Advertisement

Journal of Business Ethics

, Volume 100, Issue 4, pp 673–688 | Cite as

CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality

  • Hongwei HeEmail author
  • Yan Li
Article

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.

Keywords

service brand loyalty corporate associations CSR brand identification service quality customer satisfaction 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Ahearne, M., C. B. Bhattacharya, and T. Gruen: 2005, ‘Antecedents and consequences of customer-company identification: expanding the role of relationship marketing’, Journal of Applied Psychology 90(3), 574-585CrossRefGoogle Scholar
  2. Aiken, L. S. and S. G. West: 1991. Multiple regression: testing and interpreting interactions, (Sage, Newbury Park, Calif).Google Scholar
  3. Anderson, E. W., C. Fornell, and S. K. Mazvancheryl: 2004: ‘Customer Satisfaction and Shareholder Value’, Journal of Marketing 68 (4), 172-85.CrossRefGoogle Scholar
  4. Anderson, E. W. and M. W. Sullivan: 1993, ‘The antecedents and consequences of customer satisfaction for firms’, Marketing Science 2(2), 125-143.CrossRefGoogle Scholar
  5. Anderson, J. and D. Gerbing: 1988, ‘Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach’, Psychological Bulletin 103(3), 411-23.CrossRefGoogle Scholar
  6. Andreassen T. W. and B. Lindestad: 1998, ‘Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty with customers with varying degrees of service expertise’, International Journal of Service Industry Management 9(1), 7-23.CrossRefGoogle Scholar
  7. Aquino, K. and A.Reed II: 2002, ‘The self-importance of moral identity’, Journal of Personality and Social Psychology 83(6), 1423-1440.CrossRefGoogle Scholar
  8. Bagozzi, R. P. and Y. Yi: 1988, ‘On the Evaluation of Structural Equation Models’, Journal of the Academy of Marketing Science 16(1), 74-94.CrossRefGoogle Scholar
  9. Balmer, J. M. T. and E. R. Gray: 2003, ‘Corporate brands: What are they? What of them?’, European Journal of Marketing 37(7/8), 972-997.CrossRefGoogle Scholar
  10. Balmer J. M.T., and S. A. Greyser: 2006, ‘Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation’, European Journal of Marketing 40(7/8), 730-741.CrossRefGoogle Scholar
  11. Baron, R. M., and D. A. Kenny:1986. ‘The moderator-mediator distinction in social psychological research: Conceptual, strategic, and statistical considerations’, Journal of Personality and Social Psychology 51(6), 1173-1182.CrossRefGoogle Scholar
  12. Becker-Olsen, K. L., B. A. Cudmore, and R. P. Hill: 2006, ‘The impact of perceived corporate social responsibility on consumer behavior’, Journal of Business Research 59(1), 46-53.CrossRefGoogle Scholar
  13. Berens, G., C. B. M. van Riel, and G. H. van Bruggen: 2005, ‘Corporate Associations and consumer Product Responses: The Moderating Role of Corporate Brand Dominance’, Journal of Marketing 69(3), 35-48.CrossRefGoogle Scholar
  14. Berry, L.: 2000, ‘Cultivating service brand equity’, Journal of the Academy of Marketing Science 28(1), 128-37.CrossRefGoogle Scholar
  15. Bhattacharya, C B and S. Sen: 2003, ‘Consumer-company identification: A framework for understanding consumers’ relationships with companies’, Journal of Marketing 67(2), 76-88.CrossRefGoogle Scholar
  16. Bhattacharya, C., D. Korschun and S. Sen: 2009, ‘Strengthening Stakeholder–Company Relationships through Mutually Beneficial Corporate Social Responsibility Initiatives’, Journal of Business Ethics 85(S2), 257–272.Google Scholar
  17. Bhattacharya, C. B., H. Rao, and M. A. Glynn: 1995, ‘Understanding the bond of identification: An investigation of its correlates among art museum members’, Journal of Marketing 59(4), 46-57.CrossRefGoogle Scholar
  18. Bloemer J. and K. de Ruyter: 1998, ‘On the relationship between store image, store satisfaction and store loyalty’, European Journal of Marketing 32(5/6), 499-513.CrossRefGoogle Scholar
