The role of passengers’ involvement in cause related marketing: Moderated mediation effects of brand attitude and brand consciousness in the airline industry

Kim, Soojung; Jang, Jinju; Kim, Insin

doi:10.1080/15568318.2021.1914788

Cited by 12 publications

(7 citation statements)

References 81 publications

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“…In the context of "stakeholder", there is a trend towards adopting more collaborative approaches to CSR, where stakeholders play a more active role in shaping CSR policies and practices [75][76][77][78]. The link between "consumers" and "brand" implies an increasing interest in how CSR initiatives influence consumer behavior, brand perception, and loyalty [79][80][81][82]. There is an emerging focus on personalizing CSR efforts to align with consumer values and expectations.…”

Section: Emerging Trendsmentioning

confidence: 99%

Corporate Social Responsibility Trends in the Airline Industry: A Bibliometric Analysis

Sorsa,

Bona-Sánchez

2024

Sustainability

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The aim of this study is to perform a bibliometric analysis of corporate social responsibility (CSR) research in the airline industry, underscoring current developments and future trends. Utilizing open-source R software (version 4.2.3), including the Bibliometrix R library (version 4.1.4) and VOSviewer (version 1.6.20), this study notes a significant rise in CSR research. It highlights influential studies, leading scholars, and key journals in the field. The co-word analysis shows CSR’s impact on efficiency, value, employee perceptions, and customer loyalty. Post-COVID trends indicate an expanded focus on health, safety, and environmental, social, and governance (ESG) factors. The research suggests a shift towards integrated CSR strategies in the airline industry, emphasizing sustainability, stakeholder inclusion, and transparent reporting. This shift marks a movement towards more comprehensive and effective CSR approaches in stakeholder communication.

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Section: Emerging Trendsmentioning

confidence: 99%

Corporate Social Responsibility Trends in the Airline Industry: A Bibliometric Analysis

Sorsa,

Bona-Sánchez

2024

Sustainability

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“…Several empirical studies have suggested that airlines' CSR activities can influence positive customer responses, such as behavioral and attitudinal loyalty [34][35][36][37][38][39][40], purchase and pay intentions [41], and positive word of mouth (WOM) [42]. As passengers are becoming increasingly eco-conscious and more aware of the environmental harm caused by the airline industry [43], airlines' CSR is a critical driver of not only behavioral and cognitive outcomes for the airline industry but also positive emotions toward brands.…”

Section: Airlines' Csrmentioning

confidence: 99%

“…Extensive studies have reported the positive impacts of service quality on customers' satisfaction and positive evaluation [40,50]. For example, Farooq et al [51] reveal that, for Malaysia Airlines, customer satisfaction is strongly affected by airline tangibles, personnel services, airline image, and empathy.…”

Section: Quality Attributesmentioning

confidence: 99%

Airline CSR and Quality Attributes as Driving Forces of Passengers’ Brand Love: Comparing Full-Service Carriers with Low-Cost Carriers

Kim

Hwang

2023

Sustainability

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Consumers’ increased awareness of social and environmental issues encourages airlines to implement corporate social responsibility (CSR); however, the effectiveness of CSR according to airline type remains unclear. This study examines the roles of CSR and service quality in enhancing passengers’ brand love in the airline industry and explores the moderating role of airline type on the CSR–brand love and service quality–brand love relationships. To test the theoretical model, we conducted a web-based survey with 426 participants who were knowledgeable about the CSR activities of the airline companies that they had recently used. Based on the survey responses, the structural equation modeling results revealed the salient roles of both CSR and service quality in creating passengers’ brand love, which, in turn, significantly contributed to positive word of mouth. Moreover, airline type significantly moderated the effect of airlines’ CSR on brand love. Based on these findings, we provide academic implications and practical strategies by airline type.

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“…Brand consciousness is defined as consumer's deliberate inclination to purchase branded and well-known goods and products as they are deemed to be a superior mode of selfexpression (Kim et al, 2021). Brand conscious consumers find branded products to be highly Gulf countries desirable (Bakhshian et al, 2019).…”

Section: Brand Consciousness and Attitudementioning

confidence: 99%

Factors predicting young consumers’ purchase intention of non-deceptive counterfeit: evidence from Gulf countries

Al Balushi,

Alam,

Fadlalla

2023

JIMA

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Purpose This study aims to assess both internal and external factors that impact consumer attitudes and intentions with regard to the purchase of non-deceptive counterfeits. More specifically, this study examines the impact of integrity, brand consciousness, performance risk and social risk on the attitude and in turn on the purchase intention of consumers towards non-deceptive counterfeits. Design/methodology/approach A total of 679 valid responses from the university students in two different Gulf countries, namely, Oman (264) and Qatar (415) were gathered through a self-administered structured questionnaire and analysed through partial least square‐structural equation modeling. Findings All the predictors of consumer attitude appeared significant in both country samples except integrity. However, brand consciousness appeared insignificant in the sample of Oman. In addition, Purchase intention towards the non-deceptive counterfeits was significantly predicted by attitude and subjective norm in both samples. Originality/value In the domain of non-deceptive counterfeit literature, the findings of the study will substantially add value. Particularly, in the Gulf country context, the impact of internal psychological and external risk factors on the attitude and purchase intention of non-deceptive counterfeits will enhance the insights of existing literature and extend and proof the robustness of the theory of reasoned action.

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The role of passengers’ involvement in cause related marketing: Moderated mediation effects of brand attitude and brand consciousness in the airline industry

Cited by 12 publications

References 81 publications

Corporate Social Responsibility Trends in the Airline Industry: A Bibliometric Analysis

Corporate Social Responsibility Trends in the Airline Industry: A Bibliometric Analysis

Airline CSR and Quality Attributes as Driving Forces of Passengers’ Brand Love: Comparing Full-Service Carriers with Low-Cost Carriers

Factors predicting young consumers’ purchase intention of non-deceptive counterfeit: evidence from Gulf countries

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