Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/30103
Title: | Green CSR and brand attitude : the role of stereotype content model |
Authors: | Balqiah, Tengku Ezni |
Keywords: | Social responsibility of business -- Indonesia Brand loyalty -- Indonesia Customer loyalty -- Indonesia Performance |
Issue Date: | 2018 |
Publisher: | University of Piraeus. International Strategic Management Association |
Citation: | Balqiah, T. E. (2018). Green CSR and brand attitude : the role of stereotype content model. European Research Studies Journal, 21(1), 230-249. |
Abstract: | This study examines the efficacy of Corporate Social Responsibility motives (CSR-m) and Corporate Ability (CA) in developing Brand Attitude (BA) and Customer Loyalty (CL). A Stereotype Content Model (SCM), i.e., a concept of perception toward citizens of other countries in the warm and competence dimension, was used as a moderating variable that affects the relationship among CSR-m, CA, and BA. The survey was conducted in Jakarta, the capital city of Indonesia, in regard to two global brands: Coca-Cola and Toyota. The 173 respondents were customers of those two brands. The data were analyzed with factor analysis, multiple regression, and t-independent tests. The results revealed differences between these two global brands, which have a direct impact on CSR-m on BA but with different motives. Also, it was revealed that SCM moderates the influence of CSR-m toward BA. The implication of this study is CSR-m enhanced BA; therefore, companies must properly choose and manage their type of CSR to increase business performance. |
URI: | https://www.um.edu.mt/library/oar//handle/123456789/30103 |
Appears in Collections: | European Research Studies Journal, Volume 21, Issue 1 |
Files in This Item:
File | Description | Size | Format | |
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ERSJ,_21(1)_-_A20.pdf | 389.2 kB | Adobe PDF | View/Open |
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