  19. Bolton, R. N. and J. H. Drew: 1991, ‘A Multistage Model of Customers’ Assessments of Service Quality and Value’, Journal of Consumer Research 17(4), 375-84.CrossRefGoogle Scholar
  20. Brady, M. K., J. Joseph Cronin, and R. Brand: 2002, ‘Performance-only measurement of service quality: a replication and extension’, Journal of Business Research 55(1), 17-31.CrossRefGoogle Scholar
  21. Brown, T. J. 1998, ‘Corporate associations in marketing: Antecedents and consequences’, Corporate Reputation Review 1(3), 215-33.CrossRefGoogle Scholar
  22. Brown, T. J and P. A. Dacin: 1997, ‘The Company and the Product: Corporate Associations and Consumer Product Responses’, Journal of Marketing 61(1), 68-84.CrossRefGoogle Scholar
  23. Brown, T. J., P. A. Dacin, M. Pratt and D. Whetten: 2006, ‘Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology’, Journal of the Academy of Marketing Science 34(2), 99–106.Google Scholar
  24. Burnham, K. P. and D. R. Anderson: 2002, Model selection and multimodel inference: A practical information-theoretic approach (Springer, New York, NY).Google Scholar
  25. Caruana, A.: 2002, ‘Service loyalty: The effects of service quality and the mediating role of customer satisfaction’, European Journal of Marketing 36(7/8), 811-828.CrossRefGoogle Scholar
  26. Chaudhuri, A. and M. B Holbrook: 2001, ‘The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty’, Journal of Marketing 65(2), 81-93.CrossRefGoogle Scholar
  27. Cronin, J. J. J., M. K. Brady, and G. T. M. Hult: 2000. ‘Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments’, Journal of Retailing, 76(2), 193-218.CrossRefGoogle Scholar
  28. Cronin, J. J., Jr. and S. A. Taylor: 1992, ‘Measuring Service Quality: A Reexamination and Extension’, Journal of Marketing 56(3), pp. 55-68.CrossRefGoogle Scholar
  29. Cronin, J. J. and S. A. Taylor: 1994, ‘SERVPERF Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality’, Journal of Marketing 58(1), 125-31.CrossRefGoogle Scholar
  30. Dabholkar, P. A., C. D. Shepherd, and D. I. Thorpe: 2000, ‘A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study’, Journal of Retailing 76(2), 139–173.CrossRefGoogle Scholar
  31. de Ruyter, K., J. Bloemer, and P. Peeters: 1997, ‘Merging service quality and service satisfaction: An empirical test of an integrative model’, Journal of Economic Psychology 18(4), 387-406.CrossRefGoogle Scholar
  32. Dutton, J.E., J.M. Dukerich, and C.V. Harquail: 1994, ‘Organizational images and member identification’, Administrative Science Quarterly 39(2), 239-63.CrossRefGoogle Scholar
  33. Fornell, C. and D. F. Larcker: 1981, ‘Evaluating structural equation models with unobservable variables and measurement error’, Journal of Marketing Research 18(1), 39-50.CrossRefGoogle Scholar
  34. Gurhan-Canli, Z. and R. Batra: 2004, ‘When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk’, Journal of Marketing Research 41(2), 197-205.CrossRefGoogle Scholar
  35. Hair, J. F., et al. (eds.): 2006, Multivariate Data Analysis, 6th edition (Prentice-Hall, Upper Saddle River, New Jersey).Google Scholar
  36. Handelman, J. M. and S. J. Arnold: 1999, ‘The role of marketing actions with a social dimension: Appeals to the institutional environment’, Journal of Marketing 63(3), 33-48.CrossRefGoogle Scholar
  37. Harris L. C. and M. H. Goode: 2004, ‘The four levels of loyalty and the pivotal role of trust: a study of online service dynamics’, Journal of Retailing 80(2), 139-158.CrossRefGoogle Scholar
  38. He H.: 2008, ‘Corporate identity/strategy interface: implications for corporate level marketing’. European Journal of Marketing 42(1/2), 10-16.CrossRefGoogle Scholar
  39. He H. and J.M.T. Balmer: 2007, ‘Identity Studies: Multiple Perspectives and Implications for Corporate-level Marketing’, European Journal of Marketing 41(7/8), 765-785.CrossRefGoogle Scholar
  40. He H. and A. Mukherjee: 2007, ‘I am ergo I shop: Does store image congruity explain shopping behavior of Chinese consumers?’, Journal of Marketing Management 23(5/6), 443-460.CrossRefGoogle Scholar
