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Green CSR and Brand Attitude: The Role of Stereotype Content Model

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  • Tengku Ezni Balqiah

Abstract

This study examines the efficacy of Corporate Social Responsibility motives (CSR-m) and Corporate Ability (CA) in developing Brand Attitude (BA) and Customer Loyalty (CL). A Stereotype Content Model (SCM), i.e., a concept of perception toward citizens of other countries in the warm and competence dimension, was used as a moderating variable that affects the relationship among CSR-m, CA, and BA.The survey was conducted in Jakarta, the capital city of Indonesia, in regard to two global brands: Coca-Cola and Toyota. The 173 respondents were customers of those two brands. The data were analyzed with factor analysis, multiple regression, and t-independent tests. The results revealed differences between these two global brands, which have a direct impact on CSR-m on BA but with different motives.Also, it was revealed that SCM moderates the influence of CSR-m toward BA. The implication of this study is CSR-m enhanced BA; therefore, companies must properly choose and manage their type of CSR to increase business performance.

Suggested Citation

  • Tengku Ezni Balqiah, 2018. "Green CSR and Brand Attitude: The Role of Stereotype Content Model," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 230-249.
    • Handle: RePEc:ers:journl:v:xx:y:2017:i:3b:p:230-249
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    File URL: https://www.ersj.eu/dmdocuments/2018_XXI_1_20.pdf
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    References listed on IDEAS

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