Impact of CSR Perception on Brand Image, Brand Attitude and Buying Willingness: A Study of a Global Café

Wu, Shwu-Ing; Wang, Wen-Hsuan

doi:10.5539/ijms.v6n6p43

Cited by 109 publications

(123 citation statements)

References 54 publications

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“…Suatu citra yang menguntungkan dan terkenal adalah aset bagi perusahaan karena citra memiliki dampak pada persepsi pelanggan (Popoli, 2011;Hammad et al, 2014;Wu & Wang, 2014). Oleh karena itu, persepsi CSR menyediakan konten yang berharga bagi citra merek.…”

Section: Kajian Pustaka Pengaruh Csr Terhadap Citra Merek Dan Loyalitunclassified

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Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek

Mariyudi

2017

JSB

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The purpose of this paper is to investigate the influence of corporate social responsibility (CSR) Keywords: CSR, brand image, functional brand image, emotional brand image, brand loyalty AbstrakTujuan dari artikel ini adalah untuk mengetahui pengaruh tanggung jawab sosial perusahaan (CSR) terhadap citra merek dan loyalitas merek pelanggan pada industri hotel. Suatu refleksi model persamaan struktural (SEM) dikembangkan untuk menguji hipotesis penelitian. Penelitian ini diuji dengan menggunakan data yang dikumpulkan dari sampel pelanggan hotel Indonesia. Survei dilakukan, dan responden terdiri dari pelanggan industri hotel di Indonesia. Terdapat 310 kuesioner yang dapat digunakan untuk menganalisis dengan metode yang diterapkan termasuk analisis statistik deskriptif, analisis validitas dan reliabilitas, analisis korelasi, dan analisis pemodelan persamaan struktural (SEM). Hasil penelitian menunjukkan bahwa CSR berpengaruh signifikan terhadap citra merek fungsional, citra merek emosional dan loyalitas merek pelanggan, serta citra merek fungsional dan citra merek emosional memiliki pengaruh yang kuat terhadap loyalitas pelanggan. Oleh karena itu, perusahaan harus secara khusus fokus pada faktor-faktor ini dalam rangka membangun hubungan jangka panjang dan saling menguntungkan dengan pelanggan serta menciptakan loyalitas sebagai keunggulan kompetitif di pasar.Kata kunci: CSR, citra merek, citra merek fungsional, citra merek emosional, loyalitas merek JEL: M30, M31, G39

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Section: Kajian Pustaka Pengaruh Csr Terhadap Citra Merek Dan Loyalitunclassified

“…Temuan ini mendukung H1 dan hasilnya konsisten dengan temuan penelitian Vazquez et al (2002), Popoli (2011), Martinez et al (2013), Wu & Wang (2014) serta Hammad et al, (2014). Pengujian terhadap H2, CSR perusahaan merupakan faktor yang signifikan mempengaruhi citra merek emosional.…”

Section: Gambar 2 Estimasi Model Strukturalunclassified

Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek

Mariyudi

2017

JSB

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“…Bir grup marka arasında karar verme birimi ile alternatif markalara verilen davranışsal yanıt şeklinde ifade edebilen marka bağlılığı 42 , müşterinin satın alma davranışı ile markalı ürünle duygusal etki ve sosyal normların etkisini içermektedir 43 . Üründe ortaya çıkabilecek fiyat, kalite, özellik gibi değişikliklerde müşterilerin diğer markalara kayma olasılığının olup olmaması durumunda ortaya çıkan marka bağlılığı 44 pazarlamada fazlaca kullanılmaktadır 45 Diğer marka değeri bileşenleri ile güçlü bir ilişkisi vardır ve müşteri temelli marka değerinin ölçümünde çekirdeği oluşturmaktadır 46 .…”

Section: Marka Bağlılığıunclassified

Bağlamsal Pazarlama Strateji̇leri̇ni̇n Marka Değeri̇ne Etki̇si̇ Üzeri̇ne Bi̇r Pi̇lot Araştirma

