TY - GEN
T1 - The impact of corporation social responsibility on relational benefit
T2 - 2009 16th International Conference on Management Science and Engineering, ICMSE 2009
AU - Luo, Yin
AU - Zhang, Ming Li
AU - Wang, Wei
PY - 2009
Y1 - 2009
N2 - Relational benefit is the key of relationship marketing. Exploring the source of relational benefits has great theories and practical value. This paper explores the affect mechanism between corporation social responsibility and relational benefit. Firstly, we find consumer perceived corporation social responsibility consists of product responsibility, environment responsibility and social responsibility. Secondly, we investigate the relationship among corporation social responsibility, brand image and relational benefit by Structure Equation Model. Findings indicate that brand perceived quality, brand personality image and brand social image, have positive and significant effect on confidence benefit, identity-related relational benefit and honor benefit. Product responsibility has positive impact on brand perceived quality. Environment responsibility has positive impact on brand personality image and brand social image. And social responsibility has positive impact on all the three dimensions of brand image. Implications for theory and management are discussed in the last section.
AB - Relational benefit is the key of relationship marketing. Exploring the source of relational benefits has great theories and practical value. This paper explores the affect mechanism between corporation social responsibility and relational benefit. Firstly, we find consumer perceived corporation social responsibility consists of product responsibility, environment responsibility and social responsibility. Secondly, we investigate the relationship among corporation social responsibility, brand image and relational benefit by Structure Equation Model. Findings indicate that brand perceived quality, brand personality image and brand social image, have positive and significant effect on confidence benefit, identity-related relational benefit and honor benefit. Product responsibility has positive impact on brand perceived quality. Environment responsibility has positive impact on brand personality image and brand social image. And social responsibility has positive impact on all the three dimensions of brand image. Implications for theory and management are discussed in the last section.
KW - Brand image
KW - Corporation social responsibility
KW - Relational benefit
KW - Relationship marketing
UR - https://www.scopus.com/pages/publications/72249118167
U2 - 10.1109/ICMSE.2009.5318228
DO - 10.1109/ICMSE.2009.5318228
M3 - 会议稿件
AN - SCOPUS:72249118167
SN - 9781424439706
T3 - 2009 International Conference on Management Science and Engineering - 16th Annual Conference Proceedings, ICMSE 2009
SP - 806
EP - 811
BT - 2009 International Conference on Management Science and Engineering - 16th Annual Conference Proceedings, ICMSE 2009
Y2 - 14 September 2009 through 16 September 2009
ER -