Investigating loyalty through CSR: The mediating role of brand image and brand trust

Abd-El-Salam, Eman Mohamed

doi:10.1362/147539220x16003502334226

Cited by 17 publications

(10 citation statements)

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“…In contrast, companies that engage in authentic CSR activities have a greater influence on consumers’ perceptions of their brands (Afzali and Kim, 2021). Consequently, consumers prefer to purchase trustworthy brands from companies that care about society (Abd-El-Salam, 2020; Sen and Bhattacharya, 2001). On the other side, the CSR practices of service companies enhance customer trust, which increases customer loyalty in the insurance industry (Iglesias et al , 2020).…”

Section: Discussion and Theoretical Contributionsmentioning

confidence: 99%

“…Authentic CSR activities help companies in developing favorable brand attitudes (Kim and Lee, 2020), and these authentic CSR activities may also assist them in developing brand trust. Previous research has shown that perceived CSR actions can benefit society’s well-being and improve consumer trust in brands (Abd-El-Salam, 2020; Sharma and Jain, 2019). However, the literature on the effect of authentic CSR actions on brand trust is scarce.…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

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Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

Safeer

Liu

2022

JPBM

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Purpose Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all aspects of their lives. Thus, the purpose of this study is to examine the role of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context. Design/methodology/approach Using a non-probability convenience sampling technique, this study received 817 responses from consumers who regularly used global brands. Finally, this research examined 734 responses to test the proposed hypotheses using structural equation modeling. Findings This study discovered that perceived CSR authenticity strengthened perceived brand authenticity, which fostered perceived brand loyalty by enhancing brand trust and motivating consumers to spread PWOM about global brands. Similarly, perceived CSR authenticity directly influenced perceived brand loyalty by enhancing brand trust but did not affect PWOM. Likewise, the moderating effect of brand image was significant in fostering perceived brand loyalty by enhancing brand trust, but it had no effect on PWOM. In contrast, the brand image had a significant negative effect on perceived brand authenticity. Practical implications This research offered many insightful suggestions to global managers in the manufacturing and service industries that might assist them in designing and implementing several branding strategies to achieve corporate objectives. Originality/value This novel research contributes to the attribution theory by examining consumers’ perceptions of CSR authenticity, brand image, brand authenticity and brand loyalty from the global branding perspective.

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Section: Discussion and Theoretical Contributionsmentioning

confidence: 99%

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

Safeer

Liu

2022

JPBM

View full text Add to dashboard Cite

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“…Therefore, when an organization communicates its CSR activities on social media with consumers, they feel admired for being the consumers of such organization [75]. This feeling of admiration promotes consumers to develop a higher level of loyalty for a socially responsible organization [76]. There are different researchers in the extant literature who established that CSR activities of an organization are helpful in developing positive emotions on the part of consumers [59,77,78].…”

Section: Hypothesis (H1) Csr-s Positively Relates To Consumers' Purcmentioning

confidence: 99%

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

et al. 2021

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Social media has emerged as a flexible and interactive communication medium in the present digital era. Contemporary businesses use social media to achieve different communication objectives. However, using social media as a communication medium for corporate social responsibility (CSR) communication with stakeholders like, consumers is not well-explored in the existing literature. Furthermore, prior studies have also failed to consider the blend of CSR communication and social media to achieve consumer-related outcomes, for example, their loyalty and purchase likelihood. To this end, the objective of this study is to examine the relationship of the CSR communication of a bank through social media with consumer loyalty and purchase intention. The current study also proposes brand admiration as a potential mediator between this relationship. The data were collected from the banking consumers through a self-administered questionnaire in a developing economy. The data were analyzed through the structural equation modeling (SEM) technique using AMOS software. The results of the current survey confirmed that CSR communication of a bank on social media has direct and indirect, via brand admiration, relations with consumer loyalty, and purchase intentions. The outcomes of this survey will be helpful for the policymakers to understand the importance of CSR communication on social media to enhance the loyalty, and purchase intention of banking consumers.

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“…Corporate Social Responsibility refers to initiatives “that appear to further some social good, beyond the interests of the firm and that which is required by law ( McWilliams and Siegel, 2001 , p. 117).” Companies build strategies to generate maximal profit as well as to integrate social values and social responsibilities into their strategies ( Abd-El-Salam, 2020 ). CSR has been identified as an essential element that embeds companies in society and means that they cannot be considered separately ( McWilliams and Siegel, 2001 ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…However, there has been a lack of empirical studies on CSR perceptions among customers and the consequences of customer behavior ( Abd-El-Salam, 2020 ). In this regard, this study focused on voluntary CSR activities for core stakeholders in the context of the restaurant industry.…”

Section: Literature Reviewmentioning

confidence: 99%

The effect of corporate social responsibility on trustful relationship, supportive communication intention, and brand loyalty of ethnic halal restaurants

et al. 2022

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The purpose of this study is to examine the relationships among CSR activities, brand trust, supportive communication intention, and brand loyalty in a halal restaurant franchise. This study attempts to understand the brand loyalty formation among foreigners visiting a halal ethnic restaurant franchise in South Korea. This study can contribute to the body of empirical evidence showing that CSR activities for different stakeholders can increase brand loyalty mediated by trust. Data were collected from an online survey platform, and visitors were recruited in one of the largest halal franchise restaurants in Korea. This study used a convenience sampling technique, and 225 questionnaires were used for final analysis. Structural equation modeling was likewise used in this research. The results reveal that CSR activities include four constructs: for communities, employees, the environment, and customers. These four dimensions reflect voluntary activities for core stakeholders and are positively associated with enhancement of trustful relationships between customers and restaurants. Among four CSR dimensions, CSR activities to employee are the most influential dimension, followed by CSR to community and to environment. However, the insignificant effect of CSR activities to customers on trust is found. Furthermore, trust positively influences supportive communication intention and brand loyalty. The proposed model of this present study can shed light on how to enhance brand loyalty and sustain trustful and emotional value of an ethnic restaurant franchise. The results can provide important implications for planning CSR engagement from a practical and managerial perspective in the restaurant industry.

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Investigating loyalty through CSR: The mediating role of brand image and brand trust

Cited by 17 publications

References 0 publications

Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

The effect of corporate social responsibility on trustful relationship, supportive communication intention, and brand loyalty of ethnic halal restaurants

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