Relationship between Corporate Social Responsibility and Marketing Performance: The Mediating Effect of Customer Value and Corporate Image
| Autor: | Wael Mohamed Idris, Sami Aladwan, Laith Salman Alrubaiee, Mahmoud Hussein Abu Joma, Saja Khater |
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| Rok vydání: | 2017 |
| Předmět: |
Mediation (statistics)
business.industry 05 social sciences Stakeholder Context (language use) Corporate branding Customer advocacy 0502 economics and business Corporate social responsibility 050211 marketing Marketing Corporate communication business Relationship marketing 050203 business & management |
| Zdroj: | International Business Research. 10:104 |
| ISSN: | 1913-9012 1913-9004 |
| Popis: | Although Corporate Social Responsibility, Customer Value, Corporate Image and Marketing Performance have become attractive research topics in the business literature, not much is known about their interrelationships. Hence Prior research has examined the relationships within subsets of these concepts. Therefore, this study aims to address this gap by developing a causal model incorporating these concepts to investigate the relationships among them in the context of hospitals. However, main objective of the study is to investigate the mediating effect of Customer Value and Corporate Image on the relationship between Corporate Social Responsibility and Marketing Performance. The proposed model was tested on data were obtain through survey conducted on managers and consultant physicians of private Jordanian hospitals in Amman. A structural equation model analysis was conducted using AMOS 22.0 and PLS 7.0 to verify the reliability and validity of the multi-item scales and to test the hypothesized relationships. However, the results indicate a positive direct effect of Corporate Social Responsibility on Customer Value, Corporate Image and Marketing Performance. Result also indicates a positive directs effect of Customer Value on Corporate Image as well as Marketing Performance. Findings also indicate that Corporate Image has positive direct effects on Marketing Performance. Furthermore, result indicates a partial mediation effect of corporate image and customer value. However, Findings indicate that Corporate Social Responsibility did enhance hospital performance, yet this effect was direct and indirect .Thus, the result positions customer value and corporate image as the primary mechanism through which the beneficial effects of Corporate Social Responsibility are realized. The study concludes with a discussion of the research and managerial implications of these findings. |
| Databáze: | OpenAIRE |
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