The Effect of Brand Image on Behavioral Intention in the Context of Perceived Corporate Social Responsibility and Innovativeness: An Evaluation of Sustainable Apparel Brands with Structural Equation Model

Abstract

Corporate social responsibility and innovation are prominent activities which complement each other whereby enhancing sustainability in an organisation. By embracing innovation as a strategy while fulfilling social and environmental responsibilities, businesses both achieve economic growth and contribute to the needs of society. The transformation of businesses operating in the apparel industry through these activities in the field of sustainability has become a prerequisite for gaining competitive advantage. Apparel companies influence consumer perceptions and behaviours through these activities and can increase their brand image and revenues. This study aims to investigate the impact of corporate social responsibility and innovation activities undertaken by brands operating in the apparel industry within the context of sustainability on consumer perceptions, brand image, and behavioral intentions. To this end, a survey was conducted to a sample of university students in Ankara. Throughout the research, 6 hypotheses were developed and these were analyzed with Structural Equation Model. All hypotheses were accepted upon the analysis. The findings show that there is a positive correlation between the perceived corporate social responsiblity and perceived innovativeness. Additionally, these variables positive effect on brand image and behavioural intention. Along with this, there is also positive relationship between brand image and behavioural intention.

Keywords

• Corporate social responsibility
• Innovativeness
• Brand image
• Behavioral intention
• Sustainability.

Algılanan Kurumsal Sosyal Sorumluluk ve Yenilikçilik Bağlamında Marka İmajının Davranışsal Niyet Üzerine Etkisi: Yapısal Eşitlik Modeli ile Sürdürülebilir Giyim Markaları Üzerine Bir Değerlendirme

Öz

Kurumsal sosyal sorumluluk ve yenilikçilik birbirini bütünleyen ve sürdürülebilirliği teşvik eden önemli faaliyetlerdir. İşletmeler, toplumsal ve çevresel sorumlulukları yerine getirirken yenilikçiliği bir strateji olarak benimseyerek, hem ekonomik büyüme sağlarlar hem de toplumun ihtiyaçlarına katkıda bulunurlar. Hazır giyim endüstrisinde faaliyet gösteren işletmelerin sürdürülebilirlik alanında bu faaliyetlerle dönüşümü rekabet avantajı sağlamalarının ön koşulu haline gelmiştir. Giyim işletmeleri bu faaliyetler ile tüketici algılarını ve davranışlarını etkilemekte; marka imajlarını ve gelirlerini artırabilmektedirler. Bu çalışma, hazır giyim sektöründe faaliyet gösteren markaların sürdürülebilirlik bağlamında gerçekleştirdiği kurumsal sosyal sorumluluk ile yenilikçilik faaliyetlerinin tüketicilerin algılarına, marka imajına, davranışsal niyetlerine olan etkisinin araştırılmasını amaçlamıştır. Bu doğrultuda, Ankara’da bulunan bir üniversitenin öğrencilerine anket uygulanmıştır. Çalışmanın temel amacı kapsamında 6 hipotez geliştirilmiş ve yapısal eşitlik modeli uygulanarak analizi yapılmıştır. Hipotezlerin hepsi kabul edilmiştir. Algılanan kurumsal sosyal sorumluluk ile algılanan yenilikçilik arasında pozitif ilişki olduğu, bu değişkenlerin de marka imajı ve davranışsal niyeti pozitif etkilediği tespit edilmiştir. Ayrıca marka imajı ile davranışsal niyet arasında da pozitif ilişki bulunmuştur.

Anahtar Kelimeler

• Kurumsal sosyal sorumluluk
• Yenilikçilik
• Marka imajı
• Davranışsal niyet
• Sürdürülebilirlik.

Kaynakça

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