دانلود رایگان مقاله انگلیسی تأثیر مسئولیت اجتماعی شرکت بر ارزش برند و نقش مصرف گرایی اخلاقی - Sage 2017

This study investigates the effects of customers’ perceptions of multidimensional corporate social responsibility (philanthropic, ethical, legal, and economic) on brand equity in the restaurant industry, specifically by examining the case of Starbucks in Korea. Furthermore, this study examines whether consumers with a high degree of ethical consumerism form more positive brand equity perceptions of restaurants than other consumers do. The results showed that ethical, legal, and economic aspects of corporate social responsibility had a significant influence on consumers’ perceptions of brand equity, while philanthropic corporate social responsibility did not. The analysis of moderating effects showed that consumers with high levels of ethical consumerism exhibit stronger relationships between economic corporate social responsibility and restaurants’ positive brand equity. Theoretical and managerial implications are discussed.

Limitations and Future Research

Despite its useful implications, some limitations of this study should be considered as opportunities for future research. First, the subject of this study was a single restaurant brand in a single largely homogeneous culture. The data collection limits the generalizability of the results. Thus, further studies should adequately address this issue. The results might also differ depending on demographic characteristics, geographical area, and the location of the coffee shops visited. Second, a sample of respondents with Internet access may not be representative of certain populations. So, it is necessary to supplement this sampling method to overcome this limitation in further studies. Third, social desirability bias when respondents were asked to answer questions on ethical consumerism may be another limitation of this research. However, social desirability is an inevitable issue when using self-administered questionnaires. Therefore, in future research it is necessary to include the social desirability scale developed by Crowne and Marlowe (1960) to minimize the bias. Furthermore, future research needs to take into account the moderating role of frequency of coffee shop visits, since Koreans’ love of coffee is growing even more intense. Finally, the items used to measure CSR in the restaurant industry need to be practically refined since the definition of social responsibility is still steadily evolving and there is no consensus (Fu et al., 2014; S. Y. Park & Lee, 2009).