  41. He H. and A. Mukherjee: 2009, ‘Corporate identity and consumer marketing: A process model and research agenda’, Journal of Marketing Communications 15(1), 1 -16.CrossRefGoogle Scholar
  42. Homburg, C., J. Wieseke, and W. D. Hoyer: 2009, ‘Social Identity and the Service–Profit Chain’, Journal of Marketing 73(2), 38-54.CrossRefGoogle Scholar
  43. Jamali, D.: 2008, ‘A Stakeholder Approach to Corporate Social Responsibility: A Fresh Perspective into Theory and Practice’, Journal of Business Ethics 82(1), 213-31.CrossRefGoogle Scholar
  44. Keller K. L. and D. R. Lehmann: 2006, ‘Brands and Branding: Research Findings and Future Priorities’, Marketing Science 25(6), 740-759.CrossRefGoogle Scholar
  45. Klein, J. and N. Dawar: 2004, ‘Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis’, International Journal of Research in Marketing 21(3), 203-17.CrossRefGoogle Scholar
  46. Knox, S. and D. Bickerton: 2003, ‘The six conventions of corporate branding’, European Journal of Marketing 37(7/8), 998-1016.CrossRefGoogle Scholar
  47. Krishnan, B. C. and M. D. Hartline: 2001, ‘Brand equity: Is it more important in services?’, Journal of Services Marketing 15(4/5), 328-42.CrossRefGoogle Scholar
  48. Lichtenstein, D. R., M. Drumwright, and B. M. Braig: 2004, ‘The effect of corporate social responsibility on customer donations to corporate-supported nonprofits’, Journal of Marketing 68(4), 16-32.CrossRefGoogle Scholar
  49. Luo, X. and C. B. Bhattacharya: 2006, ‘Corporate Social Responsibility, Customer Satisfaction, and Market Value’, Journal of Marketing 70(4), 1-18.CrossRefGoogle Scholar
  50. MacKinnon, D. P., A. J. Fairchild and M. S. Fritz: 2007, ‘Mediation analysis’, Annual Review of Psychology 58, 593-614.CrossRefGoogle Scholar
  51. Madrigal, R.: 2000, ‘The role of corporate associations in new product evaluation’, in Stephen J. Hoch and Robert J. Meyer (eds.), Advances in Consumer Research, (27; Provo, UT: Association for Consumer Research), pp. 80-86.Google Scholar
  52. Mael, F. A. and B. E. Ashforth: 1992, ‘Alumni and their alma mater: A partial test of the reformulated model of organizational identification’, Journal of Organizational Behavior 13(2), 103-23.CrossRefGoogle Scholar
  53. Maignan, I. and O. C. Ferrell: 2004, ‘Corporate Social Responsibility and Marketing: An Integrative Framework’, Journal of the Academy of Marketing Science 32(1), 3–19.Google Scholar
  54. Maignan, I., O. C. Ferrell and L. Ferrell: 2005, ‘A Stakeholder Model for Implementing Social Responsibility in Marketing’, European Journal of Marketing 39(9/10), 956–977.Google Scholar
  55. Marin, L. and S. Ruiz: 2007, ‘“I Need You Too!”: Corporate Identity Attractiveness for Consumers and the Role of Social Responsibility’, Journal of Business Ethics 71(3), 245-60.CrossRefGoogle Scholar
  56. Marin, L., S. Ruiz, and A. Rubio: 2009, ‘The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior’, Journal of Business Ethics 84(1), 65–78.CrossRefGoogle Scholar
  57. McDonald, M. H. B., L. de Chernatony, and F. Harris: 2001, ‘Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model’, European Journal of Marketing 35(3/4), 335-352.CrossRefGoogle Scholar
  58. Melewar, T. C. and T. Storrie: 2001, ‘Corporate identity in the service sector’, Public Relations Quarterly 46(2), 20-26.Google Scholar
  59. Mohr, L. A., D. J. Webb, and K. E. Harris: 2001, ‘Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior’, Journal of Consumer Affairs 35(1), 45-72.CrossRefGoogle Scholar
  60. Oliver, R. L.: 1997, Satisfaction: A Behavioral Perspective on the Consumer, (McGraw-Hill, New York).Google Scholar
  61. Oliver, R. L.: 1999, ‘Whence Consumer Loyalty?’, Journal of Marketing 63(4), 33-44.CrossRefGoogle Scholar
  62. Osterhus, T.: 1997, ‘Pro-social consumer influence strategies: When and how do they work?’, Journal of Marketing 61(14), 16-29.CrossRefGoogle Scholar
  63. Parasuraman, A., L. Berry, and V. A. Zeithaml: 1991, ‘Refinement and Reassessment of the SERVQUAL Scale’, Journal of Retailing 67(4), 420-50.Google Scholar
