دانلود مقاله چگونگی تاثیر مسئولیت اجتماعی شرکتی بر ارزش ویژه برند و وفاداری

چکیده

کلید واژه ها

1. مقدمه

2. مرور مطالعات پیشین

3. روش شناسی

4. تجزیه و تحلیل و یافته ها

5. بحث

6. نتیجه گیری

Abstract

Keywords

1. Introduction

2. Literature review

3. Methodology

4. Analysis and findings

5. Discussion

6. Conclusion

چکیده

     این مطالعه به مقایسه اثرات مستقیم و غیرمستقیم مسئولیت اجتماعی شرکتی (CSR) بر ارزش ویژه برند و وفاداری به برند بین دانشگاه‌های دولتی و خصوصی می‌پردازد. علاوه بر این، این مطالعه اثر مستقیم CSR را بر شهرت برند مقایسه می‌کند. شهرت برند در ارزش ویژه برند و وفاداری؛ و نقش شهرت برند به عنوان واسطه بین دانشگاه های دولتی و خصوصی. داده ها از یک دانشگاه دولتی و یک دانشگاه خصوصی در مالزی، با 600 پرسشنامه از دانشجویان دانشگاه تیلور و دانشگاه مالایا، هر دو دانشگاه خصوصی و دولتی برتر در مالزی، جمع آوری شد. مدل اندازه گیری و آزمون فرضیه با استفاده از حداقل مربعات جزئی - مدل سازی معادلات ساختاری مورد ارزیابی قرار گرفت. یافته‌ها اثرات مثبت و معناداری را برای CSR بر شهرت، ارزش ویژه برند و وفاداری به برند، به‌طور مستقیم یا غیرمستقیم، برای دانشگاه‌های خصوصی و دولتی نشان داد. تفاوت های قابل توجهی بین مؤسسات دولتی و خصوصی در تأثیرات مستقیم و غیرمستقیم CSR بر وفاداری به برند و همچنین تأثیرات شهرت برند بر وفاداری به برند وجود دارد. این مطالعه با مقایسه اثرات مستقیم و غیرمستقیم CSR بر شهرت برند، ارزش ویژه برند و وفاداری به برند بین دانشگاه‌های دولتی و خصوصی، سهم نظری منحصر به فردی را به ادبیات ارائه می‌کند. در ارزیابی نقش میانجی شهرت برند بین CSR، ارزش ویژه برند و وفاداری از طریق شهرت برند؛ و در مقایسه این اثر میانجی بین دانشگاه های دولتی و خصوصی. علاوه بر این، این تحقیق پیامدهای عملی برای مؤسسات آموزش عالی دولتی و خصوصی دارد زیرا آنها استراتژی برندسازی خود را ایجاد می کنند.

توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.

Abstract

     This study compares the direct and indirect effects of corporate social responsibility (CSR) on brand equity and brand loyalty between public and private universities. Additionally, this study compares the direct effect of CSR on brand reputation; brand reputation on brand equity and loyalty; and the role of brand reputation as a mediator between public and private universities. Data were collected from one public and one private university in Malaysia, with 600 questionnaires collected from students of Taylor’s University and the University of Malaya, both top private and public universities in Malaysia, respectively. The measurement model and hypothesis testing were assessed using partial least squares - structural equation modelling. The findings showed positive and significant effects for CSR on reputation, brand equity, and brand loyalty, either directly or indirectly, for private and public universities. There were significant disparities between public and private institutions in the direct and indirect impacts of CSR on brand loyalty, as well as the effects of brand reputation on brand loyalty. This study makes a unique theoretical contribution to the literature by comparing the direct and indirect effects of CSR on brand reputation, brand equity, and brand loyalty between public and private universities; in assessing the mediation role of brand reputation between CSR, brand equity, and loyalty through brand reputation; and in comparing this mediation effect between public and private universities. Furthermore, this research has practical implications for both public and private higher education institutions as they create their branding strategy.

