Strategic Nonprofit Communication: Effects of Cross-Sector Corporate Social Responsibility (CSR) Alliances on Nonprofits and the Mediating Role of Social-Objectives Achievement and Consumer Brand Identification

Vafeiadis, Michail; Harrison, Virginia S.; Diddi, Pratiti; Dardis, Frank E.; Buckley, Christen

doi:10.1080/1553118x.2021.1945610

Cited by 15 publications

(6 citation statements)

References 74 publications

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“…(3) What role do brand credibility and identity play in mediating the connection between corporate social responsibility and brand loyalty? Whereas numerous studies have researched the link between corporate social responsibility and brand loyalty, Aljarah and Ibrahim (2020) found that a comprehensive examination of the impact of perceived CSR on brand loyalty via brand credibility and brand recognition is comparatively lower than Fatma and Khan (2023), mainly in the financial sector (Osakwe & Yusuf, 2021;Vafeiadis, Harrison, Diddi, Dardis, & Buckley, 2021). This study will create awareness specifically for the banking sector.…”

Section: Introductionmentioning

confidence: 78%

Corporate Social Responsibility and Brand Loyalty in Punjab's Banking Sector: Exploring the Mediating Role of Corporate Branding

Shafiq

Iqbal

Kumar

et al. 2023

Pak. J. Humanit. Soc. Sci

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The purpose of this research paper is to find out the impact of Corporate Social Responsibility (CSR) on brand loyalty with the mediating role of cooperate branding from the customers of the retail banking sector of Punjab, Pakistan. The current study uses the structured survey data collection technique consisting of 5- Likert scale points while collecting the data from 335 individual customers of retail banking sectors of Dera Ghazi Khan city, Punjab, Pakistan. Further, data was analyzed through SEM (structural equation modeling) using SmartPLS (Smart Partial Least Square) software. The study's results suggest a significant positive impact of corporate social responsibility (CSR) on brand loyalty; other developments suggest the positive mediating role between CSR and brand loyalty. Further, the study uses the auxiliary hypothesis, showing a significant positive impact on brand loyalty. Additionally, the study has substantial implications for the managers of banking sectors. This will help managers promote CSR in their banking sectors to increase sustainability and profitability and provide an edge in the market.

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Section: Introductionmentioning

confidence: 78%

Corporate Social Responsibility and Brand Loyalty in Punjab's Banking Sector: Exploring the Mediating Role of Corporate Branding

Shafiq

Iqbal

Kumar

et al. 2023

Pak. J. Humanit. Soc. Sci

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“…Kim & Manoli (2022) also confirm the important role of CSR for companies because it can increase brand equity and brand identification. Vafeiadis et al (2021) added that CSR must be carried out in various sectors and not monotonously in one sector. This has been empirically proven to increase brand identification and social achievement.…”

Section: Corporate Social Responsibility (Csr) On Brand Identificationmentioning

confidence: 99%

The influence of CSR performance, brand identification and customer satisfaction in developing customer engagement and loyalty

Badawi

2023

IJBES

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The objective of this study is to examine the impact of corporate social responsibility (CSR) performance on brand image and customer satisfaction. Moreover, the analysis was performed to examine the impact of brand image and customer satisfaction on customer engagement. This study examines the impact of customer interaction on customer loyalty. This study employs quantitative analysis techniques to empirically examine the formulated hypothesis. The research sample consists of consumers from the cement business in Cirebon, West Java, Indonesia. The study employed a sampling technique that utilized random sampling to gather a sample of 180 respondents, who served as a representative of the study population. The data was acquired by distributing questionnaires and analyzed using the structural equation modeling technique with the assistance of AMOS software. The analytical results demonstrate empirical support for all hypotheses proposed in this study. This study demonstrates that the performance of corporate social responsibility (CSR) has a beneficial impact on the identity of a brand and the happiness of customers. In order to enhance brand recognition and improve consumer happiness, it is important to achieve superior corporate social responsibility (CSR) performance. Moreover, the recognition of a brand and the contentment of customers have a favorable impact on the involvement of customers, and the involvement of customers has a favorable impact on their loyalty. This study offers suggestions to organizations, including those in the cement industry, on how to enhance their corporate social responsibility (CSR) efforts to improve brand recognition and consumer contentment. Effective CSR performance may be attained by addressing five key aspects: social responsibility, environmental stewardship, cultural preservation, human resources management, and socio-economic development. Moreover, it is essential to enhance brand recognition and consumer contentment in order to maximize customer involvement and allegiance.

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“…Thus, we want to add to the conversation about ways that sustainability-specific communication can motivate sport fans to support these efforts themselves. Hence, our study examines the ways that affective outcomes of the sustainability communication may motivate fans to take action such as by donating [47] or volunteering [64,94].…”

Section: Supportive Intentions Towards Sustainability Initiativesmentioning

confidence: 99%

“…Finally, our study's emphasis on supportive intentions towards sustainability initiatives is a contribution to the sport CSR literature, which often focuses on business intentions [18,28]. A recent trend in CSR communication is to evaluate the intention to support a CSR initiative [47,64,94], as the financial benefit for businesses is well-established in marketing and CSR literature [35,66]. We found support for all of our intention measures, especially showing that trust, authenticity, and fandom seemed to be the most influential in predicting supportive intentions; however, the intent to donate or volunteer with the sports league's sustainability initiative did not seem to have strong support as compared to the intention to "show support" generally or to post on social media.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Greening Professional Sport: How Communicating the Fit, Proximity, and Impact of Sustainability Efforts Affects Fan Perceptions and Supportive Intentions

2022

Self Cite

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Grounded in multidisciplinary literature from public relations, sport communication, and marketing, this study examined consumer reactions to sustainability initiatives launched by major sports leagues. Through an online survey (N = 254), the results showed that sports league-cause fit resulted in more positive organization–public relationships (OPRs) such as through trust, commitment, satisfaction, and control mutuality. Further, the findings revealed that a closer geographic proximity of the sustainability initiative and an increased perceived impact (donation amount and number of beneficiaries affected) triggered higher perceptions of trust, organizational authenticity, and fandom toward the sponsoring sports league. Interestingly, a significant two-way interaction between spatial proximity and impact suggested that lower perceptions of the impact of the corporate social responsibility (CSR) program evoked more positive attitudes when involving local beneficiaries, whereas higher perceptions of impact improved organizational attitudes when the beneficiaries were located faraway. Lastly, the findings indicated that the OPR variables, especially trust, as well as fandom, and organizational authenticity elicited higher supportive intentions (e.g., support CSR cause, donate, volunteer, share on social media) toward the sports league. Theoretical implications for fit, construal level theory, and CSR impact as well as implications for sport communication practitioners are discussed.

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Strategic Nonprofit Communication: Effects of Cross-Sector Corporate Social Responsibility (CSR) Alliances on Nonprofits and the Mediating Role of Social-Objectives Achievement and Consumer Brand Identification

Cited by 15 publications

References 74 publications

Corporate Social Responsibility and Brand Loyalty in Punjab's Banking Sector: Exploring the Mediating Role of Corporate Branding

Corporate Social Responsibility and Brand Loyalty in Punjab's Banking Sector: Exploring the Mediating Role of Corporate Branding

The influence of CSR performance, brand identification and customer satisfaction in developing customer engagement and loyalty

Greening Professional Sport: How Communicating the Fit, Proximity, and Impact of Sustainability Efforts Affects Fan Perceptions and Supportive Intentions

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