Demirağ¹,

Demireli²

2016

İktisadi Ve İdari Bilimler Dergisi

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ÖzetMarka değeri ile bağlamsal pazarlama stratejisi arasındaki ilişkinin ele alındığı bu araştırma kapsamında bağlamsal pazarlama stratejisi ve marka değerini oluşturan boyutlar ayrıntılı olarak anlatılmış, aralarındaki ilişki ve etki değerlendirilmiştir. Araştırmada Formdakal sitesi ile etkileşim halinde olan 252 kişiye anket uygulanarak kolayda örneklem ve kartopu örneklem yöntemiyle veriler elde edilmiştir. Açıklayıcı faktör analizi ile boyutlar elde edilmiş, hipotezlerin testi için korelasyon ve regresyon analizi uygulanmıştır. Araştırmada elde edilen sonuçlara göre marka değeri ve marka değeri boyutları ile bağlamsal pazarlama arasında ilişki olduğu ve bağlamsal pazarlamanın marka değeri üzerinde etkisi olduğu tespit edilmiştir. Doğru bilgiyi, doğru zamanda, doğru şekilde müşterilere sunulması farkındalık, yüksek çağrışım, kalitenin yüksek algılanması ve bağlılık oluşmasında etkili olmaktadır.Anahtar kelimeler: Bağlamsal Pazarlama, Marka Sadakati, Marka çağrışımı, Marka Farkındalığı, Algılanan Kalite. JEL Sınıflaması: M30, M31 AN EMPIRICAL RESEARCH ON THE EFFECT OF CONTEXTUAL MARKETING STRATEGIES ON BRAND EQUITY AbstractIn this research, we examine the relationship between brand equity and contextual marketing strategy and explain contextual marketing strategy ,the dimensions brand equity in detail and impact brand

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“…On the other hand, a quantitative analysis between CSR and purchase motivation realize many researches, especially using a mathematical model (Dodds et al, 1991;Wu and Wang, 2014;Pivato et al, 2008;BeckerOlsen et al, 2006). Wu and Wang (2014) takes Starbucks as an example in the exploration of the impact of different generations' perceptions of CSR on future buying willingness and collected 624 validated questionnaires.…”

Section: Introductionmentioning

confidence: 99%

“…Wu and Wang (2014) takes Starbucks as an example in the exploration of the impact of different generations' perceptions of CSR on future buying willingness and collected 624 validated questionnaires. They calculate a correlation coefficient and shows that different generations have significantly different attitudes in two influential ways.…”

Section: Introductionmentioning

confidence: 99%

Analysis of the Relationship between CSR Activity and Purchase Motivation

Nakamura¹

2016

Industrial Engineering and Management Systems

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Companies have developed a keen interest in bolstering their CSR activities. Especially in Japan, CSR is strongly associated with social contribution and mécénat activities. On the other hand, the primary purpose of companies is to provide their products and services to consumers and thereby return value to their shareholders through sales and profits. It is, however, difficult to estimate directly the relationship between CSR and sales/profits. This study focuses particularly on CSR activities related to environmental and consumer issues and community involvement and development. It is also analyzed the relationship between the degree of CSR empathy and product purchase motivation. For accomplishment the purpose, a questionnaire is designed that elicits the respondent's degree of purchase intention and empathy toward CSR activities supported through sales. The object industry for questionnaires is TV maker. For results of the questionnaire, a covariance structure analysis is conducted to understand potential relationships among CSR activities, sales, and disposable budget. Through this study, it is able to clear the relationship between CSR activities and sales/profits. It is one of the advice to future prospect, strategy and CSR concept for the companies.

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Impact of CSR Perception on Brand Image, Brand Attitude and Buying Willingness: A Study of a Global Café

Cited by 109 publications

References 54 publications

Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek

Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek

Bağlamsal Pazarlama Strateji̇leri̇ni̇n Marka Değeri̇ne Etki̇si̇ Üzeri̇ne Bi̇r Pi̇lot Araştirma

Analysis of the Relationship between CSR Activity and Purchase Motivation

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