Introduction

     The Corporate Social Responsibility (CSR) concept spans numerous fields, with interest in CSR among higher education institutions (HEIs) growing steadily (Carroll, 2015; Chan and Mohd Hasan, 2018). One popular definition of CSR is that posited by Carroll (1979, p. 500): “The social responsibility of business encompasses the economic, legal, ethical, and discretionary (philanthropic) expectations that society has of organizations at a given point in time.” CSR activities contribute toward the university’s brand image and reputation, with the development of strong brands becoming increasingly crucial where universities must compete in international markets for student revenue (Garipagao glu,  2016).

Conclusion

     6.1. Theoretical contributions This study investigated the effects of CSR on brand reputation, loyalty, and equity in the context of both public and private higher education, with previous studies having tended to highlight only a singular perspective (Chan and Mohd Hasan, 2018; Garde Sanchez et al., 2013; Mohaiyadin et al., 2018; Mohd Hasan, 2017; Nejati et al., 2011). The results showed strong and positive effects of CSR on brand reputation, equity, and loyalty in both public and private universities, indicating the importance of perceptions of students towards CSR in higher education context and customers in general for brand management of organisations and companies. As a result, this study provides a substantial theoretical addition to the literature on CSR and brand management, particularly for higher education institutions. Additionally, this study investigated the mediation function of brand reputation between CSR and brand equity and loyalty based on the proposed sequence of factors in the hierarchy of effects model. The findings showed a strong mediation role of brand reputation between CSR and brand equity and loyalty in public and private universities. When the indirect benefits of CSR on brand equity and loyalty were compared to the direct effects, the relevance of brand reputation in transferring the effect was shown. These results provided strong support for the application of the HEM to link CSR and brand outcome factors such as equity and loyalty. This study showed that the perceptions of customers about CSR (cognitive layer of the HEM) improve the brand reputation from the perspective of customers (affective layer of the HEM), and improving the reputation, will lead to increasing brand equity and loyalty (conative layer of the HEM). This work study a novel theoretical contribution to both the CSR and brand management literatures. Moreover, this study compared public and private higher education institutions for the direct effects of CSR on brand reputation, equity, and loyalty and the indirect effects of CSR on brand equity and loyalty through brand reputation using the HEM. To our knowledge, this study is one of the earliest studies to utilise the HEM process of cognition, affective, and conation from the HEM framework in understanding the responses to CSR information, specifically in the context of higher education. Additionally, past study studies rely heavily on a theoretical framework such as the stakeholder theory and social exchange theory (Ahmed et al., 2020; Rupp et al., 2018; Shah et al., 2020; Slack et al. 2015; Waheed and Yang, 2018; Waheed and Zhang, 2020). Therefore, this study by these comparisons offers new insights for the effects of CSR on brand management of public and private higher education organisations, which theses insights can be considered another significant theoretical contribution of the current study to the CSR and brand management literature in the higher education context. This study also contributes a novel theoretical addition to the field by measuring and evaluating the effects of CSR on brand management in public and private higher education organisations using the HEM. Additionally, incorporating new constructs such as brand reputation, loyalty, and equity in the context of both public and private higher education institutions in relation to the perceived CSR, can contribute to the HEM literature by expanding the application of this model in a new context, as well as application of this model in CSR literature.

H1. There is a significant difference between the direct effect of CSR on brand reputation between public and private universities.

H2. There is a significant difference between the direct effect of CSR on brand equity between public and private universities.

H3. There is a significant difference between the direct effect of CSR on brand loyalty between public and private universities.

H4. There is a significant difference between the direct effect of brand reputation on brand equity between public and private universitie.

H5. There is a significant difference between the direct effect of brand reputation on brand loyalty between public and private universities.

H6. There is a significant difference between the indirect effect of CSR on brand equity through brand reputation between public and private universities.

H7. There is a significant difference between the indirect effect of CSR on brand loyalty through brand reputation between public and private universities.