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首页> 外文期刊>Journal of Services Marketing >The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference
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The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference

机译：企业社会责任（CSR）绩效和感知品牌质量对基于客户的品牌偏好的影响

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Purpose - This paper aims to investigate how corporate social responsibility (CSR) performance (i.e. to the environment, society and stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality on the relationship between CSR performance and brand preference is also studied. Design/methodology/approach - In 2011, 243 valid responses to questionnaire surveys were collected from a convenience sample in China. Regression analyses were used to test the hypotheses. Findings - Customers' brand preference can be enhanced by CSR performance. Performance in each of the three CSR domains (i.e. environment, society and stakeholders) positively impacts brand preference, although to different degrees. The impact of CSR on stakeholders has the strongest influence on Chinese customers' brand preference among the three CSR domains. Perceived brand quality was found to be a mediator of the relationship between CSR performance and brand preference. Research limitations/implications - This research studies the relationship between CSR performance and brand preference. Results show CSR performance is not the strongest predictor of branding outcomes, its explanatory power is comparatively weaker than that of perceived brand quality. Additionally, we found a mediating effect of perceived brand quality on the relationship between CSR performance and brand preference. Practical implications - Brands can be more attractive to Chinese consumers when brands take appropriate investments in CSR activities. A socially responsible brand is not guaranteed to yield a competitive advantage. Instead a competitive advantage will more likely result through the employment of the appropriate CSR strategies, with a focus on stakeholders' interests. Originality/value - The current research contributes to the literature by finding that not all CSR activities are equally effective. Customers in emerging markets still appear to be focused more on the quality of brands and, to some extent, stakeholder CSR practice, as these provide direct benefits to customers. Findings of this study also support the notion that Chinese consumers are beginning to use CSR information to evaluate brands.
机译：目的-本文旨在研究企业社会责任（CSR）绩效（即对环境，社会和利益相关者的绩效）和感知品牌质量如何影响品牌偏好。还研究了感知品牌质量对企业社会责任表现与品牌偏好之间关系的中介作用。设计/方法/方法-2011年，从中国的一个便利样本中收集了243份问卷调查的有效回复。回归分析用于检验假设。调查结果-客户的品牌偏好可以通过CSR表现来增强。尽管在不同程度上，三个企业社会责任领域（即环境，社会和利益相关者）的绩效都会对品牌偏好产生积极影响。在三个企业社会责任领域中，企业社会责任对利益相关者的影响对中国客户的品牌偏好影响最大。发现感知品牌质量是企业社会责任表现与品牌偏好之间关系的中介。研究局限性/含义-该研究研究了CSR绩效与品牌偏好之间的关系。结果表明，企业社会责任绩效不是品牌结果的最强预测指标，其解释力比感知的品牌质量相对弱。此外，我们发现感知品牌质量对企业社会责任表现与品牌偏好之间的关系具有中介作用。实际意义-当品牌在企业社会责任活动中进行适当的投资时，品牌可能对中国消费者更具吸引力。不保证具有社会责任感的品牌会产生竞争优势。取而代之的是，通过采用适当的企业社会责任策略，并着重于利益相关者的利益，可以带来竞争优势。原创性/价值-当前的研究通过发现并非所有的CSR活动都是同等有效的，从而为文献做出了贡献。新兴市场的客户似乎仍然更加关注品牌质量，并在某种程度上关注利益相关方的企业社会责任实践，因为这些可以为客户带来直接利益。这项研究的结果也支持以下观点：中国消费者开始使用企业社会责任信息来评估品牌。

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