Corporate social responsibility and patronage intentions: The mediating effect of brand credibility

Zayyad, Hala Mohammed Abu; Obeidat, Zaid Mohammad; Alshurideh, Muhammad; Abuhashesh, Mohammad; Maqableh, Mahmoud; Masa'deh, Ra’ed

doi:10.1080/13527266.2020.1728565

Cited by 123 publications

(91 citation statements)

References 99 publications

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“…This is very important in all contexts, including the context of sports services where there is so much competence. Therefore, brand credibility is an element that plays an important role in influencing other variables such as recommendations ( Abu-Zayyad et al., 2020 ), attitudes ( Chin et al., 2020 ), behavioural intentions ( Jiménez-Barreto et al., 2020 ) or trust by reducing perceived risk ( Hanzaee and Taghipourian, 2012 ). So that it is necessary to study this aspect of a brand with the intention of understanding the mechanisms and thus being able to provide information to marketers on how to invest in credibility and improve the positive aspects of other variables ( An et al., 2019 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables influence loyalty levels and recommendations. The results indicate that the proposed model can explain the variables of trust, congruence, attitudes, loyalty and word of mouth by more than 60%. The study finds that credibility influences trust but that credibility in itself does not cause a congruence with the brand, whereas trust does. Similarly, trust does not generate attitudes towards the brand but credibility and congruence do. Congruence generates loyalty but attitudes do not, and congruence, attitudes and loyalty influence recommendation to a similar extent, with congruence having the highest influence.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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“…In the early stages, the new company faces a disadvantage due to its size (liability of smallness). In addition, the company has yet to establish its reputation and must work hard to build a corporate history (liability of newness) (Abu Zayyad et al, 2020;Michael & Yukl, 1993). Research into the field of entrepreneurship has sought to throw light on why, despite these obvious disadvantages, a proportion of startups succeed in overcoming the odds to thrive against their competitors.…”

Section: Networkingmentioning

confidence: 99%

The effect of networking behaviors on the success of entrepreneurial startups

Albourini¹,

Ahmad²,

Abuhashesh³

et al. 2020

10.5267/j.msl

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Entrepreneurship is currently a popular topic for research due to the influence it brings to bear on multiple areas of life. Consequently, it is necessary to recognize the behaviors that boost the chances of entrepreneurs and their startups achieving success. This research primarily seeks to investigate the extent to which networking behaviors can influence the success of entrepreneurial startups in Jordan. For this purpose, the authors propose and study six networking behaviors as independent variables, namely cultivating internal contacts, cultivating external contacts, socialization, getting involved in professional activities, taking part in community activities, and raising one's profile within the company. The dependent variable is the success of entrepreneurial startups. A quantitative analysis was conducted by distributing a questionnaire to startup companies in Amman, Jordan. The results confirm that the better entrepreneurs are at practicing these networking behaviors, the more influence they have on the success of their startups. Those behaviors that carry most influence are cultivating internal contacts, cultivating external contacts, and getting involved in professional activities. Finally, the research recommends further study should be carried out to make known the full impact of these six networking behaviors, in addition to encouraging more wholesale adoption of entrepreneurial networking behaviors to increase the probability of success for entrepreneurial startups.

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“…Customer satisfaction, customer retention, brand loyalty with word of mouth, improving profitability and competitive power for companies were the key elements to scrutinize (Nikhashemi et al,2020). Prior investigations show a decisive prediction of consumer loyalty for brand reputation (Abu Zayyad et al,2020). Previous analyses on brand reputation have found that consumer loyalty is favorably impacted (Zhang et al,2020).…”

Section: Brand Credibilitymentioning

confidence: 99%

Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

Hassan

Bashir

Qureshi

2020

NRJSS

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In the industry of goods, the product is the primary brand. However, with services, the company is the primary brand. Branding is not for visible goods but also a significant factor of performance for services. The ability to educate consumers of their expertise and credence values before the order has contributed to the general awareness of the value of products in the service industry in relation to consumer preference. If the brand is an essential consideration in any campaign initiative, it is crucial to consider the meaning of its equity. Brand value is the confidence gained in a brand regardless of customer experience. Because of the strategic advantages of established and established products, brand value is significant. Brand equity can make a significant contribution to the visualization of intangible goods for service companies. Given that there is no research available, this study seeks to suggest descriptive brand equity dimensions in Pakistan's service markets. The history is regarded as Brand Loyalty, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Image, Brand Trust, Brand Credibility as antecedents of brand equity in services markets. This research is focused on the literature review and specifics are discussed. A systemic literature review approach for extracting the existing literature of desire has been used.

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Corporate social responsibility and patronage intentions: The mediating effect of brand credibility

Cited by 123 publications

References 99 publications

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

The effect of networking behaviors on the success of entrepreneurial startups

Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

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