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Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust

Author

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  • S. Mostafa Rasoolimanesh
  • Poh Ling Tan
  • Mehran Nejati
  • Azadeh Shafaei

Abstract

This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students attending a private university in Malaysia. Partial least squares structural equation modeling was applied to assess the measurement model and test the proposed hypotheses. Study findings support all hypotheses. The results confirm the positive direct effect of CSR on brand reputation and brand loyalty, as well as the indirect effects of CSR on brand loyalty through brand reputation and brand trust. This study makes a unique theoretical contribution to the literature through assessing and comparing the mediating role of brand reputation and brand trust between CSR and brand loyalty using the Hierarchy of Effects Model.

Suggested Citation

  • S. Mostafa Rasoolimanesh & Poh Ling Tan & Mehran Nejati & Azadeh Shafaei, 2024. "Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 34(1), pages 156-177, January.
    • Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:156-177
    DOI: 10.1080/08841241.2021.1973645
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    Cited by:

    1. Siti Noor Aishah Mohd Sidik & Adilah Othman & Mohamad Zainol Abidin Adam & Kanesh Gopal, 2024. "How Loyal are You? Factors Influencing Consumer Brand Loyalty among Smartphone Users in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 605-617, September.
    2. Li Li & Jong-Yoon Li, 2024. "Corporate Social Responsibility and Society 5.0: Assessing Consumer Awareness, Loyalty, and Trust toward Socially Responsible Organizations," Sustainability, MDPI, vol. 16(17), pages 1-17, September.

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