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CONSUMERS’ PERCEPTIONS ABOUT CORPORATE SOCIAL RESPONSIBILITY PRACTICES: A PROFILE RESEARCH ON SKEPTICISM AND BRAND LOYALTY

Year 2022, Issue: 48, 341 - 363, 01.01.2022

Uğur Uğur Tuğba Kılıçer

https://doi.org/10.30794/pausbed.790532

Abstract

This research aims to determine the profiles of consumers' perceptions about corporate social responsibility practices from the perspective of skepticism and whether the brand loyalty of consumers with different profiles differed. In research, the skepticism tendencies of the consumers towards social responsibility practices were examined in terms of the "Persuasion Knowledge Model". In the analysis of the data, explanatory factor analysis, cluster analysis, discriminant analysis, and one-way variance analysis were used. It is determined that the dimensions of skepticism as agent knowledge, topic knowledge, persuasion knowledge and opposition of promotion, dimensions of brand loyalty as cognitive, affective, action, and multi-brand loyalty. Participants are divided into four clusters according to the tendencies of skepticism: social responsibility opponents, moderate skeptics, social responsibility supporters, and non-skeptics. Significant differences are also found among the four clusters in terms of brand loyalty dimensions. Among the features that distinguish the clusters from each other best the first powerful function is agent knowledge, the second is persuasion knowledge. In the direction of the results, suggestions were offered for implementation and future research.

Keywords

Corporate Social Responsibility Persuasion Knowledge Model Consumer Skepticism Brand Loyalty

References

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TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI

Year 2022, Issue: 48, 341 - 363, 01.01.2022

Uğur Uğur Tuğba Kılıçer

https://doi.org/10.30794/pausbed.790532

Abstract

Bu araştırmanın amacı, tüketicilerin kurumsal sosyal sorumluluk uygulamalarına yönelik algılarını şüphecilik perspektifinden inceleyerek profillerini ortaya koymak ve farklı profillere sahip tüketicilerin marka bağlılığının farklılaşıp farklılaşmadığını belirlemektir. Araştırmada tüketicilerin sosyal sorumluluk uygulamalarına yönelik şüphecilik eğilimleri “İkna Bilgi Modeli” açısından incelenmiştir. Veriler analiz edilirken açıklayıcı faktör analizi, kümeleme analizi, diskriminant analizi ve tek yönlü varyans analizi kullanılmıştır. Araştırmada sosyal sorumluluk uygulamalarına yönelik şüpheciliğin boyutları; işletme bilgisi, konu bilgisi, ikna bilgisi ve tutundurma karşıtlığı olmak üzere dört boyuttan oluşmaktadır. Marka bağlılığının boyutları ise bilişsel, duygusal, davranışsal ve çoklu marka bağlılığı olarak belirlenmiştir. Katılımcılar şüphecilik eğilimlerine göre sosyal sorumluluk karşıtları, ılımlı şüpheciler, sosyal sorumluluğu destekleyenler ve şüpheci olmayanlar olarak dört kümede toplanmaktadır. Dört küme arasında marka bağlılığı boyutları bakımından da anlamlı farklılıklar tespit edilmiştir. Kümeleri birbirlerinden en iyi ayırt eden özellikler arasında birinci en güçlü fonksiyon işletme bilgisi, ikincisi ise ikna bilgisidir. Bu sonuçlar doğrultusunda uygulamaya ve gelecekteki araştırmalara dönük önerilerde bulunulmuştur.

Keywords

Kurumsal Sosyal Sorumluluk Tüketici Şüpheciliği Marka Bağlılığı İkna Bilgi Modeli

