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

Journal of Business Ethics

Volumn 100, Issue 4, 2011, Pages 673-688

  He, Hongwei ^a   Li, Yan ^b  

^a UNIVERSITY OF WARWICK   (United Kingdom)

^b OXFORD BROOKES UNIVERSITY   (United Kingdom)

Author keywords

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

Indexed keywords

EID: 79959340287     PISSN: 01674544     EISSN: 15730697     Source Type: Journal    
DOI: 10.1007/s10551-010-0703-y     Document Type: Article

References (83)

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), 574-585.
2. Aiken, L. S. and S. G. West: 1991. Multiple regression: testing and interpreting interactions, (Sage, Newbury Park, Calif).
3. Anderson, E. W., C. Fornell, and S. K. Mazvancheryl: 2004: 'Customer Satisfaction and Shareholder Value', Journal of Marketing 68 (4), 172-85.
4. Anderson, E. W. and M. W. Sullivan: 1993, 'The antecedents and consequences of customer satisfaction for firms', Marketing Science 2(2), 125-143.
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.
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.
7. Aquino, K. and A. Reed II: 2002, 'The self-importance of moral identity', Journal of Personality and Social Psychology 83(6), 1423-1440.
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.
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.
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.
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.
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.
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.
14. Berry, L.: 2000, 'Cultivating service brand equity', Journal of the Academy of Marketing Science 28(1), 128-37.
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.
16. Bhattacharya, C., D. Korschun and S. Sen: 2009, 'Strengthening Stakeholder-Company Relationships through Mutually Beneficial Corporate Social Responsibility Initiatives', Journal of Business Ethics85(S2), 257-272.
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.
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.
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.
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.
21. Brown, T. J. 1998, 'Corporate associations in marketing: Antecedents and consequences', Corporate Reputation Review 1(3), 215-33.
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.
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 Science34(2), 99-106.
24. Burnham, K. P. and D. R. Anderson: 2002, Model selection and multimodel inference: A practical information-theoretic approach (Springer, New York, NY).
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.
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.
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.
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.
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.
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.
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.
32. Dutton, J. E., J. M. Dukerich, and C. V. Harquail: 1994, 'Organizational images and member identification', Administrative Science Quarterly 39(2), 239-63.
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.
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.
35. Hair, J. F., et al. (eds.): 2006, Multivariate Data Analysis, 6th edition (Prentice-Hall, Upper Saddle River, New Jersey).
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.
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.
38. He H.: 2008, 'Corporate identity/strategy interface: implications for corporate level marketing'. European Journal of Marketing 42(1/2), 10-16.
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.
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.
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.
42. Homburg, C., J. Wieseke, and W. D. Hoyer: 2009, 'Social Identity and the Service-Profit Chain', Journal of Marketing 73(2), 38-54.
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.
44. Keller K. L. and D. R. Lehmann: 2006, 'Brands and Branding: Research Findings and Future Priorities', Marketing Science 25(6), 740-759.
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.
46. Knox, S. and D. Bickerton: 2003, 'The six conventions of corporate branding', European Journal of Marketing 37(7/8), 998-1016.
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.
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.
49. Luo, X. and C. B. Bhattacharya: 2006, 'Corporate Social Responsibility, Customer Satisfaction, and Market Value', Journal of Marketing 70(4), 1-18.
50. MacKinnon, D. P., A. J. Fairchild and M. S. Fritz: 2007, 'Mediation analysis', Annual Review of Psychology 58, 593-614.
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.
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.
53. Maignan, I. and O. C. Ferrell: 2004, 'Corporate Social Responsibility and Marketing: An Integrative Framework', Journal of the Academy of Marketing Science32(1), 3-19.
54. Maignan, I., O. C. Ferrell and L. Ferrell: 2005, 'A Stakeholder Model for Implementing Social Responsibility in Marketing', European Journal of Marketing39(9/10), 956-977.
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.
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.
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.
58. Melewar, T. C. and T. Storrie: 2001, 'Corporate identity in the service sector', Public Relations Quarterly 46(2), 20-26.
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.
60. Oliver, R. L.: 1997, Satisfaction: A Behavioral Perspective on the Consumer, (McGraw-Hill, New York).
61. Oliver, R. L.: 1999, 'Whence Consumer Loyalty?', Journal of Marketing 63(4), 33-44.
62. Osterhus, T.: 1997, 'Pro-social consumer influence strategies: When and how do they work?', Journal of Marketing 61(14), 16-29.
63. Parasuraman, A., L. Berry, and V. A. Zeithaml: 1991, 'Refinement and Reassessment of the SERVQUAL Scale', Journal of Retailing 67(4), 420-50.
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.
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.
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.
67. Ravald, A. and C. Groenroos: 1996, 'The value concept and relationship marketing', European Journal of Marketing 30(2), 19-30.
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.
69. Scott, S. G and V. R. Lane: 2000, 'A stakeholder approach to organizational identity', Academy of Management Review 25(1), 43-62.
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.
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.
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.
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.
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.
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.
76. nd edition (Nelson-Hall, Chicago), 7-24.
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.
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.
79. Turner, J. C.: 1987, Rediscovering the social group: A self categorization theory (Oxford: Blackwell).
80. Urde, M.: 2003, 'Core value-based corporate brand building', European Journal of Marketing 37(7/8), 1017-1040.
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.
82. Windsor, D.: 2006, 'Corporate Social Responsibility: Three Key Approaches', Journal of Management Studies 43(1), 93-114.
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 & Marketing21(5), 351-374.