The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Behiye Beğendik; Serhan Karadeniz

Makale detayları

The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Yazarlar:

Behiye Beğendik | Serhan Karadeniz

Yayıncı:

İdeal Kent Yayınları

Ana Başlıklar:

Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue Human Behavior and Social Institutions, pp.898-916

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001300337

pISSN:

2791-9862

Anahtar kelimeler:

Özet:

 Enterprises, as integral components of the societies in which they operate, extend their organizational framework beyond consumer needs alone. They exhibit sensitivity to societal advancements towards the elements of social marketing. In line with Corporate Social Responsibility CSR activities, businesses contribute to society in a planned manner. These well-orchestrated endeavors invariably exert a discernible influence on consumer perceptions. Furthermore, enterprises assume significant roles during disaster periods such as earthquakes and floods, alongside their planned CSR activities. Following the devastating Kahramanmaraş earthquake, which was dubbed a calamity of the century, businesses, alongside the government and citizens, mobilized their resources to address the substantial damages across ten provinces. In this study, the effects of CSR activitieson brand equity and customer satisfaction during the disaster period were examined. Data collected online from 429 participants were analyzed using Structural Equation Modeling. Analysis results show that CSR has a positive effect on brand equity. Moreover, brand equity exhibited a positive and meaningful influence on customer satisfaction. The established model demonstrated that CSR not only directly affects customer satisfaction but also serves as a mediator between CSR and brand equity, ultimately affecting customer satisfaction.

 Enterprises, as integral components of the societies in which they operate, extend their organizational framework beyond consumer needs alone. They exhibit sensitivity to societal advancements towards the elements of social marketing. In line with Corporate Social Responsibility CSR activities, businesses contribute to society in a planned manner. These well-orchestrated endeavors invariably exert a discernible influence on consumer perceptions. Furthermore, enterprises assume significant roles during disaster periods such as earthquakes and floods, alongside their planned CSR activities. Following the devastating Kahramanmaraş earthquake, which was dubbed a calamity of the century, businesses, alongside the government and citizens, mobilized their resources to address the substantial damages across ten provinces. In this study, the effects of CSR activitieson brand equity and customer satisfaction during the disaster period were examined. Data collected online from 429 participants were analyzed using Structural Equation Modeling. Analysis results show that CSR has a positive effect on brand equity. Moreover, brand equity exhibited a positive and meaningful influence on customer satisfaction. The established model demonstrated that CSR not only directly affects customer satisfaction but also serves as a mediator between CSR and brand equity, ultimately affecting customer satisfaction.

 Enterprises, as integral components of the societies in which they operate, extend their organizational framework beyond consumer needs alone. They exhibit sensitivity to societal advancements towards the elements of social marketing. In line with Corporate Social Responsibility CSR activities, businesses contribute to society in a planned manner. These well-orchestrated endeavors invariably exert a discernible influence on consumer perceptions. Furthermore, enterprises assume significant roles during disaster periods such as earthquakes and floods, alongside their planned CSR activities. Following the devastating Kahramanmaraş earthquake, which was dubbed a calamity of the century, businesses, alongside the government and citizens, mobilized their resources to address the substantial damages across ten provinces. In this study, the effects of CSR activitieson brand equity and customer satisfaction during the disaster period were examined. Data collected online from 429 participants were analyzed using Structural Equation Modeling. Analysis results show that CSR has a positive effect on brand equity. Moreover, brand equity exhibited a positive and meaningful influence on customer satisfaction. The established model demonstrated that CSR not only directly affects customer satisfaction but also serves as a mediator between CSR and brand equity, ultimately affecting customer satisfaction.

 İşletmeler, faaliyet gösterdikleri toplumun birer parçası olarak, sadece tüketicinin ihtiyaçları ekseninde örgütlenmekle kalmayıp, sosyal pazarlama anlayışı doğrultusunda toplumda yaşanan gelişmelere de duyarlı davranmaktadır. Kurumsal sosyal sorumluluk KSS faaliyetlerinin kollarından biri olan hayırseverlik boyutu doğrultusunda işletmeler planlı olarak topluma katkı sunmaktadır. Bu planlı çalışmalar, tüketici algılarını etkilemektedir. Planlı KSS faaliyetlerinin yanı sıra, deprem, sel gibi afet dönemlerinde de işletmeler büyük rol üstlenmektedir. Yüzyılın felaketi olarak adlandırılan Kahramanmaraş depreminde 10 ilde büyük yıkımlar sonrasında, devletin yanı sıra, vatandaş ve işletmeler de olanaklarını seferber etmiştir. Bu çalışmada afet döneminde KSS çalışmalarının marka denkliği ve müşteri tatmini üzerine etkileri incelenmiştir. Araştırmada 429 katılımcıdan online olarak toplanan veriler, Yapısal Eşitlik Modeli ile analiz edilmiştir. Analiz ile, KSSnin marka denkliği üzerinde pozitif anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. Bunun yanı sıra, marka denkliğinin de müşteri tatmini üzerinde pozitif ve anlamlı bir etkisi olduğu doğrulanmıştır. Araştırma, aynı zamanda, KSS değişkeninin müşteri tatmini üzerinde doğrudan anlamlı bir etkisi olduğu sonucuna işaret etmektedir. Son olarak, KSS müşteri tatmini ilişkisinde marka denkliğinin tam aracı etkisi olduğu görülmüştür.

Makale detayları

The Impact of Corporate Social Responsibility Activities On Brand Equity And Customer Satisfaction During Disaster Periods

Yazarlar:

Behiye Beğendik | Serhan Karadeniz

Yayıncı:

İdeal Kent Yayınları

Ana Başlıklar:

Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue Human Behavior and Social Institutions, pp.898-916

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001300337

pISSN:

2791-9862

Corporate Social Responsibility

Disaster Periods

Brand Equity

Customer Satisfaction

Structural Equation ModelingKurumsal Sosyal Sorumluluk

Afet Dönemi

Marka Denkliği

Müşteri Tatmini

Yapısal Eşitlik Modeli

Sayı

Makale detayları

Yazarlar: Behiye Beğendik | Serhan Karadeniz

Yayıncı: İdeal Kent Yayınları

Ana Başlıklar: Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi: OPUS Toplum Araştırmaları Dergisi Vol.20 Issue Human Behavior and Social Institutions, pp.898-916

Belge Tipi: Makale

Yayın Tarihi: 10/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001300337

pISSN: 2791-9862

Sayı

Yazarlar:

Behiye Beğendik | Serhan Karadeniz

Yayıncı:

İdeal Kent Yayınları

Ana Başlıklar:

Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue Human Behavior and Social Institutions, pp.898-916

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001300337

pISSN:

2791-9862