References

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  • Aljarah, A. ve Ibrahim, B. (2020). “The Robustness of Corporate Social Responsibility and Brand Loyalty Relation: A Meta-Analytic Examination”, Journal of Promotion Management, 26(7): 1038-1072.
  • Andreasen, A.R. (2003). “The Life Trajectory of Social Marketing: Some Implications”, Marketing Theory, 3(3): 293-303.
  • Anghel, L.D., Grigore, G.F. ve Roşca, M. (2011). “Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence Upon Consumers’ Attitude”, Amfiteatru Economic, XIII(29): 72-85.
  • Angjelova, A. ve Sundström, P. (2015). Reducing Consumer Skepticism when Communicating CSR. (Bachelor Thesis). Sweden: Jököping International Business School.
  • Aytekin, P. (2015). “Persuasion Knowledge and Ad Skepticism”, International Journal of Research in Social Sciences, 4(10): 8-14.
  • Bailey, A.A. (2007). “Public Information and Consumer Skepticism Effects on Celebrity Endorsements: Studies among Young Consumers”, Journal of Marketing Communications, 13(2): 85-107.
  • Barkah (2015). “The Influence of Affinity for the Cause, Cause Proximity and Company-Cause Fit on Customer Loyalty with Skepticism as Intervening Variable (Study on Aqua Drinking Water Customerin Pontianak, West Kalimantan)”, European Journal of Business and Management, 7(10): 182-191.
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  • Brønn, P.S. ve Vrioni, A.B. (2000). Measuring Skepticism to Cause Related Marketing: Preliminary Norwegian Results. (Discussion Paper). Norwegian School of Management BI.
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  • Carroll, A. (1979). “A Three-Dimensional Conseptual Model of Corporate Performance”, The Academy of Management Review, 4(4): 497-505.
  • Chaisurivirat, D. (2009). The Effect of Corporate Social Responsibility: Exploring The Relationship among CSR, Attitude Toward The Brand, Purchase Intention and Persuasion Knowledge. Graduate Theses and Dissertations. University of South Florida, U.S.A.
  • Chaudary, S. ve Ali, M. (2016). “The Spillover Effect of CSR Initiatives on Consumer Attitude and Purchase Intent: The Role of Customer-Company Identification with the Moderating Effect of Awareness”, Pakistan Journal of Commerce and Social Sciences, 10(2): 368-387.
  • Cuesta‐Valiño, P., Rodríguez, P. G. ve Núñez‐Barriopedro, E. (2019). “The Impact of Corporate Social Responsibility on Customer Loyalty in Hypermarkets: A New Socially Responsible Strategy”, Corporate Social Responsibility and Environmental Management, 26:761–769.
  • Çavuşoğlu, S.B., Karaman, Ö. ve Dal. S. (2016). “İstanbul Üniversitesi Spor Bilimleri Fakültesi Öğrencilerinin, Ünlü Kullanılan ve Kullanılmayan Spor Ürünü Dergi Reklamlarına Yönelik Yorumlarının İkna Bilgi Modeline Göre Değerlendirilmesi”, Sosyal Bilimler Dergisi, 8: 287-300.
  • Dalal, B. (2020). “The Antecedents and Consequences of CSR Skepcism: An Integrated Framework”, Journal of Sustainable Marketing, 1(1):1-9.
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There are 84 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Articles
Authors

Uğur Uğur 0000-0001-6009-6356

Tuğba Kılıçer 0000-0003-4583-7915

Early Pub Date December 31, 2021
Publication Date January 1, 2022
Acceptance Date March 24, 2021
Published in Issue Year 2022 Issue: 48

Cite

APA Uğur, U., & Kılıçer, T. (2022). TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(48), 341-363. https://doi.org/10.30794/pausbed.790532
AMA Uğur U, Kılıçer T. TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI. PAUSBED. January 2022;(48):341-363. doi:10.30794/pausbed.790532
Chicago Uğur, Uğur, and Tuğba Kılıçer. “TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 48 (January 2022): 341-63. https://doi.org/10.30794/pausbed.790532.
EndNote Uğur U, Kılıçer T (January 1, 2022) TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 48 341–363.
IEEE U. Uğur and T. Kılıçer, “TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI”, PAUSBED, no. 48, pp. 341–363, January 2022, doi: 10.30794/pausbed.790532.
ISNAD Uğur, Uğur - Kılıçer, Tuğba. “TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 48 (January 2022), 341-363. https://doi.org/10.30794/pausbed.790532.
JAMA Uğur U, Kılıçer T. TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI. PAUSBED. 2022;:341–363.
MLA Uğur, Uğur and Tuğba Kılıçer. “TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 48, 2022, pp. 341-63, doi:10.30794/pausbed.790532.
Vancouver Uğur U, Kılıçer T. TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI. PAUSBED. 2022(48):341-63.
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