The impact of CSR on consumer-corporate connection and brand loyalty

Abstract

This paper examined whether companies' health Corporate Social Responsibility (CSR) activities-CSR activities concerning health and well-being of mothers and children-had impacts on perceived quality of life, consumers' brand attitude, and customers' loyalty, with subjective well-being served as moderating variable. The research used both exploratory and conclusive research. Surveys were conducted in two cities in Indonesia, Makassar and Surabaya. Respondents of this research were from two different groups. The first group was composed of customers of three companies operating in Indonesia. The companies were Pertamina, Danone-Aqua, and Frisian Flag. The second group was composed of community members in the area where the health CSR activities were conducted. The total number of respondents were 240 respondents, consists of 90 customers and 30 community members from each city. The data was analyzed using multiple regressions to test 9 research hypotheses. The results showed that there were different perceived motivations from different CSR activities of the three companies, and these motivations had different paths to influence social and business performance of the companies.

The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development

“…Brown and Dacin () observed that corporate competence is a function of the expertise of employees, the superiority of internal research and development and the resulting technological innovation, manufacturing expertise, customer orientation and industry leadership (Moon et al, , p. 524). Evidence suggests that when consumers perceive a company's corporate competence positively they will form positive attitudes toward the company and its products.…”

“…The self-brand connection was defined as the extent to which consumers reflect their ego concepts in a brand (Choi & Park, 2011;Moon et al, 2015 ;Swaminathan et al, 2007). The self-brand connection was measured by seven items after modifying question items that were used in the existing literature (Moon et al, 2015;Swaminathan et al, 2007).…”

“…The self-brand connection was defined as the extent to which consumers reflect their ego concepts in a brand (Choi & Park, 2011;Moon et al, 2015 ;Swaminathan et al, 2007). The self-brand connection was measured by seven items after modifying question items that were used in the existing literature (Moon et al, 2015;Swaminathan et al, 2007). Self-identification with a brand was defined as the level of similarity between the brand and a consumer's ego image and it was measured using three items (Bhattacharya & Sen, 2004;Mael & Ashforth, 1992).…”

“…A firm introducing the CSV strategy might, however, generate argumentation and controversy. Although the CSV concept has a certain intuitive power that makes it seem theoretically valuable (Bosch-Badia, Montllor-Serrats, & Tarrazon, 2013;Moon, Lee, & Oh, 2015), it has also provoked considerable debate (Aakhus & Bzdak, 2012;Corazza et al, 2017;Crane et al, 2014;Dembek, Singh, & Bhakoo, 2016;Denning, 2011).…”

Actions of social responsibility in creating the brand image of a service organization

“…In many sources of information authors are concerned about the impact of CRS on brand and customer relationships (Liu, Wong, Shi, Chu, Brock, 2014;Kuo-Fang, Yan, Kuang-Wei, 2014;Khojastehpour, Johns, 2014;Moon, Lee, Oh, 2015;Fatma, Rahman, Khan, 2015;Wolf, Issa, Thiel, 2014;Pogorzelski, 2015;Wang, Korschun, 2015). However, studies on the impact on brand image have not been met.…”