The study of corporate social responsibility has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multidimensional perspective of social responsibility, and we carry out market research to determine the perceptions of users of mobile telephone services about economic, legal, ethical and social aspects of their operating companies. With these data we determine the structure and components of the concept of social responsibility. Subsequently, this is related with the overall evaluation of the service and loyalty by means of a model of structural equations, in order to determine the influence of corporate social responsibility on these concepts, and hence its benefits as a commercial tool.
This paper develops an integrative model that includes the dimensions of destination brand equity (i.e. awareness, image, quality and loyalty), as well as a key behavioral variable that is tourist satisfaction. In particular, our paper aims to contribute to the literature: 1) by examining the relationships between the dimensions of destination brand equity, which is not a deeply investigated issue so far; and 2) by adding tourist satisfaction, a key concept in loyalty formation, to the variables usually considered in destination brand equity models. The model was tested in two samples, national and international tourists visiting a destination in Spain, in order to also explore the role of the geographical and cultural distance between tourist and destination. Our results from a multi-group analysis indicate: 1) a robust link between ´quality-satisfaction-loyalty´ in both samples of tourists; 2) a chain of effects among awareness, image (separately considering the cognitive and affective dimensions) and perceived quality, although with the presence of some significant difference between both samples of tourists; and 3) a positive influence of cognitive image on affective image in both cases.
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