THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND EQUITY AND BRAND LOYALTY WITH BRAND REPUTATION AS A MEDIATING VARIABLE
Abstract
This research aims to analyze the positive influence of Corporate Social Responsibility on Brand Reputation at PT. Astra International Tbk, to analyze the positive influence of Corporate Social Responsibility on Brand Equity at PT. Astra International Tbk, to analyze the positive influence of Corporate Social Responsibility on Brand Loyalty at PT. Astra International Tbk, to analyze the positive influence of Brand Reputation on Brand Equity at PT. Astra International Tbk, to analyze the positive influence of Brand Reputation on Brand Loyalty at PT. Astra International Tbk, to analyze whether Brand Reputation can mediate the influence of Corporate Social Responsibility on Brand Equity at PT. Astra International Tbk, and to analyze whether Brand Reputation can mediate the influence of Corporate Social Responsibility on Brand Loyalty at PT. Astra International Tbk. This research uses a quantitative study approach with data collection through a questionnaire from 210 respondents. The population in this study is consumers of PT. Astra International Tbk who are aware of the company's Corporate Social Responsibility program. The analytical method used in this study is partial least squares (PLS) and the data processing is done using Smart-PLS 3 software.
Keywords
Full Text:
PDFReferences
Altaf, M., Iqbal, N., Mokhtar, S. S. M., & Sial, M. H. (2017). Managing Consumer-Based Brand Equity through Brand Experience in Islamic Banking. Journal of Islamic Marketing, 8(2), 218–242. https://doi.org/10.1108/JIMA-07-2015-0048
Asnawi, N. & Sukoco, B. M.. (2019). The Role of Service Quality Within Indonesian Customers Satisfaction and Loyalty and Its Impact on Islamic Banks. Journal of Islamic Marketing, 11(1), 192–212. https://doi.org/10.1108/JIMA-03-2017-0033.
Astono, A. D., Astuti, W., & Respati, H. (2021). The Effect of Reputation And Competence on Customer Loyalty Through Customer Trust. International Journal of Global Accounting, Management, Education, and Entrepreneurship, 1(2), 90–99. https://doi.org/10.33642/ijbass.v6n5p6
Bhalla, Nandini; Overton, Holly K. (2019). Examining cultural impacts on consumersâ environmental CSR outcomes. Corporate Communications: An International Journal, 24(3), 569–592. doi:10.1108/ccij-09-2018-0094
Cha, M.-K.; Yi, Y.; Bagozzi, R. P. (2015). Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty. Cornell Hospitality Quarterly, (), 1938965515620679–. doi:10.1177/1938965515620679
Chapleo, C. (2015). Internal branding, internal communications and sensemaking: Theoretical and empirical connections. Journal of Marketing Communications, 21(2), 114-126.
Chen et al. (2022). The Impact of Hotel Customer Engagement and Service Evaluation on Customer Behavior Intention: The Mediating Effect of Brand Trust. Frontiers in Psychology. Volume 13
Coelho, Pedro Simões; Rita, Paulo; Santos, Zélia Raposo (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43(), 101–110. doi:10.1016/j.jretconser.2018.03.011
El-Kassar et al., 2019. A.-N. El-Kassar, D. Makki, M.A. Gonzalez-Perez Student-university identification and loyalty through social responsibility: a cross-cultural analysis Int. J. Educ. Manag., 33 (1) (2019), pp. 45-65.
Field, A. (2016). Discovering statistics using IBM SPSS statistics (5th ed.). Sage.
Foroudi, P. (2019). Examining the role of customer experience in building brand reputation. Journal of Product and Brand Management, 28(4), 449-461. doi: 10.1108/JPBM-05-2018-1871
Ghozali, I., & Latan, H. (2015). Partial least squares: konsep, teknik dan aplikasi menggunakan program smartPLS 3.0 untuk penelitian empiris. Semarang: Universitas Diponegoro.
