Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

Abstract

Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of the existing creating shared value-related studies have focused on firms in the general marketing field, there is a lack of research on the efficacy of creating shared value programs that are implemented by sporting goods companies. Thus, the objective of the present study was to examine the influence of consumers’ perceived creating shared value activities of sporting goods firm on brand image and customer loyalty in the context of the Korean sporting goods market. A total of 187 Korean sport consumers participated in the present study. Results indicated that sporting goods consumers’ perceived economic, social, and environmental values had significant impacts on brand image and, in turn, brand image positively affected customer loyalty. Consequently, the current study’s findings provide sporting goods firms with practical implications for launching creating shared value programs.

The effect of creating shared value on enterprise image: focusing on mediating effects of environmental involvement

“…According to previous studies on corporate CSV and enterprise image (Jin, 2018; Kang and Na, 2020; Kim et al. , 2021; Kramer and Porter, 2011; Moon and Parc, 2019), corporate CSV has a positive effect on enterprise image.…”

“…The enterprise image affects the management activities of the company with casual opinions or thoughts of the members of the society for a specific company, and a positive enterprise image can be built to promote long-term profits and sustainable growth (Shahzad et al, 2020). In order to turn around a negative enterprise image, companies can actively undertake public interest activities to improve corporate identity and attractiveness (Marin and Ruiz, 2007) and form a favorable enterprise image through CSR and environmental responsibility activities, thereby pursuing corporate profits (Kim et al, 2021).…”

“…In the study by Jin (2018), CSV activity had positive effects on enterprise image. Elsewhere, Kim et al. (2021) examined the relationship between social media application platforms, CSV and enterprise images.…”

“…, 2020). The core ideology of CSV is based on the recognition that corporate and community development are interdependent because companies do not engage in CSR after profit creation but pursue profit at the same time as creating social value (Karwowska, 2021; Kim et al. , 2021; Kramer and Porter, 2011).…”

Creating Shared Value and Strategic Corporate Social Responsibility through Outsourcing within Supply Chain Management

“…In this regard, the supply chain and issues such as shopping cart selection can play a key role in creating a competitive advantage for companies [4]. The emergence of new and healthier perspectives, such as corporate social responsibility (CSR), sustainability, and shared value creation, or strategic types of CSR [5,6], as well as resilience, has been of great interest to researchers in the supply chain and purchasing issues in recent years [7,8].…”