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The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference
Liu,Matthew Tingchi1; Wong,Ipkin Anthony2; Shi,Guicheng3; Chu,Rongwei4; Brock,James L.5
2014-05-06
Source PublicationJournal of Services Marketing
ISSN08876045
Volume28Issue:3Pages:181-194
AbstractPurpose – This paper aims to investigate how corporate social responsibility (CSR) performance (i.e. to the environment, society and stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality on the relationship between CSR performance and brand preference is also studied. Design/methodology/approach – In 2011, 243 valid responses to questionnaire surveys were collected from a convenience sample in China. Regression analyses were used to test the hypotheses. Findings – Customers’ brand preference can be enhanced by CSR performance. Performance in each of the three CSR domains (i.e. environment, society and stakeholders) positively impacts brand preference, although to different degrees. The impact of CSR on stakeholders has the strongest influence on Chinese customers’ brand preference among the three CSR domains. Perceived brand quality was found to be a mediator of the relationship between CSR performance and brand preference. Research limitations/implications – This research studies the relationship between CSR performance and brand preference. Results show CSR performance is not the strongest predictor of branding outcomes, its explanatory power is comparatively weaker than that of perceived brand quality. Additionally, we found a mediating effect of perceived brand quality on the relationship between CSR performance and brand preference. Practical implications – Brands can be more attractive to Chinese consumers when brands take appropriate investments in CSR activities. A socially responsible brand is not guaranteed to yield a competitive advantage. Instead a competitive advantage will more likely result through the employment of the appropriate CSR strategies, with a focus on stakeholders’ interests. Originality/value – The current research contributes to the literature by finding that not all CSR activities are equally effective. Customers in emerging markets still appear to be focused more on the quality of brands and, to some extent, stakeholder CSR practice, as these provide direct benefits to customers. Findings of this study also support the notion that Chinese consumers are beginning to use CSR information to evaluate brands.
KeywordBrand preference CSR performance Hotel Perceived brand quality
DOI10.1108/JSM-09-2012-0171
URLView the original
Language英语
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Cited Times [WOS]:48   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionUniversity of Macau
Corresponding AuthorShi,Guicheng
Affiliation1.Marketing Department,FBA,University of Macau,,Taipa, Macau,Macao
2.Institute for Tourism Studies,Colina de Mong-Ha,,Macau,Macao
3.Marketing Department,Macau University of Science and Technology,,Cotai, Macau,Macao
4.Management School,Fudan University,,Shanghai,China
5.School of Business,Pacific Lutheran University,,Tacoma,United States
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Liu,Matthew Tingchi,Wong,Ipkin Anthony,Shi,Guicheng,et al. The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference[J]. Journal of Services Marketing,2014,28(3):181-194.
APA Liu,Matthew Tingchi,Wong,Ipkin Anthony,Shi,Guicheng,Chu,Rongwei,&Brock,James L..(2014).The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference.Journal of Services Marketing,28(3),181-194.
MLA Liu,Matthew Tingchi,et al."The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference".Journal of Services Marketing 28.3(2014):181-194.
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