IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxy2017i3bp230-249.html
   My bibliography  Save this article

Green CSR and Brand Attitude: The Role of Stereotype Content Model

Author

Listed:
  • Tengku Ezni Balqiah

Abstract

This study examines the efficacy of Corporate Social Responsibility motives (CSR-m) and Corporate Ability (CA) in developing Brand Attitude (BA) and Customer Loyalty (CL). A Stereotype Content Model (SCM), i.e., a concept of perception toward citizens of other countries in the warm and competence dimension, was used as a moderating variable that affects the relationship among CSR-m, CA, and BA.The survey was conducted in Jakarta, the capital city of Indonesia, in regard to two global brands: Coca-Cola and Toyota. The 173 respondents were customers of those two brands. The data were analyzed with factor analysis, multiple regression, and t-independent tests. The results revealed differences between these two global brands, which have a direct impact on CSR-m on BA but with different motives.Also, it was revealed that SCM moderates the influence of CSR-m toward BA. The implication of this study is CSR-m enhanced BA; therefore, companies must properly choose and manage their type of CSR to increase business performance.

Suggested Citation

  • Tengku Ezni Balqiah, 2018. "Green CSR and Brand Attitude: The Role of Stereotype Content Model," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 230-249.
    • Handle: RePEc:ers:journl:v:xx:y:2017:i:3b:p:230-249
    as

    Download full text from publisher

    File URL: https://www.ersj.eu/dmdocuments/2018_XXI_1_20.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chieh-Peng Lin & Shwu-Chuan Chen & Chou-Kang Chiu & Wan-Yu Lee, 2011. "Understanding Purchase Intention During Product-Harm Crises: Moderating Effects of Perceived Corporate Ability and Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 102(3), pages 455-471, September.
    2. I.A. Ivanova & M.V. Bikeeva, 2016. "Corporate Social Responsibility: Specificity, Formation Mechanism, Estimation of Management Efficiency," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 167-184.
    3. Ioanna Boulouta & Christos Pitelis, 2014. "Who Needs CSR? The Impact of Corporate Social Responsibility on National Competitiveness," Journal of Business Ethics, Springer, vol. 119(3), pages 349-364, February.
    4. Johan Graafland & Corrie Mazereeuw-Van der Duijn Schouten, 2012. "Motives for Corporate Social Responsibility," De Economist, Springer, vol. 160(4), pages 377-396, December.
    5. Lyudmila N. Medvedeva & Konstantin Y. Kozenko & Olga P. Komarova, 2016. "Environment Quality Management in Green Cities," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 34-45.
    6. Sergey Mikhailovich Vasin & Leyla Ayvarovna Gamidullaeva & Tamara Kerimovna Rostovskaya, 2017. "The Challenge of Social Innovation: Approaches and Key Mechanisms of Development," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 25-45.
    7. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    8. Peggy Brønn & Deborah Vidaver-Cohen, 2009. "Corporate Motives for Social Initiative: Legitimacy, Sustainability, or the Bottom Line?," Journal of Business Ethics, Springer, vol. 87(1), pages 91-109, April.
    9. Noushi Rahman & Corinne Post, 2012. "Measurement Issues in Environmental Corporate Social Responsibility (ECSR): Toward a Transparent, Reliable, and Construct Valid Instrument," Journal of Business Ethics, Springer, vol. 105(3), pages 307-319, February.
    10. Guido Berens & Cees Riel & Johan Rekom, 2007. "The CSR-Quality Trade-Off: When can Corporate Social Responsibility and Corporate Ability Compensate Each Other?," Journal of Business Ethics, Springer, vol. 74(3), pages 233-252, September.
    11. Magdalena Öberseder & Bodo Schlegelmilch & Verena Gruber, 2011. "“Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions," Journal of Business Ethics, Springer, vol. 104(4), pages 449-460, December.
    12. Yuan-Shuh Lii & Monle Lee, 2012. "Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm," Journal of Business Ethics, Springer, vol. 105(1), pages 69-81, January.
    13. Andrea Stanaland & May Lwin & Patrick Murphy, 2011. "Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 102(1), pages 47-55, August.
    14. Ailawadi, Kusum L. & Neslin, Scott A. & Luan, Y. Jackie & Taylor, Gail Ayala, 2014. "Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 156-167.
    15. Eleni N. Giannakopoulou & Eleftherios I. Thalassinos & Theodoros V. Stamatopoulos, 2016. "Corporate governance in shipping: an overview," Maritime Policy & Management, Taylor & Francis Journals, vol. 43(1), pages 19-38, January.
    16. Karaosmanoglu, Elif & Altinigne, Nesenur & Isiksal, Didem Gamze, 2016. "CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity," Journal of Business Research, Elsevier, vol. 69(10), pages 4161-4167.
    17. T.N. Savina, 2016. "The Institutionalization of the Concept of Corporate Social Responsibility: Opportunities and Prospects," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 56-76.
    18. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    19. Hong Wang, 2010. "Factor analysis of corporate environmental responsibility," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 12(4), pages 481-490, August.
    20. Park, Jongchul & Lee, Hanjoon & Kim, Chankon, 2014. "Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives," Journal of Business Research, Elsevier, vol. 67(3), pages 295-302.
    21. K. Zeugner-Roth & A. Diamantopoulos & M. Angeles Montesinos, 2008. "Country image, country brand equity and consumer's product preferences: an empirical study," Post-Print hal-00787424, HAL.
    22. Dima Jamali & Yusuf Sidani & Khalil El-Asmar, 2009. "A Three Country Comparative Analysis of Managerial CSR Perspectives: Insights From Lebanon, Syria and Jordan," Journal of Business Ethics, Springer, vol. 85(2), pages 173-192, March.
    23. Peter J. Baldacchino & Chantelle Camilleri & Simon Grima & Frank H. Bezzina, 2017. "Assessing Incentive and Monitoring Schemes in the Corporate Governance of Maltese Co-operatives," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 177-195.
    24. 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)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anita Fajczak-Kowalska & Anna Misztal & Magdalena Kowalska, 2021. "Energy, Pollution, and Transport Taxes as Instruments of Sustainable Development of Manufacturing Enterprises in Emerging Economies in the European Union," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 724-742.

