Investigating the Effect of Creating Shared Value on the Performance of Partner Companies and Social Performance

Bang, Won Seok; Cho, Donghwan; Reddy, N.S.

doi:10.37272/jiecr.2020.08.20.4.131

Cited by 2 publications

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“…Especially, Jung and Choi [37] supported the findings of the current research by reporting that airline consumers' perceptions of a CSV program composed of economic and social values had a positive effect on the brand image. Bang et al, [22] further supported our findings by revealing that the employees' perceived economic values of an airline's CSV program positively affected corporate reputation. In fact, a company's economic responsibility is the foundation of a business operation [38].…”

Section: Discussionsupporting

confidence: 85%

“…As the competition among companies intensifies due to the inundation of brands that can provide similar product qualities and functions in today's market, brand image has become a prerequisite for securing competitive advantage through product differentiation by providing a clue to consumers' purchasing decisions. In this regard, Bang et al, [22] reported that economic value related to an airline's CSV program positively affected corporate reputation. The researchers concluded that the positive perception of the community and the employees about the economic value of the CSV program transformed the reputation of the company into something positive and respectable.…”

Section: Creating Shared Value and Brand Imagementioning

confidence: 99%

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Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

et al. 2021

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Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of the existing creating shared value-related studies have focused on firms in the general marketing field, there is a lack of research on the efficacy of creating shared value programs that are implemented by sporting goods companies. Thus, the objective of the present study was to examine the influence of consumers’ perceived creating shared value activities of sporting goods firm on brand image and customer loyalty in the context of the Korean sporting goods market. A total of 187 Korean sport consumers participated in the present study. Results indicated that sporting goods consumers’ perceived economic, social, and environmental values had significant impacts on brand image and, in turn, brand image positively affected customer loyalty. Consequently, the current study’s findings provide sporting goods firms with practical implications for launching creating shared value programs.

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Section: Discussionsupporting

confidence: 85%

Section: Creating Shared Value and Brand Imagementioning

confidence: 99%

Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

et al. 2021

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The Impact of Influencer Marketing on Tourist Behavior and Tourism Marketing

Can,

Çakır

2024

Advances in Hospitality, Tourism, and the Services Industry

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This chapter aims to provide tourism academics and professionals with a comprehensive understanding of influencer marketing in tourism by analyzing research findings from the last decade. In this context, the chapter investigates 82 studies' findings on influencer marketing in the tourism industry conducted between 2012 and 2023 using systematic literature review method. The results indicate that the number of studies on influencer marketing has increased exponentially since 2020. In the majority of the studies, the survey method was preferred as the data collection technique, while the topics addressed were mostly on the effects of influencers on the tourist behavior and tourists' purchasing process, followed by studies examining the content created by the influencer. The results indicate that, in general, content produced by influencers has a positive impact on consumer behavior. Therefore, it would be beneficial for tourism businesses to collaborate with influencers.

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Investigating the Effect of Creating Shared Value on the Performance of Partner Companies and Social Performance

Cited by 2 publications

References 0 publications

Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

The Impact of Influencer Marketing on Tourist Behavior and Tourism Marketing

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