He, Hongwei and Li, Yan. (2011) CSR and service brand : the mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, Vol.100 (No.4). pp. 673-688. ISSN 0167-4544

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Abstract

This article examines the mediation effect of brand identification and the moderating effect of service quality (SQ) on the effects of corporate social responsibility (CSR) association on service brand performance. A survey of customers of mobile telecommunications services was conducted. The study finds, first, that both CSR and SQ have direct effects on brand identification and customer satisfaction and indirect effects on customer satisfaction (via brand identification) and on service brand loyalty (via customer satisfaction and via "brand identification/customer satisfaction"). Second, SQ enhances the effect of CSR on brand identification. This study contributes to the literature by incorporating three perspectives of service brand performance - CSR association, SQ, and brand identification - into one general framework that stresses (a) the mediating role of brand identification in predicting customer satisfaction and service brand loyalty; and (b) the interactive effect of CSR and SQ in predicting brand identification.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH):	Social responsibility of business, Branding (Marketing), Brand choice, Consumer satisfaction, Brand loyalty
Journal or Publication Title:	Journal of Business Ethics
Publisher:	Springer Netherlands
ISSN:	0167-4544
Date:	June 2011
Volume:	Vol.100
Number:	No.4
Page Range:	pp. 673-688
Identification Number:	10.1007/s10551-010-0703-y
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/39065

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