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| Author: | He, H. Li, Y. |
| Title: | CSR and service brand: the mediating effect of brand identification and moderating effect of service quality |
| Journal: | Journal of Business Ethics
2011 : JUN, VOL. 100:4, p. 673-388 |
| Index terms: | brands brand loyalty service quality mobile technology non-profit organizations consumer behaviour social responsibility corporate responsibility |
| Freeterms: | CSR |
| Language: | eng |
| Abstract: | This paper studies the mediating effect of brand identification and the moderating effect of service quality (SQ) on the impacts of corporate social responsibility (CSR) association on service brand performance. A survey was conducted to mobile telecommunications service customers. The findings indicate that both CSR and SQ directly affect brand identification and customer satisfaction and indirectly affect customer satisfaction (via brand identification) and service brand loyalty (via customer satisfaction and 'brand identification/customer satisfaction'). Moreover, SQ enhances the CSR's effect on brand identification. Three viewpoints of service brand performance - CSR association, SQ, and brand identification - are incorporated into one general framework underlining (a) the mediating role of brand identification to forecast customer satisfaction and service brand loyalty; and (b) the interactive influence of CSR and SQ in predicting brand identification. |
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