The Mediating Relationship of Customer Satisfaction Between Brand Trust, Brand Social Responsibility Image with Moderating Role of Switching Cost

Umar, Arslan; Bahrun, Rohaizat

doi:10.1166/asl.2017.10015

Cited by 7 publications

(8 citation statements)

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“…The research findings strongly support the strategic significance of brand social responsibility in cultivating customers' favorable perceptions and attitudes. This aligns with the findings of a previous study by Umar and Bahrun (2017), which underscored that, in a fiercely competitive market, brand social responsibility should be regarded as a strategic measure to foster customer loyalty through the promise of value propositions. In light of these study results, brand social responsibility signifies a sense of accountability and responsibility of beverage companies in their ethical behavior, demonstrating a greater concern for society's welfare and wellbeing.…”

Section: Discussionsupporting

confidence: 90%

“…While a significant body of literature has focused on consumers' perceptions of business firms' social responsibility activities (Grohmann and Bodur, 2015), there is still a dearth of research on consumers' perception of brand social responsibility (He et al, 2016;Umar and Bahrun, 2017). Brand social responsibility, in this context, refers to individuals' perceptions of a product brand's practices and voluntary activities that contribute to the improvement of social welfare and societal well-being (Dincer and Dincer, 2012;Umar and Bahrun, 2017). Despite the valuable insights gained from the extensive study of CSR, it is important to focus on social responsibility at the product brand level, as consumers' perceptions of brand social responsibility may significantly differ from those of CSR (Amani, 2022).…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

“…Depending on the branding approach, social responsibility initiatives may vary for each product. For instance, Dincer and Dincer (2012), Grohmann and Bodur (2015) and Umar and Bahrun (2017) argues the perceived level of social responsibility is expected to be higher in firms with a house of brands or mixed branding strategy, where the individual product brands are likely to have distinct CSR initiatives and independent identities. Conversely, in firms with a monolithic branding strategy, consumers may perceive less emphasis on brand-specific social responsibility due to the strong association with the overall corporate entity.…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

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The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry

Amani

2023

EJMS

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PurposeThe current study was developed in response to the profound impact of ethical practices on the beverage industry. It aims to examine the mediating role of perceived brand trustworthiness in the relationship between brand social responsibility and brand positioning in the Tanzanian beverage industry.Design/methodology/approachThe study adopted a post-positivist approach, as it encompasses a deterministic perspective where causes are believed to determine outcomes or effects. The study focused on customers of two major beverage companies in Tanzania, namely Coca-Cola and Pepsi. Data were collected from 458 customers and analyzed using structural equation modeling.FindingsThe findings indicate that brand social responsibility serves as a valuable intangible asset, capable of establishing a competitive edge when integrated into the value proposition. Additionally, the results reveal that brand trustworthiness plays a mediating role in the connection between brand social responsibility and brand positioning.Research limitations/implicationsThe study employed a convenience sampling technique; hence, generalization of the findings should be approached with caution.Originality/valueThis study represents one of the few scholarly endeavors that explore the role of social responsibility at the product brand level in establishing brand positioning. By doing so, it contributes to the advancement of knowledge concerning the impact of brand social responsibility on building competitiveness within the context of today's competitive business environment.

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Section: Discussionsupporting

confidence: 90%

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

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The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry

Amani

2023

EJMS

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“…Several scholars have examined the relationship between BT and customer satisfaction. They found that BT and customer satisfaction are positively related ( Liao et al, 2011 ; Umar and Bahrun, 2017 ; Diputra and Yasa, 2021 ). In their theory of engagement, Pansari and Kumar (2017) posited that a positive/negative customer experience affects the level of satisfaction.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

et al. 2022

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Drawing on the theory of engagement, the present study aims to examine the outcomes of the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end, the current research links the relationship marketing literature to hospitality and tourism research and formulates a novel framework by incorporating tourists’ co-creation experience, brand evangelism, brand trust, and brand passion in an integrated conceptual model. Using a quantitative research design, a total of 453 international tourists were surveyed in China. The findings revealed that co-creation experience dimensions positively impact brand evangelism, trust, and passion. Additionally, we found that brand trust and brand passion positively affect brand evangelism. We also confirmed the mediating effect of brand trust and brand passion in bridging the co-creation experience and brand evangelism. This study offers valuable insights for restaurant brand managers regarding attracting and engaging foreign travelers with their service businesses.

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“…Past researcher, Hussain (38), shows the mediating effect of customer satisfaction between service quality and brand loyalty in airlines industry. Further, customer satisfaction is studied as a significant mediator between brand trust, and brand loyalty (39). It was to show that the impact of service quality on brand loyalty was significantly different (higher) from the impact of service quality on brand loyalty when customer satisfaction was controlled.…”

Section: Service Quality and Customer Loyaltymentioning

confidence: 99%

Service Quality as Drivers of Customer Loyalty and Intention to Switch: Modeling the Mediating Effect of Customer Satisfation

Ariffin¹,

Yaakop²,

Isa³

et al. 2018

IJET

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The following study examines relationship of service quality, customer satisfaction, customer loyalty and consumers’ intentions to switch among finance and insurances consumers in Klang Valley area. Although many researchers have studied of service quality, customer satisfaction, customer loyalty and intention to switch, limited studies explore customer satisfaction as mediating role in the model. The present study proposes SERVQUAL model as indicator to determine the customer satisfaction among finance and insurances consumer. Stratified random sampling technique will be employed in the present study. Data collected also will be analyzed using the Smart PLS (Partial Least Square) to answer the hypothesis. It is believed that the mediating role of customer satisfaction is a promising area to explore and the potential to provide significant benefit to the finance and insurance institution.

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The Mediating Relationship of Customer Satisfaction Between Brand Trust, Brand Social Responsibility Image with Moderating Role of Switching Cost

Cited by 7 publications

References 0 publications

The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry

The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

Service Quality as Drivers of Customer Loyalty and Intention to Switch: Modeling the Mediating Effect of Customer Satisfation

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