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The Effect of the Corporate Social Responsibility of Franchise Coffee Shops on Corporate Image and Behavioral Intention

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  • Jae-Bin Cha

    (Department of Public Health Administration, Kyungmin University, Euijeongbu 11618, Korea)

  • Mi-Na Jo

    (Division of Hotel & Tourism, The University of Suwon, Suwon 18323, Korea)

Abstract

This study investigated the effects of the corporate social responsibility (CSR) of franchise coffee shops on their corporate image and their customers’ behavioral intention. From 5 October 2017 to 26 October 2017, a total of 300 survey questionnaires were distributed, out of which 285 were analyzed. Accordingly, among the dimensions of CSR, only the economic, discretionary, and legal responsibilities had significant effects on corporate image. Moreover, corporate image had a significant effect on customers’ behavioral intention. Therefore, the CSR of franchise coffee shops is an important antecedent of corporate image, while corporate image is an important antecedent of behavioral intention. With respect to the pyramid of CSR, economic responsibilities should be first fulfilled prior to other social responsibilities. In addition, CSR programs will become the core task of corporate sustainable management because CSR can potentially influence consumers to have a positive behavioral intention and can result in product preferences by conveying a particular corporate image.

Suggested Citation

  • Jae-Bin Cha & Mi-Na Jo, 2019. "The Effect of the Corporate Social Responsibility of Franchise Coffee Shops on Corporate Image and Behavioral Intention," Sustainability, MDPI, vol. 11(23), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6849-:d:293165
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    References listed on IDEAS

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    Cited by:

    1. Patricio Ramírez-Correa & F. Javier Rondán-Cataluña & Maria Tereza Moulaz & Jorge Arenas-Gaitán, 2020. "Purchase Intention of Specialty Coffee," Sustainability, MDPI, vol. 12(4), pages 1-13, February.
    2. Daniel Nadales Rodríguez & Guillermo Bermúdez-González & Ismael Pablo Soler-García, 2022. "Influence of the Corporate Image of Nursing Homes on the Loyalty of Residents’ Family Members," IJERPH, MDPI, vol. 19(15), pages 1-15, July.
    3. Shafig Al-Haddad & Abdel-Aziz Ahmad Sharabati & Mohammad Al-Khasawneh & Rand Maraqa & Raya Hashem, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media," Sustainability, MDPI, vol. 14(11), pages 1-17, June.
    4. Le Bot, Corentin & Perrigot, Rozenn & Déjean, Frédérique & Oxibar, Bruno, 2022. "Corporate Social Responsibility in franchise chains: Specificities, insights from French franchise chains’ CSD, and avenues for future research," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Adamu Pantamee Abdurrahman & Shafi Mohamad & Amena Sibghatullah & Ooi Chee Keong & Vu Minh Hieu & Putri Mutira, 2022. "Role of Corporate Social and Environmental Responsibilities in addressing Sustainable Development Goals: Evidence from Malaysian Manufacturing Firms," International Journal of Energy Economics and Policy, Econjournals, vol. 12(3), pages 247-256, May.
    6. Eunkyung Lee & Ji-Hern Kim & Chang Seop Rhee, 2021. "Effects of Marketing Decisions on Brand Equity and Franchise Performance," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    7. Doo-Young Park & Kanghwa Choi & Dae-Han Kang, 2020. "Measuring the Meta Efficiency and Its Determinants on Efficiency in the Korean Coffee Shop Franchise," Sustainability, MDPI, vol. 12(6), pages 1-20, March.
    8. Petar Gidaković & Mateja Kos Koklič & Mila Zečević & Vesna Žabkar, 2022. "The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 556-568, November.

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