CSR OR ISO CERTIFICATION: WHAT DOES REALLY MATTER FOR CONSUMER IN DEVELOPING COUNTRIES
Download| Volume 15 Issue 1 2019 | |
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| Author(s): |
Ammar Ahmad
Muhammad Azeem
Sanober Salman Shaikh
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| Abstract | This empirical study was aimed to discover the impact of corporate social responsibility (CSR) and international standardization of organization (ISO) on corporate reputation (CR) and corporate reputation's effect on consumer loyalty (CL). In addition, the relationship of corporate reputation & trust (T), corporate reputation with consumer company identification (CCI) was also examined. Lastly, the association of consumer company identification, trust, and consumer loyalty (CL) was also analyzed. The data was collected from 500 students of three different universities and a survey instrument was administrated. Overall, eight hypotheses were examined to confirm the relationship among variables by using the CFA (Confirmatory Factor Analysis), and structural equation modeling (SEM) was used to test the validity of the instrument with the help of AMOS and SPSS software. The result indicated that ISO and environmental CSR has a direct relationship with corporate reputation. Corporate reputation had a direct association with trust. Whereas, corporate reputation was significantly positively related to consumer company identification. Subsequently, Trust also showed a positive relationship with loyalty, and a positive relationship was found between consumer company identification and consumer loyalty. Furthermore, results showed that community development- corporate social responsibility had no relationship with corporate reputation and corporate reputation was significantly related to customer loyalty. The findings of this study contribute to the literature provided instrument authenticity and adaptability in the Pakistani context. In this study limitations and future recommendations were also provided. |
| Keywords | CSR, ISO, Consumer Company Identification, Corporate Reputation, Trust, Consumer Loyalty |
| Year | 2019 |
| Volume | 15 |
| Issue | 1 |
| Type | Research paper, manuscript, article |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | D11, D18 | DOI | http://dx.doi.org/10.46745/ilma.jbs.2019.15.01.08 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Type OF Review | Double Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.1/8.pdf | Page | 95-111 | References | Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior.
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