{"title":"企业社会责任对品牌忠诚的影响:企业声誉的调节作用和品牌形象的中介作用","authors":"Saba Qasim, M. Siam, M. Sarkawi","doi":"10.18488/JOURNAL.1007/2017.7.10/1007.10.251.259","DOIUrl":null,"url":null,"abstract":"Corporate Social Responsibility (CSR) is viewed as a good marketing tool due to its significant influence on customers? practices. The purpose of this study is to investigate the indirect effect of various measurements of CSR on brand loyalty. The study focus on indirect relationship of CSR on brand loyalty mediated with brand image and the study moderates corporate reputation. This is a conceptual paper based on an indirect relationship of CSR on brand loyalty. This article may provide evidence of an indirect relationship between CSR and brand loyalty through the moderating role of corporate reputation and mediated brand images. Our findings indicate that legal and ethical responsibilities, as two main dimensions of CSR, improve brand loyalty through brand images. Moreover, fulfilments of legal and ethical responsibilities play different roles in improving a brand loyalty. This article is an important step in research on the indirect relationship between CSR and brand loyalty and also it mediates brand image as moderated with corporate reputation.","PeriodicalId":426560,"journal":{"name":"Asian Journal of Empirical Research","volume":"8 1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2017-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"The effect of CSR on brand loyalty: the moderating role of corporate reputation and mediates the brand image\",\"authors\":\"Saba Qasim, M. Siam, M. Sarkawi\",\"doi\":\"10.18488/JOURNAL.1007/2017.7.10/1007.10.251.259\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Corporate Social Responsibility (CSR) is viewed as a good marketing tool due to its significant influence on customers? practices. The purpose of this study is to investigate the indirect effect of various measurements of CSR on brand loyalty. The study focus on indirect relationship of CSR on brand loyalty mediated with brand image and the study moderates corporate reputation. This is a conceptual paper based on an indirect relationship of CSR on brand loyalty. This article may provide evidence of an indirect relationship between CSR and brand loyalty through the moderating role of corporate reputation and mediated brand images. Our findings indicate that legal and ethical responsibilities, as two main dimensions of CSR, improve brand loyalty through brand images. Moreover, fulfilments of legal and ethical responsibilities play different roles in improving a brand loyalty. This article is an important step in research on the indirect relationship between CSR and brand loyalty and also it mediates brand image as moderated with corporate reputation.\",\"PeriodicalId\":426560,\"journal\":{\"name\":\"Asian Journal of Empirical Research\",\"volume\":\"8 1 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2017-10-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"4\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asian Journal of Empirical Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.18488/JOURNAL.1007/2017.7.10/1007.10.251.259\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Empirical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.18488/JOURNAL.1007/2017.7.10/1007.10.251.259","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The effect of CSR on brand loyalty: the moderating role of corporate reputation and mediates the brand image
Corporate Social Responsibility (CSR) is viewed as a good marketing tool due to its significant influence on customers? practices. The purpose of this study is to investigate the indirect effect of various measurements of CSR on brand loyalty. The study focus on indirect relationship of CSR on brand loyalty mediated with brand image and the study moderates corporate reputation. This is a conceptual paper based on an indirect relationship of CSR on brand loyalty. This article may provide evidence of an indirect relationship between CSR and brand loyalty through the moderating role of corporate reputation and mediated brand images. Our findings indicate that legal and ethical responsibilities, as two main dimensions of CSR, improve brand loyalty through brand images. Moreover, fulfilments of legal and ethical responsibilities play different roles in improving a brand loyalty. This article is an important step in research on the indirect relationship between CSR and brand loyalty and also it mediates brand image as moderated with corporate reputation.