The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Behiye Beğendik; Serhan Karadeniz

doi:10.26466/opusjsr.1350910

TR EN

The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Öz

İşletmeler, faaliyet gösterdikleri toplumun birer parçası olarak, sadece tüketicinin ihtiyaçları ekseninde örgütlenmekle kalmayıp, sosyal pazarlama anlayışı doğrultusunda toplumda yaşanan gelişmelere de duyarlı davranmaktadır. Kurumsal sosyal sorumluluk (KSS) faaliyetlerinin kollarından biri olan hayırseverlik boyutu doğrultusunda işletmeler planlı olarak topluma katkı sunmaktadır. Bu planlı çalışmalar, tüketici algılarını etkilemektedir. Planlı KSS faaliyetlerinin yanı sıra, deprem, sel gibi afet dönemlerinde de işletmeler büyük rol üstlenmektedir. Yüzyılın felaketi olarak adlandırılan Kahramanmaraş depreminde 10 ilde büyük yıkımlar sonrasında, devletin yanı sıra, vatandaş ve işletmeler de olanaklarını seferber etmiştir. Bu çalışmada afet döneminde KSS çalışmalarının marka denkliği ve müşteri tatmini üzerine etkileri incelenmiştir. Araştırmada 429 katılımcıdan online olarak toplanan veriler, Yapısal Eşitlik Modeli ile analiz edilmiştir. Analiz ile, KSS’nin marka denkliği üzerinde pozitif anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. Bunun yanı sıra, marka denkliğinin de müşteri tatmini üzerinde pozitif ve anlamlı bir etkisi olduğu doğrulanmıştır. Araştırma, aynı zamanda, KSS değişkeninin müşteri tatmini üzerinde doğrudan anlamlı bir etkisi olduğu sonucuna işaret etmektedir. Son olarak, KSS müşteri tatmini ilişkisinde marka denkliğinin tam aracı etkisi olduğu görülmüştür.

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk , Afet Dönemi , Marka Denkliği , Müşteri Tatmini , Yapısal Eşitlik Modeli

The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Abstract

Enterprises, as integral components of the societies in which they operate, extend their organizational framework beyond consumer needs alone. They exhibit sensitivity to societal advancements towards the elements of social marketing. In line with Corporate Social Responsibility (CSR) activities, businesses contribute to society in a planned manner. These well-orchestrated endeavors invariably exert a discernible influence on consumer perceptions. Furthermore, enterprises assume significant roles during disaster periods such as earthquakes and floods, alongside their planned CSR activities. Following the devastating Kahramanmaraş earthquake, which was dubbed a calamity of the century, businesses, alongside the government and citizens, mobilized their resources to address the substantial damages across ten provinces. In this study, the effects of CSR activitieson brand equity and customer satisfaction during the disaster period were examined. Data collected online from 429 participants were analyzed using Structural Equation Modeling. Analysis results show that CSR has a positive effect on brand equity. Moreover, brand equity exhibited a positive and meaningful influence on customer satisfaction. The established model demonstrated that CSR not only directly affects customer satisfaction but also serves as a mediator between CSR and brand equity, ultimately affecting customer satisfaction.

Keywords

Corporate Social Responsibility , Disaster Periods , Brand Equity , Customer Satisfaction , Structural Equation Modeling

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Details

Primary Language

Turkish

Subjects

Strategy, Management and Organisational Behaviour (Other)

Journal Section

Research Article

Authors

Behiye Beğendik ^*
0000-0002-7615-2049
Türkiye

Serhan Karadeniz
0000-0001-5109-3997
Türkiye

Early Pub Date

October 26, 2023

Publication Date

October 30, 2023

Submission Date

August 28, 2023

Acceptance Date

October 13, 2023

Published in Issue

Year 2023 Volume: 20 Number: Human Behavior and Social Institutions

DOI

https://doi.org/10.26466/opusjsr.1350910

IZ

https://izlik.org/JA57RA57LX

APA

Beğendik, B., & Karadeniz, S. (2023). The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods. OPUS Journal of Society Research, 20(Human Behavior and Social Institutions), 898-916. https://doi.org/10.26466/opusjsr.1350910

The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Öz

Anahtar Kelimeler

The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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