  64. Parasuraman, A., V. A. Zeithaml, and L. Berry: 1985, ‘A Conceptual Model of Service Quality and Its Implications for Future Research’, Journal of Marketing 49(4), 41-50.CrossRefGoogle Scholar
  65. Parasuraman, A., V. A. Zeithaml, and L. Berry: 1988, ‘SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality’, Journal of Retailing 64(1), 12-40.Google Scholar
  66. Pratt, M.G.: 1998, ‘To be or not to be: Central questions in organizational identification’, in D. Whetten and P. Godfrey (eds.), Identity in organizations: Building theory through conversation, (Sage, Thousand Oaks, CA), pp.171-208.Google Scholar
  67. Ravald, A. and C. Groenroos: 1996, ‘The value concept and relationship marketing’, European Journal of Marketing 30(2), 19-30.CrossRefGoogle Scholar
  68. Russell-Bennett, R., J. R. McColl-Kennedy, and L. V. Coote: 2007, ‘Involvement, satisfaction, and brand loyalty in a small business services setting’, Journal of Business Research 60(12), 1253-1260.CrossRefGoogle Scholar
  69. Scott, S. G and V. R. Lane: 2000, ‘A stakeholder approach to organizational identity’, Academy of Management Review 25(1), 43-62.Google Scholar
  70. Sen, S. and C. B. Bhattacharya: 2001, ‘Does doing good always lead to doing better? Consumer reactions to corporate social responsibility’, Journal of Marketing Research 38(2), 225-43.CrossRefGoogle Scholar
  71. Sen, S., C. B. Bhattacharya, and D. Korschun: 2006, ‘The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment’, Journal of the Academy of Marketing Science 34(2), 158-66.CrossRefGoogle Scholar
  72. Sheinin, D. A. and G. J. Biehal: 1999, ‘Corporate Advertising Pass-through onto the Brand: Some Experimental Evidence’, Marketing Letters 10(1), 63-74.CrossRefGoogle Scholar
  73. Suh, J. and Y. Yi: 2006:, ‘When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement’, Journal of Consumer Psychology 16(2), 145-155.CrossRefGoogle Scholar
  74. Sureshchandar, G. S., C. Rajendran, and R. N. Anantharaman: 2002, ‘The relationship between service quality and customer satisfaction – a factor specific approach’, Journal of Services Marketing 16(4), 363-379.CrossRefGoogle Scholar
  75. Tajfel, H.: 1978, ‘Social categorization, social identity, and social comparison’, in H. Tajfel (ed.), Differentiation between social groups, (Academic Press, New York), pp, 61-76.Google Scholar
  76. Tajfel, H. and J. C. Turner: 1985, ‘The social identity theory of intergroup behavior’, in S. Worchel and W.G. Austin (eds.), Psychology of intergroup relations 2nd edition (Nelson-Hall, Chicago), 7-24.Google Scholar
  77. Tam, J. L. M.: 2004, ‘Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model’, Journal of Marketing Management 20(7/8), 897-917.CrossRefGoogle Scholar
  78. Taylor, S. A. and T. L. Baker: 1994, ‘An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions’, Journal of Retailing 70(2), 163-178.CrossRefGoogle Scholar
  79. Turner, J. C.: 1987, Rediscovering the social group: A self categorization theory (Oxford: Blackwell).Google Scholar
  80. Urde, M.: 2003, ‘Core value-based corporate brand building’, European Journal of Marketing 37(7/8), 1017-1040.CrossRefGoogle Scholar
  81. Wang, Y., H. Lo, and Y. Yang: 2004, ‘An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China’s Telecommunication Industry’, Information Systems Frontiers 6(4), 325-340.CrossRefGoogle Scholar
  82. Windsor, D.: 2006, ‘Corporate Social Responsibility: Three Key Approaches’, Journal of Management Studies 43(1), 93-114.CrossRefGoogle Scholar
  83. Yi, Y. and S. La: 2004, ‘What Influences the Relationship between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty’, Psychology & Marketing 21(5), 351–374.Google Scholar

Copyright information

© Springer Science+Business Media B.V. 2010

Authors and Affiliations

  1. 1.Warwick Business SchoolUniversity of WarwickCoventryU.K.
  2. 2.Oxford Brookes University Business SchoolOxford Brookes UniversityOxfordU.K.

Personalised recommendations