    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. Mobin Fatma & Zillur Rahman, 2016. "Consumer responses to CSR in Indian banking sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 203-222, October.
    2. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.
    3. Moazzam Abbas & Yongqiang Gao & Sayyed Sadaqat Hussain Shah, 2018. "CSR and Customer Outcomes: The Mediating Role of Customer Engagement," Sustainability, MDPI, vol. 10(11), pages 1-15, November.
    4. repec:ers:journl:v:vi:y:2018:i:1:p:61-89 is not listed on IDEAS
    5. Petr Cech & Irena Jindrichovska & Jiri Neubauer, 2018. "Corporate Social Responsibility in Hotel Industry: Empirical Analysis of Transitional Market," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 61-89.
    6. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    7. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    8. Hadri Mulya & Herbayu Prabowo, 2018. "The Impact of Sustainability Reports toward the Firm Value," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 637-647.
    9. Ghanbarpour, Tohid & Gustafsson, Anders, 2022. "How do corporate social responsibility (CSR) and innovativeness increase financial gains? A customer perspective analysis," Journal of Business Research, Elsevier, vol. 140(C), pages 471-481.
    10. Peter J. Baldacchino & Chantelle Camilleri & Simon Grima & Frank H. Bezzina, 2017. "Assessing Incentive and Monitoring Schemes in the Corporate Governance of Maltese Co-operatives," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 177-195.
    11. 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.
    12. S. Wahyudi & I.R.D. Pangestuti & R.D. Laksana & Hersugondo & Robiyanto, 2018. "Corporate Social Responsibility on SKI KEHATI Index Corporate Performance: A Case Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 93-104.
    13. Petr Parshakov & Iuliia Naidenova & Carlos Gomez-Gonzalez & Cornel Nesseler, 2023. "Do LGBTQ-Supportive Corporate Policies Affect Consumer Behavior? Evidence from the Video Game Industry," Journal of Business Ethics, Springer, vol. 187(3), pages 421-432, October.
    14. 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.
    15. Ardion D. Beldad & Colin T. Seijdel & Menno D. T. Jong, 2020. "Managing Corporate Social Responsibility (CSR) Together: The Effects of Stakeholder Participation and Third-Party Organization (TPO) Endorsement on CSR Initiative Effectiveness," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 225-240, November.
    16. Wahyu Murti, 2017. "The Impact of the Global Stock Market and the Foreign Exchange Market on Domestic Financial Market," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 99-111.
    17. repec:ers:journl:v:vi:y:2018:i:4:p:93-104 is not listed on IDEAS
    18. Karaosmanoglu, Elif & Altinigne, Nesenur & Isiksal, Didem Gamze, 2016. "CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity," Journal of Business Research, Elsevier, vol. 69(10), pages 4161-4167.
    19. Won-Moo Hur & Tae-Won Moon & Hanna Kim, 2020. "When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 421-437, July.
    20. Oriol Iglesias & Stefan Markovic & Mehdi Bagherzadeh & Jatinder Jit Singh, 2020. "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty," Journal of Business Ethics, Springer, vol. 163(1), pages 151-166, April.
    21. Cowan, Kirsten & Guzman, Francisco, 2020. "How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study," Journal of Business Research, Elsevier, vol. 117(C), pages 683-693.
    22. Munawarah & Muhammad Din & Fatlina Zainuddin & Harjum Muharam, 2017. "What Effects Do Privatisation Policies Have on Corporate Governance of State-Owned Enterprises?," European Research Studies Journal, European Research Studies Journal, vol. 0(4A), pages 124-132.

    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:ers:journl:v:xx:y:2017:i:3b:p:230-249. 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: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    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.