Kurumsal Sosyal Sorumluluk, Tüketici-Firma Özdeşleşmesi, Marka Prestiji ve Satın Alma Niyeti Arasındaki İlişki

Yıl 2020, Cilt: 7 Sayı: 13, 462 - 473, 25.12.2020

Hilal Özden Özdemir Çakır

Öz

Bu makale, kurumsal sosyal sorumluluk, tüketici-firma özdeşleşmesi, marka prestiji ve satın alma niyeti arasındaki ilişkiyi analiz etmektedir. Araştırma kısmında toplamda 270 tüketici üzerinde anket uygulanmıştır. Elde edilen bulgulara göre kurumsal sosyal sorumluluk imajının, marka prestiji ve tüketici-firma özdeşleşmesi üzerinde pozitif etkisi vardır. Marka prestiji, tüketici-firma özdeşleşmesini pozitif olarak etkilemektedir. Tüketici-firma özdeşleşmesi ise satın alma davranışını olumlu olarak etkilemektedir. Tüketici-firma özdeşleşmesi aynı zamanda kurumsal sosyal sorumluluk imajının tüketicilerin satın alma niyetine olan etkisini yönlendirmektedir. Bu sonuç göstermektedir ki kurumsal sosyal sorumluluk imajı tüketicilerin firma ile özdeşleşmesini sağlamakta ve bu da satın alma niyetine olumlu yansımaktadır.

Anahtar Kelimeler

kurumsal sosyal sorumluluk, tüketici firma özdeşleşmesi, marka prestiji, satın alma niyeti

The Relationship Between Corporate Social Responsibility, Consumer- Company Identification, Brand Prestige and Purchase Intention

Öz

In recent years ,corporate social responsibility(CSR) is getting considerable attention not only from scholars but also from consumers Researches indicate that CSR can increase brand value and positively affect the sales revenues. Moreover, CSR can also give chance to the company to differentiate their products and services from industry competitors and create brand prestige (Malik, 2015, s.432).
CSR image has a positive influence on brand prestige. Park et al. (2014, p.297) adapted Carroll’s four CSR responsibilities (economic, legal, ethical, and philanthropic) to test the relationship among CSR responsibility, consumer trust, and corporate reputation, found out that economic and legal CSR initiatives had a direct positive effect on corporate reputation. Moreover, Saeidia et al. (2015, p.349) found that reputation and competitive advantage mediating the relationship between CSR and firm performance.
CSR image has a positive influence on consumer-company identification and on consumer’s purchase intention.( Sweetin et al. (2013, p. 1825 ) provide an interesting research, found that consumers had higher purchase intention to social responsible company than socially irresponsible company.Consumers started to make their purchase decisions by observing the company’s CSR practices or ethical behaviors. When consumers find out that the company has a good CSR reputation, they tend to reward the company by some methods like word-of-mouth and buying products. Once consumers discover that the company has a bad CSR reputation, they would like to punish the company by some methods like complaining, boycotting, and protesting.( Chen et al, 2015:p. 33) When it comes to consumers’ purchasing behavior, these studies appear to contradict one another; some have been suggested that CSR has a positive impact on consumers’ purchase behavior (Lee & Lee, 2015,p.23 ), and some addressed that CSR only has minor impact (Mohr, Webb, & Harris, 2001, p..50). Brand prestige has a positive influence on consumer-company identification and on consumer’s purchase intention. Lii and Lee (2012) testing CSR reputation (prestige) as a moderator of the relationship among CSR initiatives, consumer-company identification, and brand attitude, found that CSR initiatives have a significant effect on consumer-company identification and brand attitude.(Chen et al, 2015:p.34)
Consumer-company identification has a positive influence on consumer’s purchase intention. Wu and Tsai (2007) found that consumer-company identification positively influences consumer purchase intention. Curras-Perez et al. (2009) confirm that consumer-company identification positively affects consumer’s purchase intention. (Chen et al, 2015:p.37)
This study analyzes relationships between corporate social responsibility, consumer-company identification, brand prestige, and purchase intention. A self-report survey yields data for 270 consumers. According to the results, corporate social responsibility image has a positive effect on brand prestige and consumer-company identification. Brand prestige positively affects consumer-company identification. Consumer-company identification has a positive effect on purchase behavior and it mediates the effect of corporate social responsibility image on consumers’ purchase intention. This outcome shows that corporate social responsibility image creates consumers’ identification with the company, which may enhance consumers’ purchase intention.

Anahtar Kelimeler

corporate social responsibility, brand prestıge, purchase intention

Kaynakça

• Bhattacharya, C.B& and Sankar Sen,(2003) Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies Journal of Marketing, Vol. 67, No. 2), pp. 76-88
• Chen, M, Chen B., Tai P. (2015). The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, Purchase Intention. International Journal of Marketing Studies, 7-5, 33-40.
• Elbedweihy, A. M., & Jayawardhena, C. (2014). Consumer-brand identification: A social identity based review and research directions. Marketing Review, 14(2), 205-228.
• Hildebrand D., Daniel Von der Heyde Fernandes, Andres Rodriguez Veloso, Luiz Antonio Slongo, (2010), Consumer-company Identification: Development and Validation of a Scale, July 2010BAR - Brazilian Administration Review 7(3).
• Jeong, H. J., Paek, H. J., & Lee, M. (2013). Corporate social responsibility effects on social network sites. Journal of Business Research, 66(10), 1889-1895
• Johan, A. & Ulf J. (2007). Corporate social responsibility and the positioning of grocery brands: An explaroraty study of retailer and manufacturer brands at point of purchase. International Journal of Retail and Distribution Management, 35(10)835-856