The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference A case study:iran insurance in azarbaijan

سال انتشار: 1395
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 857

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شناسه ملی سند علمی:

OICONFERENCE01_338

تاریخ نمایه سازی: 16 شهریور 1395

چکیده مقاله:

Purpose – 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 CSRperformance and brand preference is also studied . In 2115, 334 valid responses to questionnaire surveys were collected from a convenience sample in iran- azarbaijan Regression analyses were used to test the hypotheses. 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 azarbaijan 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. This research studies the relationship between CSR performance and brand preference. Additionally, we found a mediating effect of perceived brand quality on the relationship between CSR performance and brand preference. Brands can be more attractive to azarbaijan consumers when brands take appropriate investments in CSR activities. Asocially responsible brand is not guaranteed to yield a competitive advantage. Instead a competitive advantage will more likely result through theemployment of the appropriate CSR strategies, with a focus on stakeholders’ interests.

نویسندگان

Esmail pouran

Department of accounting/ management, sanandaj Branch,islamic Azad university, Sanandaj, Iran.

Babak nejad bahman

Department of accounting/ management,tabriz science and research Branch,islamic Azad university, tabriz, Iran

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