Do corporate social responsibility and corporate image influence performance of the financial sector?

Kankam-Kwarteng, Collins; Donkor, George Nana Agyekum; Osei, Francis; Amofah, Ofosu

doi:10.1057/s41264-023-00208-w

Cited by 2 publications

(2 citation statements)

References 104 publications

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“…Marketing performance shows the value of marketing operations whose focus is not only on products, prices, or customer relationships but also includes other marketing operations such as marketing communications, promotions, and other operations as a representation of part of the marketing budget (Rust et al, 2004). Marketing performance is the success of an organization, which is viewed through two components, namely customer relational performance including customer satisfaction, customer ownership, positive word of mouth promotion and customers profit performance including customer profit performance, identification of profitable customers, acquisition and retention of profitable customers , and conversion of unprofitable customers to profitable ones (Ramani & Kumar, 2008;Kankam-Kwarteng et al, 2021). Marketing performance as an outcome achieved by an organization includes intermediate market outcomes and final market outcomes, namely sales growth, market leadership capability share & profitability (Chinakidzwa & Phiri, 2020).…”

Section: Marketing Performancementioning

confidence: 99%

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

Mulyana,

Nurhayati,

Putri

2023

CyA

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Section: Marketing Performancementioning

confidence: 99%

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

Mulyana,

Nurhayati,

Putri

2023

CyA

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“…La percepción de marca es un concepto crucial para entender cómo los consumidores perciben, evalúan y se relacionan con las marcas y que ha despertado interés en la literatura científica (Iglesias, Landgraf, Ind, Markovic y Koporcic, 2020;Kankam-Kwarteng, Donkor, Osei y Amofah, 2023;Özkan, Süer, Keser y Kocakoç, 2020). Según varios estudios, la percepción de marca es un factor importante que influye en la decisión de compra de los consumidores (Zarantonello y Schmitt, 2010).…”

Section: La Percepción De Marca Y Su Influencia En Los Usuarios Depor...unclassified

La percepción de marca en los centros de fitness: Una comparativa según el modelo premium y low-cost (Brand perception in fitness centers: A comparison according to the premium and low-cost model)

Alguacil Jiménez,

García-Fernández,

Calabuig

et al. 2023

Retos

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Este estudio analiza la percepción de marca usuarios de un centro de fitness premium y uno low-cost. El objetivo es conocer las percepciones sobre variables de interés como la imagen corporativa, credibilidad, confianza, reconocimiento, actitudes, intenciones futuras, reputación, congruencia, identificación, calidad, valor y satisfacción. Por otro lado, se pretenden comparar esas percepciones, no solo en función del tipo de centro de fitness, sino también analizar si existen diferencias en función del género, la edad, la frecuencia de asistencia, el tiempo que llevan inscritos o el hecho de haber estado inscritos anteriormente. El número total de participantes en el estudio fue de 325 usuarios, 176 pertenecientes al centro premium y 149 al centro low-cost. Los resultados muestran diferencias entre los dos modelos, en el caso del premium en función de la edad, la frecuencia de asistencia, el tiempo inscrito y el haber estado inscrito antes, y en el caso del centro low-cost en función del tiempo inscrito. Los resultados muestran que se deben tener en cuenta los aspectos sociodemográficos a la hora de analizar la percepción de marca en los centros de fitness, ya que dichos aspectos personales pueden influir en las respuestas a dichas variables. Este tipo de estudios permiten conocer cómo influyen las percepciones relacionadas con la marca, que son modificables y que pueden influir en la satisfacción e intenciones futuras de los usuarios, lo que contribuye a la sostenibilidad del servicio. Palabras clave: Percepción de marca, centros fitness, sostenibilidad, premium, low-cost. Abstract. This study analyzes the brand perception of users of a premium and a low-cost fitness center. The objective is to know the perceptions on variables of interest such as corporate image, credibility, trust, recognition, attitudes, future intentions, reputation, congruence, identification, quality, value and satisfaction. On the other hand, the aim is to compare these perceptions, not only according to the type of fitness center, but also to analyze whether there are differences according to gender, age, frequency of attendance, time enrolled, or whether they have been enrolled before. The total number of participants in the study was 325 users, 176 belonging to the premium center and 149 to the low-cost center. The results show differences between the two models, in the case of the premium center according to age, frequency of attendance, time enrolled and previous enrollment, and in the case of the low-cost center according to time enrolled. The results show that sociodemographic aspects should be considered when analyzing brand perception in fitness centers, since these personal aspects can influence the responses to these variables. This type of study provides insights into the influence of brand-related perceptions, which are modifiable and can influence users' satisfaction and future intentions, thus contributing to the sustainability of the service. Key words: Brand perception, fitness centers, sustainability, premium, low-cost.

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Do corporate social responsibility and corporate image influence performance of the financial sector?

Cited by 2 publications

References 104 publications

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

La percepción de marca en los centros de fitness: Una comparativa según el modelo premium y low-cost (Brand perception in fitness centers: A comparison according to the premium and low-cost model)

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