ABSTRACT

While authenticity and personal values are considered critical components in the brand development process, little research has investigated their roles in the corporate social responsibility (CSR) context. Therefore, this study formulated an empirical research model to maximize the effectiveness of restaurant companies’ CSR efforts by considering the significant roles of CSR authenticity and personal value relevance in establishing and maintaining strong brand loyalty from consumers’ perspectives on CSR. With the data collected in the United States, this study found that consumers’ perception of CSR activities increases their favorable perceptions, attitudes, and behavior toward a restaurant brand through the significant mediating role of CSR authenticity. However, this study also found that depending on the degree of personal value relevance, the significant paths would be different. Based on the empirical findings, this study suggests managerial implications for foodservice companies to effectively design and implement CSR initiatives.

摘要

尽管真实性和个人价值被认为是品牌发展过程中的关键组成部分，但很少有研究调查它们在企业社会责任（CSR）方面的作用。因此，本研究通过从消费者对企业社会责任的角度考虑企业社会责任的真实性和个人价值相关性在建立和维持强大的品牌忠诚度方面的重要作用，建立了一个经验研究模型，以使餐饮公司的企业社会责任工作的效率最大化。根据在美国收集的数据，该研究发现，消费者对CSR活动的感知通过CSR真实性的重要中介作用，增加了他们对餐厅品牌的良好感知，态度和行为。但是，这项研究还发现，根据个人价值的相关程度，重要的途径会有所不同。根据实证研究结果，本研究提出了对餐饮服务公司有效设计和实施CSR计划的管理意义。