

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Purpose Companies with corporate social responsibility (CSR) practices care about customers, society, the environment and workers. This study aims to examine the impact of CSR practices (i.e. economic CSR, environmental CSR and societal CSR) on consumers’ purchase intention of apparel products, with the mediating role of consumer-retailer love on this relationship. Design/methodology/approach Data gathered using purposive sampling technique from 300 young online consumers using purposive sampling were analyzed using partial least squares structural equation modeling via SmartPLS3.0. Findings The results reveal that CSR practices (i.e. environmental CSR and societal CSR) have a positive influence on purchase intention for apparel products. Moreover, consumer-retailer love mediates the relationship between CSR practices (i.e. economic CSR and environmental CSR) and consumers’ purchase intention for apparel products. Practical implications Apparel retail marketers should focus on key determinants when designing CSR campaigns and communicating these CSR initiatives in social media and annual reports. They should also focus on their service quality to create a good perception (images) that helps measure the emotional response (love) between the retailer and consumers. Originality/value By applying the triple bottom line framework and the stimulus-organism-response model in a single framework, this study is unique and highlights the role of consumer-retailer love as an important mediator on the impact between CSR practices (i.e. economic CSR, environmental CSR, societal CSR) and consumers’ purchase intention of apparel products. The findings represent a new contribution to the existing literature, as there has been very limited research on this relationship in a developing nation context.

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Section: Discussionsupporting

confidence: 88%

Section: Corporate Social Responsibility and Consumer-retailer's Lovementioning

confidence: 99%

Impact of corporate social responsibility practices on consumer purchase intention of apparel products with mediating role of consumer-retailer love

Chan,

Mohd Suki,

et al. 2023

SRJ

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“…Studies can use attractive brands and unforgettable brand experiences as moderating variables and include them in models for discussions on passenger loyalty. The findings of Han et al (2019) and Lee et al (2022) highlight that brand love plays a key role in building airline customer loyalty. Studies can incorporate this variable into relevant models to gain insight into passenger loyalty.…”

Section: Discussionmentioning

confidence: 94%

Airline brand image, passenger perceived value and loyalty towards full-service and low-cost carriers

2023

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Purpose This study aims to examine the mediating and moderating processes that link airline brand image to passenger loyalty through perceived value. Design/methodology/approach The research participants were Taiwanese passengers with experience travelling abroad by air. Structural equation modelling and multigroup analysis were used to investigate the effect of airline brand image and perceived value on the loyalty of passengers using full-service and low-cost carriers. Findings For both airline types, airline brand image had a significant and positive effect on passenger perceived value. Perceived value had a significant and positive effect on passenger loyalty, perceived value was a crucial mediator and airline type was not a key moderator in the model. Originality/value In this study, focusing on the perspective of Taiwanese passengers, a conceptual model of the factors that lead to passenger loyalty, with a focus on brand image, was developed. This paper contributes to the literature and application field by examining the mediating effect of perceived value and the moderating role of airline type in the aviation industry; on the basis of the results, potential recovery strategies for airlines in the post-COVID-19 era are provided.

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“…Namely, environmental issues related to the Uber brand could be less appealing than other aspects of CSR, including quarantine protocols, user privacy, user safety, and driver well‐being, because the effect could be considered weak compared with other suggested attributes. Indeed, prior studies argue that environmental CSR could be an inefficient resource allocation for enhancing the market value of brands if the environmental CSR issue of an industry is trivially evaluated by industry stakeholders (Lee et al, 2022; Shim, Moon, et al, 2021). Therefore, the results of this research imply that the environmental CSR of Uber might be assessed as a minor issue by business stakeholders.…”

Section: Discussionmentioning

confidence: 99%

Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber

Moon,

Hwang,

Lee

2024

Journal of Tourism Research

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The purpose of this research is to investigate the structural relationship between Uber corporate social responsibility (CSR), brand trust, and brand loyalty. Stakeholder theory is the theoretical foundation of the study. The CSR subdimensions of eco‐friendliness, quarantine, user privacy, user safety, and driver well‐being are used. Amazon Mechanical Turk was employed for data collection. The number of observations is 405. A structural equation model was implemented to test the research hypotheses. This study demonstrated the accountability of stakeholder theory for Uber brand management by showing a significant link between quarantine, user privacy, user safety, driver well‐being, brand trust, and brand loyalty. This study contributes to the literature by validating the explanatory power of stakeholder theory in the case of Uber brand management.

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The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines

Cited by 10 publications

References 101 publications

Impact of corporate social responsibility practices on consumer purchase intention of apparel products with mediating role of consumer-retailer love

Impact of corporate social responsibility practices on consumer purchase intention of apparel products with mediating role of consumer-retailer love

Airline brand image, passenger perceived value and loyalty towards full-service and low-cost carriers

Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber

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