Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust.
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| Title: | Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust. |
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| Authors: | Rasoolimanesh, S. Mostafa1 (AUTHOR), Tan, Poh Ling2 (AUTHOR) pohling.tan@xmu.edu.my, Nejati, Mehran3 (AUTHOR), Shafaei, Azadeh3 (AUTHOR) |
| Source: | Journal of Marketing for Higher Education. Jan-Jun2024, Vol. 34 Issue 1, p156-177. 22p. |
| Subject Terms: | *Higher education, Corporate image, Brand loyalty, Social responsibility of business, House brands, Reputation |
| Geographic Terms: | Malaysia |
| Abstract: | This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students attending a private university in Malaysia. Partial least squares structural equation modeling was applied to assess the measurement model and test the proposed hypotheses. Study findings support all hypotheses. The results confirm the positive direct effect of CSR on brand reputation and brand loyalty, as well as the indirect effects of CSR on brand loyalty through brand reputation and brand trust. This study makes a unique theoretical contribution to the literature through assessing and comparing the mediating role of brand reputation and brand trust between CSR and brand loyalty using the Hierarchy of Effects Model. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
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| Abstract: | This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students attending a private university in Malaysia. Partial least squares structural equation modeling was applied to assess the measurement model and test the proposed hypotheses. Study findings support all hypotheses. The results confirm the positive direct effect of CSR on brand reputation and brand loyalty, as well as the indirect effects of CSR on brand loyalty through brand reputation and brand trust. This study makes a unique theoretical contribution to the literature through assessing and comparing the mediating role of brand reputation and brand trust between CSR and brand loyalty using the Hierarchy of Effects Model. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 08841241 |
| DOI: | 10.1080/08841241.2021.1973645 |