Grubor, A., Ognjenović, K., & Končar, J. (2020). The impact of CSR on business performance: Evidence from Serbia. Sustainability, 12(12), 5008. doi: 10.3390/su12125008
Gul, S., Ullah,iI., Gul, H., & Rasheed, S. (2020). The FactorsmAffecting Dividend Policy: Empirical Studynfrom Pharmaceutical’siCompanies inmPakistan (PSX). European Journal of Business and Management Research, 5(5), 1–6. https://doi.org/10.24018/ejbmr.2020.5.5.464i
Gürlek, M., Düzgün, M. & Meydan Uygur, N. (2017). The impact of corporate social responsibility on brand loyalty: The mediating effect of customer satisfaction. Journal of Accounting and Finance, 17(74), 68-83.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd Ed., Sage: Thousand Oaks
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135
Hwang, Eunhee & Joo. (2016). Effectiveness of Non-Pharmacological Intervention for Insomnia: A Systematic Review and Meta-Analysis. Korea : Department of Nursing, Wonkwang University
Ibrahim, B. (2021). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management. Volume 28(1).
Iqbal, Jawad; Malik, Mehak; Yousaf, Saira; Yaqub, Rana Muhammad Shahid (2020). Brand Reputation, Brand Experience, and Electronic Word of Mouth Toward Smartphone: Investigating the Mediating Role of Brand Love. Journal of Public Affairs, (), –. doi:10.1002/pa.2455
Jamshidi, D., Keshavarz, Y., Kazemi, F. and Mohammadian, M. (2018), "Mobile banking behavior and flow experience: An integration of utilitarian features, hedonic features and trust", International Journal of Social Economics, Vol. 45 No. 1, pp. 57-81. https://doi.org/10.1108/IJSE-10-2016-0283
Kim, S. & Lee, S. A. (2020). The Role of Marketing Communication Mix on Korean Customers' Coffee Shop Brand Evaluations. Journal of Hospitality and Tourism Insights, 3(3), 291309. https://doi.org/10.1108/JHTI-07-2019-0097.
Kim, S. (2021). Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion. Journal of Business Research, 137, 267-277.
Kotsi, Filareti; Pike, Steven; Gottlieb, Udo (2018). Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia. Tourism Management, 69(), 297–306. doi:10.1016/j.tourman.2018.06.019
Kumar, V.; Christodoulopoulou, Angeliki (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6–15. doi:10.1016/j.indmarman.2013.06.008
Lacey, R., Kennett-Hensel, P.A., & Manolis, C. (2015). Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature. Journal of the Academy of Marketing Science, 43(3), 315-332.
Lin, C. F., & Yang, Y. F. (2017). The influence of corporate social responsibility on brand equity: The mediating role of brand reputation. Journal of Business Research, 81, 141-149.
Lin, C. P., Huang, Y. C., & Chen, C. H. (2019). Identifying online game loyalty based on attitude and behavior approach: A perspective of perceived value and satisfaction. Telematics and Informatics, 37, 1-10. doi: 10.1016/j.tele.2019.05.001
Loureiro, S. M. C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product and Brand Management, 25(6), 516–526. ttps://doi.org/10.1108/JPBM-06-2015-0919
Mahmood, T., Qaseem, S., Ali, Q. M., Ali, H. F., Humayon, A. A., & Gohar, A. (2018). The Impact of Brand Identification, Brand Equity, Brand Reputation on Brand Loyalty: Mediating Role of Brand Affect in Pakistan. Business and Management Research, 7(4), 46–52. https://doi.org/10.5430/bmr.v7n4p46
Makalew, A., Askary, S., Piroozfard, H., & Helms, M. M. (2016). The effect of brand reputation on brand loyalty: A comparative study of home appliance customers in Iran. Journal of Product & Brand Management, 25(2), 142-152. doi: 10.1108/JPBM-09-2015-0922.
Md. Noor, N. H. (2019). The impact of internal branding on brand equity: The case of Malaysian SMEs. Journal of Brand Management, 26(4), 398-409.
