IDEAS home Printed from https://ideas.repec.org/a/aii/ijcmss/v08y2017i3p63-76.html
   My bibliography  Save this article

Do You Bother with the Social Image of A Tea Brand While Loading Your Trolley?

Author

Listed:
  • Anulekha Banerjee

    (Department of Commerce, St. Xavier’s College (Autonomous), Mother Teresa Sarani, Kolkata, West Bengal, India.)

  • Rajib Dasgupta

    (Department of Commerce, University of Calcutta, Kolkata, West Bengal, India.)

Abstract

The consumer based empirical study was aimed to evaluate the proposition that Corporate Social Responsibility (CSR) initiatives, if implemented appropriately, may bolster the brand equity of tea brands by influencing purchase intention of the consumers. Data were collected using a questionnaire based survey among 322 respondents residing in Kolkata, the populous Indian metropolis. The respondents ranked and rated the cognitive social outlooks that might influence the purchase decision of selected tea brands and the involvement of CSR components in enhancing the brand equity was analysed. Besides favouring flavour and taste, the respondents exhibited loyalty for the brands which campaign for the cause of social awareness. They were conscious about pricing although they could relate it with the quality of the brand. They seemed to associate themselves with their preferred brand and its social objectives and expressed a clear imagery about it. Differential involvement of the CSR components in influencing the brand image of the tea brands was perceived by the respondents. The findings demarcate the possible line of thoughts for CSR initiatives by concerned entrepreneurs for promoting the global beverage brands in the oriental metropolis. The observation challenges the customary ideology about the so called low involvement Fast-Moving Consumer Goods (FMCG) brands and widens the vista of emotional attachment of the consumers for preferred tea brands. The study is first of its kind to fathom the impact of CSR on consumers with relation to making of purchase decision for tea brands.

Suggested Citation

  • Anulekha Banerjee & Rajib Dasgupta, 2017. "Do You Bother with the Social Image of A Tea Brand While Loading Your Trolley?," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(3), pages 63-76, September.
    • Handle: RePEc:aii:ijcmss:v:08:y:2017:i:3:p:63-76
    DOI: 10.18843/ijcms/v8i3/09
    as

    Download full text from publisher

    File URL: http://scholarshub.net/index.php/ijcms/article/view/43/37
    Download Restriction: no
    File URL: http://scholarshub.net/index.php/ijcms/article/view/43
    Download Restriction: no
    File URL: https://libkey.io/10.18843/ijcms/v8i3/09?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    2. Longinos Marin & Salvador Ruiz & Alicia Rubio, 2009. "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior," Journal of Business Ethics, Springer, vol. 84(1), pages 65-78, January.
    3. John Balmer & Shaun Powell & Stephen Greyser, 2011. "Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded," Journal of Business Ethics, Springer, vol. 102(1), pages 1-14, August.
    4. Park, Byung Il & Ghauri, Pervez N., 2015. "Determinants influencing CSR practices in small and medium sized MNE subsidiaries: A stakeholder perspective," Journal of World Business, Elsevier, vol. 50(1), pages 192-204.
    5. Cindy Lombart & Didier Louis, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Post-Print hal-01027577, HAL.
    6. Hausman, Angela V. & Siekpe, Jeffrey Sam, 2009. "The effect of web interface features on consumer online purchase intentions," Journal of Business Research, Elsevier, vol. 62(1), pages 5-13, January.
    7. Dirk Boehe & Luciano Barin Cruz, 2010. "Corporate Social Responsibility, Product Differentiation Strategy and Export Performance," Journal of Business Ethics, Springer, vol. 91(2), pages 325-346, February.
    8. Kristin Hah & Susan Freeman, 2014. "Multinational Enterprise Subsidiaries and their CSR: A Conceptual Framework of the Management of CSR in Smaller Emerging Economies," Journal of Business Ethics, Springer, vol. 122(1), pages 125-136, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eveland, Vicki Blakney & Crutchfield, Tammy Neal & Tsang, Ronald C.W. & Sabol, Misty A., 2024. "Using PLS-SEM to test the relationship model of corporate social performance across the product/service continuum: When do shared values matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    3. Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    4. Louis, Didier & Lombart, Cindy, 2018. "Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 256-271.
    5. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Xiuqun Chen & Shun-Chi Yu & Xuemei Sun & Dan Wang, 2023. "Investigating the Influence of Brand Communication and Brand Trust on Customer Commitment: An Examination from the Perspective of Customer Perception," Advances in Decision Sciences, Asia University, Taiwan, vol. 27(2), pages 166-195, June.
    7. Muflih, Muhammad, 2021. "The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Figueira, Sandra & Gauthier, Caroline & Torres de Oliveira, Rui, 2023. "CSR and stakeholder salience in MNE subsidiaries in emerging markets," International Business Review, Elsevier, vol. 32(5).
    9. Daunt, Kate L. & Harris, Lloyd C., 2017. "Consumer showrooming: Value co-destruction," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 166-176.
    10. Pisani, Niccolò & Kourula, Arno & Kolk, Ans & Meijer, Renske, 2017. "How global is international CSR research? Insights and recommendations from a systematic review," Journal of World Business, Elsevier, vol. 52(5), pages 591-614.
    11. Han, Heesup & Yu, Jongsik & Kim, Wansoo, 2019. "An electric airplane: Assessing the effect of travelers' perceived risk, attitude, and new product knowledge," Journal of Air Transport Management, Elsevier, vol. 78(C), pages 33-42.
    12. Mbaye Fall Diallo & Christine Lambey-Checchin, 2017. "Consumers’ Perceptions of Retail Business Ethics and Loyalty to the Retailer: The Moderating Role of Social Discount Practices," Journal of Business Ethics, Springer, vol. 141(3), pages 435-449, March.
    13. Rim Lassoued & Jill E. Hobbs & Eric T. Micheels & David Di Zhang, 2015. "Consumer Trust in Chicken Brands: A Structural Equation Model," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 621-647, December.
    14. Chaney, Damien & Lunardo, Renaud & Saintives, Camille, 2015. "In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 51-59.
    15. Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.
    16. Tian Zeng & Anne‐Françoise Audrain‐Pontevia & Fabien Durif, 2021. "Does corporate social responsibility affect consumer boycotts? A cost–benefit approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 796-807, March.
    17. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    18. Lombart, Cindy & Louis, Didier & Labbé-Pinlon, Blandine, 2016. "Price image consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 107-116.
    19. Mengran Li & Ahmed Rabeeu, 2024. "How Corporate Social Responsibility Motivation Drives Customer Extra-Role Behavior and Green Purchase Intentions: The Role of Ethical Corporate Identity," Sustainability, MDPI, vol. 16(13), pages 1-34, June.
    20. Wang, Xing-Xin & He, Ai-Zhong, 2022. "The impact of retailers’ sustainable development on consumer advocacy: A chain mediation model investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aii:ijcmss:v:08:y:2017:i:3:p:63-76. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mr. Asif Anjum (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.