• The Journal of Asian Finance, Economics and Business
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• v.9 no.10
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• pp.73-83
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• 2022

On the underpinning theory of the Resource Based Theory, this research examines the impact of corporate social responsibility and green marketing strategy on business performance with the moderating role balanced scorecard. Corporate social responsibility concentrates on related to government, the environment, customers, and employees. Green marketing strategy concentrates on approaches in terms of green products, green prices, green places, and green promotion. Business performance is measured by groups of indicators financial, and non-financial. The moderating role balanced the scorecard at the financial, customer, process, learning, and growth level. Research results with survey data from 419 managers at different food enterprises in Ho Chi Minh City processed through the structural analysis method, showed that corporate social responsibility has the strongest positive impact on business performance, followed by the green marketing strategy as the second strong positive impact on the business performance and results also showed that the balanced scorecard moderating role increases the level of the strong positive impact of the above relationship. Besides, it also showed the difference in the demographic control variables. Based on the findings, some implications are drawn to help the managers of enterprises improve the moderating role balanced scorecard when implementing corporate social responsibility and green marketing strategies thereby contributing to increasing business performance.

• Asia-Pacific Journal of Business
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• v.9 no.3
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• pp.25-35
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• 2018

Research addressing international new ventures' social responsibility activities is scarce. Specifically, researchers have little account for the effects of an international new venture's social responsibility efforts on the outcomes of relationships with local customers in emerging economies. Against this background, we attempt to extend the boundaries of an understanding of the effects of international new ventures' social responsibility engagement on local customers' loyalty through customer trust and customer identification in emerging economies. Based mainly on the stakeholder theory and the relationship marketing theory, our study conceptualize two facets of international new ventures' social responsibility efforts: ethical and philanthropic corporate social responsibility engagement. In addition, we identify positive customer relationship-building mechanisms for each facet. Furthermore, our study presents an empirically testable propositions that would explain how international new ventures' social responsibility efforts influence the outcomes of relationships with local customers in emerging economies. Finally, this manuscript provides a discussion of the present study' implications for theory and practice and limitations that naturally lead to future research on international new ventures' social responsibility activities in developing economies.

• The Journal of Industrial Distribution & Business
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• v.11 no.3
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• pp.63-71
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• 2020

Purpose: Most of all studies regarding corporate social responsibility have been dealing with its direct performance. Many previous studies provided the evidence that corporate social responsibility activities directly affect firms' competitiveness or corporate reputation. However, there are no studies regarding the role of social capital between corporate social responsibility and firms' competitiveness. The present study aims to examine a mediating role of social capital between corporate social responsibility and corporate reputation. Research design, data and methodology: The structural equation model integrating corporate social responsibility, social capital, and corporate reputation was proposed with three hypotheses. Questionnaire including 15 question items for three concepts was designed. Data for testing hypotheses were collected from students and staff who had experienced the social responsibility activities of Korea Hydro & Nuclear Co. Ltd. SPSS and SmartPLS were used to analyze data. Results: All three hypotheses were supported at the significance level of 0.01. Corporate social responsibility have a significant influence on social capital as well as corporate reputation. Social capital plays a mediating role in the relationship between corporate social responsibility and corporate reputation. Conclusions: The present paper identified a missing link between corporate social responsibility and corporate reputation by validating an indirect effect of corporate social responsibility on corporate reputation through social capital. The present study contributes to finding the indirect link between corporate social responsibility and corporate reputation. Implications for academics and practitioners. The research model can be extended to analyze the relationship between corporate social responsibility and its performance. The present study sheds light on identification of a new role of social capital. Managers of firms have the opportunity to recognize the fact that investment recovery of corporate social responsibility results from social capital and corporate reputation in long-term rather than short-term. The results of this study offers an insight that managers can enhance customer loyalty. The process linking corporate social responsibility to corporate reputation through social capital implies that firms can realize spiritual marketing delivering authentic storytelling through corporate social responsibility. The present study has a limitation for generalizing of research results because the sampling came from a case of firm.

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.162-172
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• 2011

The purpose of this study is to examine the influences of social responsibility and culture marketing on corporate image and brand equity in the casual wear market. In addition, whether corporate image and brand equity have impact on purchase intention is investigated among high school students in a local area. Two casual brands, Polham and Tate are selected for this study. The data are collected from male and female adolescents living in a local area with convenience sampling method. A total of 402 useful data are analyzed by SPSS 14.0 program. The results of this study are as follows. First, there are significant relationships among corporate social responsibility, culture marketing, corporate image, and brand equity of two brands. Second, environmental cultural support, social contribution, and economical responsibility of CSR present positive influences on corporate image and brand equity in common between two brands. Especially environmental cultural support of fashion business is highly important to improve corporate image and brand equity. Third, cultural direction and cultural business marketing are more influential than cultural sales promotion or cultural support marketing to improve corporate image and brand equity. Fourth, corporate image does not have a direct influence on the purchase intention, but brand equity factors show significant influences on the purchase intention. In conclusion, fashion companies should commit to perform corporate social responsibility and culture marketing that are suitable to target market for the long term, since these efforts would improve corporate image and build brand equity.

• Journal of East Asia Management
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• v.5 no.1
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• pp.1-31
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• 2024

Based on the perspective of consumers and the method of value engineering, this paper uses "CSR expectation deviate level" to measure corporate social responsibility, and discusses the influence of corporate social responsibility on financial performance and its action path. This paper collected the questionnaire survey data of 878 consumers and the panel data of 98 listed companies from 2009 to 2012. The empirical results show that: (1) Consumers pay more attention to products and services, charity, environmental protection and their responsibilities to employees, and less attention to their responsibilities to shareholders or creditors and partners; (2) Corporate social responsibility is negatively correlated with financial performance, and corporate marketing ability plays a moderating role in it. That is, the smaller the gap between the level of corporate social responsibility fulfilled by enterprises and consumers' expectations, the better the financial performance of enterprises, which also reminds enterprises that they need to rationally allocate corporate social responsibility resources and constantly cultivate their own marketing capabilities, so as to better meet the level of corporate social responsibility expected by consumers. The value engineering method quantifies consumers' value perception of corporate social responsibility, which has a certain practical guiding role. Of course, there are some limitations in this paper, and future research can further explore the potential impact mechanism.

