The Interference Effect of Perceived CSR on Relationship Model of Brand Image

Shwu-Ing Wu

doi:10.5539/ijbm.v10n10p35

Abstract

In recent years, both business enterprises and society at large have begun to assign significant value to corporate social responsibility (CSR), and consumer health has come to be an important factor in this regard. This study therefore explores whether different levels of awareness of CSR result in differences in the relationships among brand image, brand attitude, satisfaction and repurchase intention, as well as their intensity. Fast-food chain MOS Burger is used as a case study. In addition, the interference effect of consumer’s awareness of CSR on the brand image relational model is analyzed. In order to achieve the above goal, a consumer survey was conducted in Taiwan, from which 535 valid questionnaires were collected. The average value of consumer awareness of CSR was used to categorize respondents into two groups. SEM (structural equation modeling) analysis showed that the impact of experiential image on brand attitude was significantly stronger among consumers with low awareness of CSR, as compared to those who were highly aware of CSR. This suggested that CSR has a partial interference effect. These results can serve as reference for companies in making CSR-related decisions and formulating brand strategies.

Highlights

Corporate social responsibility (CSR) has received significant attention in recent years as businesses have sought to create favorable images for themselves by fulfilling their social responsibilities
The influence of the three brand images on brand attitude, satisfaction and repurchase intention was examined in order to build the relational model
The results showed that satisfaction and repurchase intention are primarily influenced by functional image

Summary

Introduction

Corporate social responsibility (CSR) has received significant attention in recent years as businesses have sought to create favorable images for themselves by fulfilling their social responsibilities. Companies are gradually realizing that exhibiting CSR is vital to their commercial success (Kotler & Lee, 2005); (2). Companies believe that fulfilling CSR will meet with public approval (Kotler & Lee, 2005); (4). Fulfilling CSR can create goodwill for companies and encourage greater contribution from staff (McWilliams & Siegel, 2001); (6). Companies can enhance their brand image and build stronger reputations by exhibiting CSR (Fombrun & Shanley, 1990)

Methods

Findings

Discussion

Conclusion