Different role of hotel CSR activities in the formation of customers’ brand loyalty

Ahn, Jiseon; Wong, Elise Y.; Kwon, Jookyung

doi:10.1108/ijqss-02-2020-0028

Cited by 19 publications

(22 citation statements)

References 82 publications

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“…Finally, a moderator's corporate image has a cogent influence between ethical, philanthropic, and sustainable dimensions and organizational performance. The outcomes of preceding literature also demonstrated that CSR initiatives enhance the company's goodwill and images such as Lu et al (2020b), Moliner et al (2019), Suki and Suki (2019), Richard and Zhang (2012), Ahn et al (2020), Singh andSaini (2016), andHan et al (2019).…”

Section: Discussionmentioning

confidence: 95%

Corporate Social Responsibility and Brand Management: Evidence From Carroll’s Pyramid and Triple Bottom Line Approaches

Štreimikienė

Ahmed

2021

Technological and Economic Development of Economy

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The objective of this research is to evacuate the relationship between CSR initiatives and organizational performance. Additionally, the undertaken research examines the impact of brand image and brand awareness as mediators and corporate image as the moderator between CSR initiatives and organizational performance. We employed a modified conceptual framework derived from the Triple bottom line and Carroll’s pyramid models. The data was analyzed through the structural equation model by using confirmatory and exploratory factor analyses and conditional process approach for examining the direct, mediating, and moderating hypothesized relationships. The undertaken study’s outcomes demonstrated that the ethical, philanthropic, and sustainable dimensions positively and significantly influence organizational performance. Similarly, the mediation analysis suggested that the brand image and brand awareness are the potent mediators in an association between ethical, philanthropic, and sustainable dimensions and organizational performance. Findings further demonstrated that corporate image as a moderator has strong impact between exogenous factors and organizational performance. The undertaken study has important theatrical and managerial implications that provide value additions for both researchers and industry practitioners.

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Section: Discussionmentioning

confidence: 95%

Corporate Social Responsibility and Brand Management: Evidence From Carroll’s Pyramid and Triple Bottom Line Approaches

Štreimikienė

Ahmed

2021

Technological and Economic Development of Economy

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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%

“…According to Ahn et al (2020), the most significant brand equity element is the brand's loyalty and brand image. The researchers used Carroll's (1991) framework to measure corporate social responsibility and Keller's (1993) model to measure its appearance.…”

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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“…Loyalty can be understood as customers' personal motivation and drive to re-purchase or re-buy any products or services offered by the same company in the future [1]. Furthermore, the concept of loyalty can also be perceived as the condition in which consumers are willing to re-visit, re-engage or re-communicate with the same company or provider in the future [2] [3].…”

Section: Customer Loyaltymentioning

confidence: 99%

The Effect of Brand Image, Website Quality, and Trust Towards Customer Loyalty in the Indonesian Consumer-to-Consumer (C2C) E-Commerce Business

Wilson¹

2021

Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)

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This study was commenced to understand the effect of brand image, website quality, and trust on loyalty in the Consumer-to-Consumer (C2C) E-Commerce business in Indonesia. This study used a survey method with the questionnaire as an instrument to gather the data required. As many as 350 respondents participated in this study, whereas all data was collected from those living in Jakarta. A total of 350 questionnaires were equally and virtually distributed to each respondent, in which, after further examinations, 323 questionnaires were deemed valid and usable. All data was then further processed and analysed using PLS-SEM method. After analysing all the acquired data, it can be concluded that brand image, website quality, and trust positively affect customer loyalty in the C2C e-commerce business in Indonesia, in which, website quality revealed to have a stronger role in affecting customer loyalty relative to the other two variables due to the higher t-value possessed by website quality. Furthermore, it was revealed that trust mediates the effect of brand image and website quality on customer loyalty in this business sector.

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Different role of hotel CSR activities in the formation of customers’ brand loyalty

Cited by 19 publications

References 82 publications

Corporate Social Responsibility and Brand Management: Evidence From Carroll’s Pyramid and Triple Bottom Line Approaches

Corporate Social Responsibility and Brand Management: Evidence From Carroll’s Pyramid and Triple Bottom Line Approaches

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

The Effect of Brand Image, Website Quality, and Trust Towards Customer Loyalty in the Indonesian Consumer-to-Consumer (C2C) E-Commerce Business

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