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Csr Or Iso Certifi Cation: What Does Really Matter For Consumer In Developing Countries

Author

Listed:
  • Ammar Ahmad

    (Assistant Professor, Department of Business Administration, ISP, Multan,)

  • Muhammad Azeem

    (Ph.D.Scholar, Universiti Utara Malaysia)

  • Sanober Salman Shaikh

    (Institute of Business Administration, University of Sindh Jamshoro, Pakistan)

Abstract

This empirical study was aimed to discover the impact of corporate social responsibility CSR and international standardization of organization ISO on corporate reputation CR and corporate reputation’s eff ect on consumer loyalty CL.In addition, the relationship of corporate reputation & trust T, corporate reputation with consumer company identifi cation CCI was also examined.Lastly the association of consumer company identifi cation, trust and consumer loyalty CL was also analyzed.The data was collected from 500 students of three diff erent universities and survey instrument was administrated.Overall, eight hypotheses were examined to confi rm the relationship among variables by using the CFA Confi rmatory Factor Analysis and structural equation modeling SEM was used to test the validity of the instrument with the help of AMOS and SPSS software.The resultindicated that ISO and environmental CSR has direct relationship with corporate reputation.Corporate reputation had direct association with trust.Whereas, corporate reputation was signifi cantly positive related with consumer company identifi cation.Subsequently, Trust also showed positive relation with loyalty and positive relationship was found between consumer company identifi cation and consumer loyalty.Furthermore, results showed that community development corporate social responsibility had no relationship with corporate reputation and corporate reputation was signifi cantly related with customer loyalty.The fi ndings of this study contribute in the literature provided instrument authenticity and adaptability in Pakistani context.In this study limitations and future recommendations were also provided.

Suggested Citation

  • Ammar Ahmad & Muhammad Azeem & Sanober Salman Shaikh, 2019. "Csr Or Iso Certifi Cation: What Does Really Matter For Consumer In Developing Countries," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 95-111.
    • Handle: RePEc:aib:ibtjbs:v:15:y:2019:i:1:p:95-111
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2019.151.8
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    References listed on IDEAS

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