Mei, Y. (2021). The Impact of Brand Reputation on Brand Equity: An Empirical Study Based on Consumers in China. Journal of Economics, Business and Management, 9(3), 181-186. doi: 10.7763/JOEBM.2021.V9.902
Moraes, C., & Marinho-Araujo, C. M. (2019). Corporate social responsibility and brand equity: A bibliometric review of the literature. Journal of Business Research, 98, 366-377. doi: 10.1016/j.jbusres.2018.11.030
Nair, P. K., & Bhattacharyya, D. (2019). Corporate social responsibility, customer satisfaction, and brand equity: Evidence from Indian banks. International Journal of Bank Marketing, 37(3), 753-771. doi: 10.1108/IJBM-08-2017-0169
Nguyen & Khoa. (2019). Electronic Loyalty In Social Commerce: Scale Development and Validation. International Journal of Business. Volume 22(3).
Orazalin, N., dan Baydauletov, M. (2020). Corporate social responsibility strategy and corporate environmental and social performance: The moderating role of board gender diversity. Corp Soc Responsib Environ Manag. 1-13.
Parihar, P. & Dawra, J. (2020). The Role of Customer Engagement in Travel Services. Journal of Product & Brand Management, 29(7), 899911. https://doi.org/10.1108/JPBM-11-2018-2097.
Pérez‐Cornejo, Clara; Quevedo‐Puente, Esther; Delgado‐García, Juan Bautista (2019). Reporting as a booster of the corporate social performance effect on corporate reputation. Corporate Social Responsibility and Environmental Management, (), csr.1881–. doi:10.1002/csr.1881
Plewa, C., Korff, N., & Baade, P. D. (2016). Building brand reputation in intercollegiate sport: The role of university presidents. Sport Management Review, 19(3), 259-272.
Poh Ling Tan., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Heliyon, 8(4), e09266. doi: 10.1016/j.heliyon.2022.e09266.
Qasim, A., Afzal, H., Zaman, K., & Ali, A. (2017). Corporate social responsibility and brand reputation: A customer perspective. Journal of Cleaner Production, 162, 869-881.
Safeer et al. (2021). Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective. International Journal of Emerging Markets ahead-of-print(ahead-of-print).
Saleh, M. A., Quazi, A., Keating, B., & Gaur, S. S. (2017). Quality and Image of Banking Services: A Comparative Study of Conventional and Islamic Banks. International Journal of Bank Marketing, 35(6), 878–902. https://doi.org/10.1108/IJBM-08-2016-0111.
Sengupta et al. (2015). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research. Volume 68, Issue 3, Pages 665-674.
Siswanto. 2015. Pengantar Manajemen. Jakarta: Bumi Aksara. Makalew, G. A., Mananeke, L., & Tawas, H. (2016). Analisis Pengaruh Reputasi Merek, Kualitas Layanan, dan Loyalitas Nasabah Terhadap Keunggulan Bersaing (Studi Pada Nasabah Taplus Anak PT Bank Negara Indonesia (PERSERO) Tbk Kantor Cabang Utama Manado. Emba, 4(3), 531–544.
Stevens, J. P., Wayland, R., Clavél, F., & Li, H. (2015). Multiple regression and correlation. The Oxford Handbook of Quantitative Methods, Vol. 2: Statistical Analysis, 523-547. https://doi.org/10.1093/oxfordhb/9780199935291.013.22
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: ALFABETA.
Sürücü et al., (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management. Volume 40. 114-124.
Switała, J., Zarzycka, E., & Polasik, M. (2020). The role of brand reputation in the creation of brand equity: An empirical investigation among banking customers. Journal of Brand Management, 27(3), 284-299.
Wang, D., & Korschun, H. (2015). The role of corporate social responsibility in stakeholder marketing: A study on Chinese consumers. Journal of Business Ethics, 127(4), 661-672. doi: 10.1007/s10551-014-2365-2.
Zameer et al. (2019). Modeling the Role of Service Quality, Customer Satisfaction and Customer Loyalty in Building Service Brand Equity.
Zayyad, H. M., Obeidat, Z. M., Alshurideh, M. T., Abuhashesh, M., Maqableh, M., & Masa’deh, R. (2020). Corporate social responsibility and patronage intentions: The mediating effect of brand credibility. Journal of Marketing Communications, 1-24. doi:10.1080/13527266.2020.1728565
Zhao et al. (2022). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Sec. Organizational Psychology. Volume 12.10.1108/IJOEM-09-2020-1128
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Yokie Radnan Kristiyono, Michael Fernando Djoni
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992