THE EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE, PERCEIVED VALUE, CUSTOMER SATISFACTION AND BRAND LOYALTY: BRAND X

Yıl 2012, Cilt: 17 Sayı: 2, 451 - 472, 01.06.2012

  Yrd.doç.dr.selim Said Eren Bilim Uzmanı Sevcan Eker

Öz

The aim of this study is to examine the effects of corporate social responsibility activities of companies producing durable consumer goods on brand image, perceived value, customer satisfaction and brand loyalty. The study consists of four main sections. In the introduction section, the importance of corporate social responsibility is mentioned as the main subject of the study. In the second section, literature regarding with the variables of the study is reviewed. In the third section of the study, research method, data collection process, the questionnaires used in the study, the statistical analyses and findings are presented. Hypotheses put forward in the theoretical part of the article are tested with data collected from 475 consumers living in the European side of Istanbul and who have used brand X at least once. In the final part, the results of the study are discussed and managerial implications and suggestions for future studies are provided. Research findings reveal that corporate social responsibility has positive effect on both brand image and perceived value; brand image has positive effect on perceived value, customer satisfaction and brand loyalty; perceived value has positive effect on customer satisfaction. 

Anahtar Kelimeler

CORPORATE, RESPONSIBILITY, ACTIVITIES

KURUMSAL SOSYAL SORUMLULUK ALGISININ MARKA İMAJI, ALGILANAN DEĞER, MÜŞTERİ TATMİNİ VE MARKA SADAKATİNE ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI: X MARKASI ÖRNEĞİ

Öz

Bu çalışmanın amacı, dayanıklı tüketim malları sektöründeki işletmelerde uygulanan kurumsal sosyal sorumluluk faaliyetlerinin, tüketicilerin marka imajı, algılanan değer, müşteri tatmini ve marka sadakati üzerindeki etkisini incelemektir. Çalışma dört ana bölümden oluşmaktadır. Giriş bölümünde, kurumsal sosyal sorumluluğun önemine, ikinci bölümde
araştırmada yer alan değişkenlerle ilgili literatüre yer verilmiştir.
Çalışmanın üçüncü bölümünde, araştırma metodolojisine ilişkin bilgiler, veri
toplama yöntemi, kullanılan ölçekler, istatistiksel analiz ve bulgulara yer
verilmiştir. Çalışmanın teorik bölümünde ileri sürülen hipotezler, İstanbul’un
Avrupa yakasında yaşayan ve X markasını en az bir kez kullanmış 475
tüketiciden toplanan verilerle test edilmiştir. Son bölümde ise araştırmada
elde edilen genel sonuçlar, işletmeler için ve gelecekte yapılacak çalışmalar
için öneriler yer almaktadır. Araştırma bulguları, kurumsal sosyal
sorumluluğun hem marka imajı hem de algılanan değer üzerinde; marka
imajının algılanan değer, müşteri tatmini ve marka sadakati üzerinde;
algılanan değerin ise müşteri tatmini üzerinde etkili olduğunu ortaya
koymaktadır.

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk, Marka İmajı, Algılanan Değer, Müşteri Tatmini, Marka Sadakati

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