Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü

Sazkaya, Merve Koçoğlu; Kuşçu, Aslı; Durmaz, Burçak Vatansever

doi:10.18026/cbayarsos.525188

Cited by 2 publications

(3 citation statements)

References 9 publications

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“…Perceived CSR was measured by the six-item scale adapted from Lin et al . (2011) and Kuşçu et al . (2019).…”

Section: Methodsmentioning

confidence: 96%

“…This study has focused on the impact of CSR actions and brand origin on perceived CSR, attitude, CBBE and supportive communication intent. Perceived CSR is a consumer’s perception regarding the brand’s CSR activities, acting responsibly and giving back to society (Lin et al ., 2011; Kuşçu et al ., 2019). Attitude toward the brand consists of the participant’s opinions and beliefs about the brand (Augusto and Torres, 2018; Kim and Woo, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Then, the scale items in Turkish were screened by a marketing expert with a marketing Ph.D. degree to overcome any unclear points. Perceived CSR was measured by the six-item scale adapted from Lin et al (2011) andKus ¸çu et al (2019). Attitude toward the bank and the CBBE constructs were measured by the 3-item and 4-item scales adapted from Augusto and Torres (2018).…”

Section: The Dependent Variables and Scalesmentioning

confidence: 99%

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The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis

Tosun

Köylüoğlu²

2023

IJBM

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PurposeConsumers’ corporate social responsibility (CSR) expectations have increased in the new coronavirus (COVID-19) pandemic, while many financial institutions have supported society with their health-related CSR actions. This study examines the impact of CSR actions and brand origin on consumer attitudes, CSR perceptions, customer-based brand equity (CBBE) and supportive communication intent in retail banking during the crisis from signaling and stakeholder theory perspectives.Design/methodology/approachA 2 (foreign vs. local brand) x 2 (COVID-19-related vs. another CSR action) between-subjects factorial design was used to analyze consumer data.FindingsCSR actions of local brands created more positive attitudes, CSR perceptions and greater CBBE and supportive communication intent than foreign banks. However, CSR action (COVID-19-related vs. another) did not significantly influence consumer attitudes, CSR perceptions, CBBE and supportive communication intent.Originality/valueThis research has shown the significant impact of brand origin on consumer perceptions in response to CSR actions during the pandemic. It has suggested an original conceptual framework and presented timely empirical findings for retail banking in the pandemic period, which can exemplify a crisis period shaped by uncertainty. Besides, it extended the previous literature by focusing on the interaction between brand origin and CSR actions in shaping consumers’ CSR and brand perceptions. It is among the first studies examining brand origin’s impact on supportive communication intent.

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“…Perceived CSR was measured by the six-item scale adapted from Lin et al . (2011) and Kuşçu et al . (2019).…”

Section: Methodsmentioning

confidence: 96%

Section: Literature Reviewmentioning

confidence: 99%

Section: The Dependent Variables and Scalesmentioning

confidence: 99%

See 1 more Smart Citation

The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis

Tosun

Köylüoğlu²

2023

IJBM

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The determinants of purchase intention and willingness to pay for cosmetics and personal care products

Yıldırım

Saygılı

Yalçıntekin³

2021

MMI

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This study focuses on purchase intention and willingness to pay based on consumer innovativeness, novelty seeking, and trustworthiness. In the study, the authors revealed the above in a holistic framework by emphasizing the direct relationships among the five variables. As this study focuses on consumers seeking novelty for cosmetics and personal care products in a constantly developing and growing sector, the study is different from the others and deemed necessary. This study seeks to examine the effect of consumer innovativeness, novelty seeking, and trustworthiness on purchase intention and willingness to pay for cosmetics and personal care products. It is quantitative research. The sample of the study consists of consumers aged 18 and over. The data of the study were collected from 407 people selected by convenience sampling via an online questionnaire. In the study, hypotheses were developed based on the conceptual framework and were tested via Structural Equation Modeling (SEM). The results of the study showed that consumer innovativeness had a positive effect on both purchase intention (β= 0.154; p <0.05) and willingness to pay (β = 0.317; p <0.05). While it was found that Novelty seeking had a positive effect on purchase intention (β = 0.312; p <0.05), it did not yield a statistically significant effect on willingness to pay (β = 0.018; p> 0.05). The results also indicated that trustworthiness had a positive effect on both purchase intention (β = 0.427; p <0.05) and willingness to pay (β = 0.410; p <0.05). The structural equation model employed in the study explains 55% of the variance in consumers' purchase intention and 39% of the variance in willingness to share, respectively. The research results revealed that consumer innovativeness, novelty seeking, and trustworthiness are among the important determinants of purchase intention for cosmetics and personal care products and that consumer innovativeness and trustworthiness are influential on the formation of willingness to pay for these products.

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Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü

Cited by 2 publications

References 9 publications

The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis

The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis

The determinants of purchase intention and willingness to pay for cosmetics and personal care products

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