The Effect of CSR on Restaurants' Brand Image and Customers' Brand Attitudes as Evidenced by Their Purchase Intentions

• Autorzy: Omidvar Mohammadsadegh , Deen Anisah

Warianty tytułu

Wpływ działań CSR na wizerunek restauracji i stosunek klientów do marki na podstawie ich intencji zakupowych

• Języki publikacji: EN

Abstrakty

EN

This study aims to identify CSR dimensions which affect restaurants' brand image and customers' brand attitudes and assess the impact of these two mediating variables impact on customers' purchase intentions. The study is based on information from 417 questionnaires distributed among restaurant customers in Tehran. Structural equation modelling (SEM) was used to test the conceptual model and results reveal that economic CSR is inversely correlated with brand image and brand attitude, although this relationship is not significant. This means that if customers feel that restaurants pay too much attention to profitability, they may have a negative attitude towards these restaurants. Other CSR dimensions (legal, ethical, philanthropic and environmental) were found to have a positive effect on brand image and customers' brand attitudes, both of which make them more likely to use their services. Therefore, restaurant owners should be aware of different implications of CSR activities and choose those that are likely to improve restaurants' brand image and be positively perceived by customers.(original abstract)

Celem przedstawionego badania było określenie różnych wymiarów społecznej odpowiedzialności biznesu (CSR), które wpływają na wizerunek restauracji i stosunek klientów do danej marki, jak również ocena wpływu tych dwóch zmiennych pośredniczących na intencje zakupowe klientów. Badanie opiera się na danych z ankiet wypełnionych przez 417 klientów restauracji w Teheranie. Do przetestowania zaproponowanego modelu koncepcyjnego wykorzystano modelowanie równań strukturalnych (SEM). Z analizy wynika, że ekonomiczny wymiar CSR jest odwrotnie skorelowany z wizerunkiem marki i stosunkiem klientów do marki, chociaż związek ten nie jest istotny statystycznie. Oznacza to, że jeśli klienci mają wrażenie, że restauracje przywiązują zbyt dużą wagę do rentowności, mogą mieć do nich stosunek negatywny. Stwierdzono, że pozostałe wymiary CSR (prawny, etyczny, filantropijny i środowiskowy) mają pozytywny wpływ na wizerunek restauracji i stosunek klientów do danej marki, co przekłada się na większą skłonność do korzystania z jej usług. Dlatego właściciele restauracji powinni zdawać sobie sprawę z różnych implikacji działań w zakresie społecznej odpowiedzialności biznesu i wybierać te z nich, które mają szansę poprawić wizerunek restauracji i być pozytywnie odebrane przez ich klientów.(abstrakt oryginalny)

Słowa kluczowe

EN

Corporate Social Responsibility (CSR); Brand image; Customer; Collective feeding

PL

Społeczna odpowiedzialność biznesu; Wizerunek marki; Klient; Żywienie zbiorowe

• Czasopismo: Studia Periegetica
• Rocznik: 2023
• Numer: nr 4(44)
• Strony: 1--25

Twórcy

autor

Omidvar Mohammadsadegh

• Kharazmi University, Iran

autor

Deen Anisah

• University of Johannesburg, RPA

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Identyfikatory

DOI

10.58683/sp.576