CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India

Sharma, Rajesh; Jain, Vranda

doi:10.1177/0972622519853158

Cited by 41 publications

(47 citation statements)

References 137 publications

(139 reference statements)

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“…This finding is supported by Bennur and Jin (2017) and Khan and Rahman (2016), who found that brand trust contributes to increased brand loyalty. Sharma and Jain (2019) confirm that a direct and positive association exists between brand trust and brand commitment. The empirical study of Mishra et al (2016) argues that brand trust is an essential element towards the establishment of brand loyalty in India.…”

Section: Discussionsupporting

confidence: 53%

Determinants of brand loyalty in the apparel industry: A developing country perspective

Ledikwe

2020

Cogent Business & Management

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The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A structured equation modelling technique was used to validate the hypotheses. The results indicated an array of positive significant relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to cultivate the levels of brand awareness, brand image, brand trust, and brand commitment in order to strengthen brand loyalty and, in turn, contribute to the longevity of apparel brands in Botswana.

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Section: Discussionsupporting

confidence: 53%

Determinants of brand loyalty in the apparel industry: A developing country perspective

Ledikwe

2020

Cogent Business & Management

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“…[40] as well as the consumer's behavioral intention to revisit [41]. Thus, we can extrapolate from previous findings that improved service quality results in a satisfied or contented customer [42] which leads to brand loyalty. Therefore, we can hypothesize that: H2 There is a positive association between service quality and customer satisfaction in fast food industry of Pakistan.…”

Section: Service Qualitymentioning

confidence: 60%

Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility

2021

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The study is to present an integrative model of predictors and outcome of customer satisfaction in the fast food sector of Pakistan and also examine its effects. Moreover, we also examined the contingent effect of social trust and corporate social responsibility (CSR) on the relationship between customer satisfaction and brand loyalty. Offline and online survey was conducted with four hundred fast food customers; valid data were assessed and analyzed through structural equation modeling and moderation step-by-step approach. Results demonstrate that restaurant stimuli such as food quality, service quality, atmosphere, price, restaurant location and a variety of food have strong significant effects on customer satisfaction, and customer satisfaction engendered brand loyalty. Social trust has a positive significant impact on the relationship between customer satisfaction and brand loyalty, whereas on the other side CSR has insignificant impact on the association. The study has practical implications for both restaurateurs and government. Restaurateurs should ensure the safety standards of foods, and the government can take an initiative to set proper policy and maintain the food safety standards by regulation.

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“…The literature has found that the management of the organization adopts CSR as a strategy to enhance its market share. CSR also impacts brand loyalty, and it strengthens company value (Ahn et al, 2020;Han et al, 2019;Khan & Fatma, 2019;Sharma & Jain, 2019).…”

Section: Discussionmentioning

confidence: 99%

“…Consumers expect both emotional and social values, and CSR has integral importance within the notion of brand loyalty, which helps a company acquire a competitive edge in a market (Manimalar & Sudha, 2016). One of the salient effects of amalgamating CSR into the firms marketing strategies is that it gives damage insurance to shield the brand from attacks or damage (Sharma & Jain, 2019). This increasing competition between the businesses has raised the company's concern towards developing an innovative, marketable, valuable, sustainable brand and brand loyalty (Han et al, 2019;Tuan, 2012).…”

Section: Brand Loyaltymentioning

confidence: 99%

“…The modified operational items of cause-related marketing are taken from previous studies, for instance, Tao and Ji (2020), Jeon and An (2019), Sheikh and Beise-Zee (2011), Jahdi (2014), Park (2017). Similarly, we have incorporated the adapted scales of brand loyalty from previous literature such as Ahn et al (2020), Han et al (2019), Khan and Fatma (2019), and Sharma and Jain (2019).…”

Section: Research Design and Measurement Scalesmentioning

confidence: 99%

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The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models

Štreimikienė

Ahmed

2021

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Research background: This paper integrates the marketing and corporate social responsibility concepts by investigating how the previous studies de-bated CSR as a business strategy. This discussion extended from academics to business practices. Hence, this study investigated the concept of CSR as a business strategy in a multifactorial fashion in the marketing field. Purpose of the article: This study evaluates the modified model of CSR initiatives as business and marketing strategy and their impact on customers' buying behavior. For this purpose, we have taken dimensions of Carroll's pyramid of CSR as marketing strategies. We have also examined the influence of brand loyalty and cause-related marketing as mediating variables and technology as a moderator between dimensions of Carroll's pyramid and customers' buying behavior. Methods: We employed modified theoretical & conceptual model for evaluating the direct and indirect hypothesized relationship. We have collected 693 responses from the structured and adapted questionnaire. The survey was done among marketing and senior managers of the Asian pharmaceutical industry. We employed SEM-based multivariate modeling to examine the hypothesized relationship. Findings & value added: The finding of this research exhibited that dimensions of Carroll?s pyramid of CSR have a positive and significant impact on customers' buying behavior. The results further demonstrated that brand loyal-ty and cause-related marketing positively and significantly impact mediators between CSR dimensions and customers? buying behavior. Finally, the technology has a significant influence as a moderator between exogenous and endogenous factors. The undertaken study demonstrated important theoretical and practical implications. The modified conceptual framework has provided several new dimensions for future researchers to use and replicate in different economic sectors. On the other hand, practitioners of the pharmaceutical industry should incorporate Carroll's CSR pyramid as business strategies to gain the trust and respect of their customers.

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CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India

Cited by 41 publications

References 137 publications

Determinants of brand loyalty in the apparel industry: A developing country perspective

Determinants of brand loyalty in the apparel industry: A developing country perspective

Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility

The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models

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