• The Research Journal of the Costume Culture
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• v.14 no.4
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• pp.684-697
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• 2006

The purpose of this study was to exam the effect of fashion social responsibility of fashion corporate brand on brand attachment and equity. A total of 217 female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. As the result, first, corporate social responsibility was classified into five factors such as social service, public local facility, economic responsibility, consumer protection and environmental protection factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into four factors such as loyalty, quality-image, marketing and recognition factors. Generally, fashion social responsibility factors was correlated with higher scores on brand attachment and brand equity. Finally, the results revealed that corporate social responsibility accounted for 12% of the explained variance brand attachment, also brand attachment accounted for 32% of the explained variance brand equity, while Corporate social responsibility accounted for 14% of the explained variance brand equity. Based on these results, fashion brand marketing strategies would be suggested.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.6
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• pp.1856-1868
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• 2008

This paper is about what is the effect of cultural marketing - which is affecting business ethics and social responsibility - on corporate image and formation of brand asset, and about which is getting more influence by cultural marketing among factors that is forming corporate image and brand asset. The results are like below. First, cultural marketing activities had an indirect influence on the corporate brand asset. Second, cultural marketing had an direct influence on the corporate brand image. Third, cultural marketing had a positive impact on reminding of the brand image. Fourth, social responsibility and business ethics had an indirect influence on the brand loyalty. Fifth, corporate social responsibility and business ethics had a positive impact on the brand image. Sixth, among the corporate social responsibility, community activities played a control variables. Seventh, regarding the characteristics of the respondents it showed that there's perception gaps among marketing, responsibility and ethics as well as brand assets. All in all, cultural marketing had an indirect effect on formulating corporate brand asset by the means of corporate image. The result is pointing out the importance of establishing a strategic marketing plan that is taking harmony between the character of cultural marketing and media, continuous and long-term plan, connection with the type of the brand asset into account. Moreover, as people realized that corporate business activities are brining not only economic consequences, such as providing goods and services but also social consequences, such as uneven distribution of wealth, dirty links between business and politics, consumers' security, pollution, and etc., companies are reconsidering its own role in society. This reconsideration is called corporate social responsibility and this pushed the company to keep business ethics together with their business.

• Asia Marketing Journal
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• v.25 no.4
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• pp.219-230
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• 2024

Previous literature supports the importance of corporate social responsibility (CSR) by demonstrating its effects on various aspects of firm performance. However, the extent to which CSR contributes to social well-being, its original objective, has rarely been examined. The current research investigates the impact of customers' perceived CSR of service firms on customer happiness. Two studies confirm our proposition that perceived CSR increases customer happiness by enhancing perceptions of warmth and competence associated with the service company. Furthermore, we examine how the type of service moderates this effect. Specifically, we find that the indirect effects of CSR on customer happiness through perceptions of warmth and competence are stronger for credence services than for experience services. This research makes theoretical contributions to the literature on CSR, happiness, and service, and offers practical implications for marketing tactics, including fostering long-term customer relationships and monitoring the effectiveness of CSR activities and corporate budget allocations.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.547-560
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• 2011

This study examines the effect of corporate social responsibility on the corporate image and purchase intention. The data were obtained from 320 male and female 'C' university students in Daejeon in October of 2010. The data were analyzed by descriptive statistics, factor analysis, reliability analysis, regression analysis using the SPSS-WIN 15.0 and AMOS 7.0 program. The results were as follows. First, corporate social responsibility consists of five dimensions: community/cultural service, social contribution, environmental protection, consumer protection/legal responsibility, and economic responsibility. Purchase intention consists of comparative purchase and priority purchase. Second, social contribution, consumer protection/legal responsibility, and economic responsibility affect the corporate image. Third, social contribution and consumer protection/legal responsibility also affect purchase intention. Forth, the corporate image affects purchase intention. The findings of this study are expected to be used as basic data for establishing differentiated marketing strategies in fashion company.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.1
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• pp.61-71
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• 2020

This study looks at 'Corporate Social Responsibility' which is required for the fashion industry and brands in modern times. The American fashion brand known for its corporate social responsibility activities, 'Patagonia' is the case study for this research. The purpose of this study is to make suggestions to eco-friendly, outdoor and casual apparel fashion brands that want to introduce corporate social responsibility programs by considering the case of Patagonia's "Worn Wear" campaign. The method of this study was to review corporate social responsibility, previous studies on Patagonia, and literature, such as domestic and foreign media, Patagonia's official homepage, specialty publications, and media. The study concerning corporate social responsibility is focused on Patagonia's "Worn Wear". Worn Wear is Patagonia's system that repurchases and repairs products from Patagonia's own consumers. The study found that the well known corporate social responsibility led to increased sales. Patagonia's social responsibility activities are thought to be part of the brand identity that goes beyond marketing. In the Worn Ware case, repurchasing products from consumers and reselling them or reprocessing them resulted in increased sales, increased consumer engagement, and higher brand attention. The suggestion for a fashion company or brand in a category similar to Patagonia that is looking to engage in corporate social responsibilbty is to adopt and continue a campaign that 'consists of a successful marketing image, connecting memories and new experiences, separated shopping channels while diversifying the creation of distribution and contact channels'.