企业社会责任和营销概念作为商业战略的整合:来自基于sem的多变量和Toda-Yamamoto因果模型的证据

IF 7.6 1区 经济学 Q1 ECONOMICS
D. Štreimikienė, Rizwan Raheem Ahmed
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引用次数: 23

摘要

研究背景:本文通过考察以往的研究如何将企业社会责任作为一种商业战略进行分解,将市场营销和企业社会责任概念相结合。这一讨论从学术界延伸到商业实践。因此,本研究以多因素的方式调查了企业社会责任作为营销领域的一种商业战略的概念。本文的目的:本研究评估了企业社会责任倡议作为商业和营销策略的修正模型及其对客户购买行为的影响。为此,我们将卡罗尔的企业社会责任金字塔作为营销策略。我们还研究了品牌忠诚度和原因相关营销作为中介变量的影响,以及技术作为卡罗尔金字塔维度与客户购买行为之间的调节因素的影响。方法:我们采用修正的理论和概念模型来评估直接和间接假设关系。我们从结构化和调整后的问卷中收集了693份回复。这项调查是在亚洲哥白尼经济协会的营销和高级管理人员中进行的,12(1),125–157 126制药行业。我们采用基于SEM的多变量建模来检验假设的关系。研究结果和附加值:本研究的发现表明,卡罗尔社会责任金字塔的维度对客户的购买行为有积极而显著的影响。研究结果进一步表明,品牌忠诚度和原因相关营销对企业社会责任维度与顾客购买行为之间的中介作用具有正向显著影响。最后,技术作为外生因素和内生因素之间的调节因子具有显著影响。所进行的研究显示了重要的理论和实践意义。修改后的概念框架为未来的研究人员在不同的经济部门使用和复制提供了几个新的维度。另一方面,制药行业的从业者应该将卡罗尔的企业社会责任金字塔作为商业战略,以获得客户的信任和尊重。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models
Research background: This paper integrates the marketing and corporate social responsibility concepts by investigating how the previous studies de-bated CSR as a business strategy. This discussion extended from academics to business practices. Hence, this study investigated the concept of CSR as a business strategy in a multifactorial fashion in the marketing field. Purpose of the article: This study evaluates the modified model of CSR initiatives as business and marketing strategy and their impact on customers' buying behavior. For this purpose, we have taken dimensions of Carroll's pyramid of CSR as marketing strategies. We have also examined the influence of brand loyalty and cause-related marketing as mediating variables and technology as a moderator between dimensions of Carroll's pyramid and customers' buying behavior. Methods: We employed modified theoretical & conceptual model for evaluating the direct and indirect hypothesized relationship. We have collected 693 responses from the structured and adapted questionnaire. The survey was done among marketing and senior managers of the Asian Oeconomia Copernicana, 12(1), 125–157 126 pharmaceutical industry. We employed SEM-based multivariate modeling to examine the hypothesized relationship. Findings & value added: The finding of this research exhibited that dimensions of Carroll’s pyramid of CSR have a positive and significant impact on customers' buying behavior. The results further demonstrated that brand loyal-ty and cause-related marketing positively and significantly impact mediators between CSR dimensions and customers’ buying behavior. Finally, the technology has a significant influence as a moderator between exogenous and endogenous factors. The undertaken study demonstrated important theoretical and practical implications. The modified conceptual framework has provided several new dimensions for future researchers to use and replicate in different economic sectors. On the other hand, practitioners of the pharmaceutical industry should incorporate Carroll's CSR pyramid as business strategies to gain the trust and respect of their customers.
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来源期刊
CiteScore
13.70
自引率
5.90%
发文量
26
审稿时长
24 weeks
期刊介绍: The Oeconomia Copernicana is an academic quarterly journal aimed at academicians, economic policymakers, and students studying finance, accounting, management, and economics. It publishes academic articles on contemporary issues in economics, finance, banking, accounting, and management from various research perspectives. The journal's mission is to publish advanced theoretical and empirical research that contributes to the development of these disciplines and has practical relevance. The journal encourages the use of various research methods, including falsification of conventional understanding, theory building through inductive or qualitative research, first empirical testing of theories, meta-analysis with theoretical implications, constructive replication, and a combination of qualitative, quantitative, field, laboratory, and meta-analytic approaches. While the journal prioritizes comprehensive manuscripts that include methodological-based theoretical and empirical research with implications for policymaking, it also welcomes submissions focused solely on theory or methodology.
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