The impact of perceived corporate social responsibility on brand advocacy : the mediating role of brand love
المؤلف
المصدر
Journal of Contemporary Commercial Studies
العدد
المجلد 7، العدد 11 (31 يناير/كانون الثاني 2021)، ص ص. 139-174، 36ص.
الناشر
تاريخ النشر
2021-01-31
دولة النشر
مصر
عدد الصفحات
36
التخصصات الرئيسية
الموضوعات
الملخص EN
The aim of this paper is to examine the influence of customer perceptions of corporate social responsibility (CSR) on online brand advocacy (OBA) through the mediating role of brand love.
Using survey, a total valid response of 311 were collected and subject to further data analysis.
Partial least square structural equation modeling (PLS-SEM), v3.3 was used to analyse the data, perceived CSR was used as second-order constructs reflecting three dimensions: social equity, environmental protection and economic development.
The relative importance of each dimension and differential impact on brand love and OBA were examined.
The findings support the direct and indirect effect of perceived CSR on OBA.
Moreover, brand love fully mediates the relationship between the two dimensions of perceived CSR (social equity and environmental protection) on OBA.
However, brand love has insignificant mediating impact in the relationship between economic development and OBA.
Useful theoretical and managerial insights can be drawn from the results.
It highlights the significance of brand love in creating brand advocates who are willing to defend and advocate the brand on social media channels.
Moreover, it contributes to the importance of communicating CSR by stimulating customer positive emotional attitude toward the brand.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Ibrahim, Riham Shawqi. 2021. The impact of perceived corporate social responsibility on brand advocacy : the mediating role of brand love. Journal of Contemporary Commercial Studies،Vol. 7, no. 11, pp.139-174.
https://search.emarefa.net/detail/BIM-1251164
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Ibrahim, Riham Shawqi. The impact of perceived corporate social responsibility on brand advocacy : the mediating role of brand love. Journal of Contemporary Commercial Studies Vol. 7, no. 11 (Jan. 2021), pp.139-174.
https://search.emarefa.net/detail/BIM-1251164
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Ibrahim, Riham Shawqi. The impact of perceived corporate social responsibility on brand advocacy : the mediating role of brand love. Journal of Contemporary Commercial Studies. 2021. Vol. 7, no. 11, pp.139-174.
https://search.emarefa.net/detail/BIM-1251164
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
-
رقم السجل
BIM-1251164
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر