IDEAS home Printed from https://ideas.repec.org/a/bjw/econen/v13y2023i2p19-38.html
   My bibliography  Save this article

Mediating role of corporate reputation in the relationship between corporate social responsibility and repurchase intention: A case study of McDonald’s fast food restaurant chain

Author

Listed:
  • Nguyen Minh Ha

    (Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam)

  • Le Quoc Phong

    (Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam)

  • Tran Kiem Viet Thang

    (Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam)

  • Huynh Luong Tam

    (Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam)

  • Tran Hai Dang

    (Organizing Commission of Ho Chi Minh City Communist Party, Ho Chi Minh City, Vietnam)

  • Nguyen Thi Mai Hoa

    (Banking Academy, Ho Chi Minh City, Vietnam)

Abstract

This study builds on a strong theoretical background to investigate the relationship between Corporate Social Responsibility (CSR) and consumer repurchase intention through a corporate reputation for McDonald’s distribution channel in Viet Nam. The study was carried out using two methods, qualitative and quantitative research. Qualitative research was conducted using deep interviews with twelve respondents. After being added from qualitative research, the official scale with twenty-one observed variables is used in quantitative research. A quantitative research approach with 279 valid samples was conducted to test the scale and theoretical model. Collected data were analyzed by using SPSS and AMOS software. The results demonstrated a positive impact of CSR on corporate reputation and repurchase intention. This study adds to the existing literature on the role of CSR in marketing by finding that a good corporate reputation along with relevant and integrated CSR activities has a much stronger impact on the repurchase intention of consumers. Findings from research have shown that inappropriate CSR practices can negatively impact the behavior of certain consumers. In the short term, McDonald’s CSR activities may convince consumers to repurchase, but it may not be very convincing and there is no guarantee that this repurchasing behavior will last, as only continuous CSR activities contribute to sustainable behaviour. Therefore, the theoretical contribution of this study is to introduce corporate reputation as a long-term benefit to the relationship between CSR and consumer repurchase intention.

Suggested Citation

  • Nguyen Minh Ha & Le Quoc Phong & Tran Kiem Viet Thang & Huynh Luong Tam & Tran Hai Dang & Nguyen Thi Mai Hoa, 2023. "Mediating role of corporate reputation in the relationship between corporate social responsibility and repurchase intention: A case study of McDonald’s fast food restaurant chain," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 13(2), pages 19-38.
    • Handle: RePEc:bjw:econen:v:13:y:2023:i:2:p:19-38
    DOI: 10.46223/HCMCOUJS.econ.en.13.2.2259.2023
    as

    Download full text from publisher

    File URL: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2259/1708
    Download Restriction: no
    File URL: https://libkey.io/10.46223/HCMCOUJS.econ.en.13.2.2259.2023?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Zulhamri Abdullah & Yuhanis Abdul Aziz, 2013. "Institutionalizing corporate social responsibility: effects on corporate reputation, culture, and legitimacy in Malaysia," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 9(3), pages 344-361, July.
    2. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    3. Goodpaster, Kenneth E., 1991. "Business Ethics and Stakeholder Analysis," Business Ethics Quarterly, Cambridge University Press, vol. 1(1), pages 53-73, January.
    4. Ingemar Dierickx & Karel Cool, 1989. "Asset Stock Accumulation and Sustainability of Competitive Advantage," Management Science, INFORMS, vol. 35(12), pages 1504-1511, December.
    5. Abagail McWilliams & Donald S. Siegel & Patrick M. Wright, 2006. "Corporate Social Responsibility: Strategic Implications," Journal of Management Studies, Wiley Blackwell, vol. 43(1), pages 1-18, January.
    6. Brickley, James A. & Smith Jr., Clifford W. & Zimmerman, Jerold L., 2002. "Business ethics and organizational architecture," Journal of Banking & Finance, Elsevier, vol. 26(9), pages 1821-1835, September.
    7. Violina P. Rindova & Charles J. Fombrun, 1999. "Constructing competitive advantage: the role of firm–constituent interactions," Strategic Management Journal, Wiley Blackwell, vol. 20(8), pages 691-710, August.
    8. Enrique Bianchi & Juan Manuel Bruno & Francisco J. Sarabia-Sanchez, 2019. "The impact of perceived CSR on corporate reputation and purchase intention," European Journal of Management and Business Economics, Emerald Group Publishing Limited, vol. 28(3), pages 206-221, February.
    9. Dima Jamali & Ramez Mirshak, 2007. "Corporate Social Responsibility (CSR): Theory and Practice in a Developing Country Context," Journal of Business Ethics, Springer, vol. 72(3), pages 243-262, May.
    10. Marjo Siltaoja, 2006. "Value Priorities as Combining Core Factors Between CSR and Reputation – A Qualitative Study," Journal of Business Ethics, Springer, vol. 68(1), pages 91-111, September.
    11. Ingemar Dierickx & Karel Cool, 1989. "Asset Stock Accumulation and the Sustainability of Competitive Advantage: Reply," Management Science, INFORMS, vol. 35(12), pages 1514-1514, December.
    12. Han Lin & Saixing Zeng & Liangyan Wang & Hailiang Zou & Hanyang Ma, 2016. "How Does Environmental Irresponsibility Impair Corporate Reputation? A Multi‐Method Investigation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(6), pages 413-423, November.
    13. Rose, Caspar & Thomsen, Steen, 2004. "The Impact of Corporate Reputation on Performance:: Some Danish Evidence," European Management Journal, Elsevier, vol. 22(2), pages 201-210, April.
    14. Fariddeddin Allameh Haery & Hassan Ghorbani & Bahram Zamani, 2014. "Investigating the Relationship between Corporate Reputation and Customer Behavioral Intentions through Roles of Customer Trust, Customer Commitment and Customer Recognition (Case Study: Iran Insurance," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(4), pages 470-484, April.
    15. Goldberg, Marvin E & Hartwick, Jon, 1990. "The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 172-179, September.
    16. Ibrahim KIRCOVA & Emel ESEN, 2018. "The Effect Of Corporate Reputation On Consumer Behaviour And Purchase Intentions," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 10(4), pages 21-32, December.
    17. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    18. Merita Mattila, 2009. "Corporate social responsibility and image in organizations: for the insiders or the outsiders?," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 5(4), pages 540-549, October.
    19. Izaskun Agirre Aramburu & Irune Gómez Pescador, 2019. "The Effects of Corporate Social Responsibility on Customer Loyalty: The Mediating Effect of Reputation in Cooperative Banks Versus Commercial Banks in the Basque Country," Journal of Business Ethics, Springer, vol. 154(3), pages 701-719, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Annika Veh & Markus Göbel & Rick Vogel, 2019. "Corporate reputation in management research: a review of the literature and assessment of the concept," Business Research, Springer;German Academic Association for Business Research, vol. 12(2), pages 315-353, December.
    2. Le Thanh Tiep & Ngo Quang Huan & Tran Thi Thuy Hong, 2020. "Impact of Corporate Social Responsibility to Firms’ Performance in Southern Enterprises of Vietnam," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 17-24.
    3. Marc Orlitzky & Céline Louche & Jean-Pascal Gond & Wendy Chapple, 2017. "Unpacking the Drivers of Corporate Social Performance: A Multilevel, Multistakeholder, and Multimethod Analysis," Journal of Business Ethics, Springer, vol. 144(1), pages 21-40, August.
    4. Ker-Tah Hsu, 2012. "The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan," Journal of Business Ethics, Springer, vol. 109(2), pages 189-201, August.
    5. Yijing Wang & Guido Berens, 2015. "The Impact of Four Types of Corporate Social Performance on Reputation and Financial Performance," Journal of Business Ethics, Springer, vol. 131(2), pages 337-359, October.
    6. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    7. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    8. Lei Wang & Heikki Juslin, 2011. "The effects of value on the perception of corporate social responsibility implementation: A study of Chinese youth," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(4), pages 246-262, July.
    9. Ovidiu-Ioan Moisescu, 2015. "Adopting and Implementing CSR Policies in Travel Agency Business: The Case of Romania," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 203-220.
    10. Galbreath, Jeremy, 2017. "Drivers Of Environmental Sustainability In Wine Firms: The Role And Effect Of Women In Leadership," Working Papers 253851, American Association of Wine Economists.
    11. Som Sekhar Bhattacharyya & Arvind Sahay & Arunaditya Sahay, 2022. "The Quest for Competitive Advantage: The Role of Technology Depth and Breadth at the Customer Interface," Vikalpa: The Journal for Decision Makers, , vol. 47(4), pages 274-287, December.
    12. Petra Štamfestová, 2015. "Role of customer capital in increasing business performance," Ekonomika a Management, Prague University of Economics and Business, vol. 2015(1).
    13. Esra Alniacik & Charefeddine Moumen & Umit Alniacik, 2020. "The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2724-2734, November.
    14. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    15. Mo Ran Yi, 2023. "Corporate Reputation and Users’ Behavioral Intentions: Is Reputation the Master Key That Moves Consumers?," SAGE Open, , vol. 13(1), pages 21582440231, February.
    16. Nick Lin-Hi & Igor Blumberg, 2018. "The Link Between (Not) Practicing CSR and Corporate Reputation: Psychological Foundations and Managerial Implications," Journal of Business Ethics, Springer, vol. 150(1), pages 185-198, June.
    17. Nada Basir, 2020. "Reputation Enhancing Through Patent Portfolios: An Exploration of Lapsed Patents and IPOS," Corporate Reputation Review, Palgrave Macmillan, vol. 23(1), pages 42-56, February.
    18. Qinqin Zheng & Yadong Luo & Stephanie Wang, 2014. "Moral Degradation, Business Ethics, and Corporate Social Responsibility in a Transitional Economy," Journal of Business Ethics, Springer, vol. 120(3), pages 405-421, March.
    19. Bongani Munkuli & Renee Horne, 2018. "Financial Markets Value Reputation for Corporate Social Responsibility (CSR) – A Study of the South African Mining Sector," Africagrowth Agenda, Africagrowth Institute, vol. 15(2), pages 17-22.
    20. Clara Pérez-Cornejo & Esther de Quevedo-Puente, 2023. "How corporate social responsibility mediates the relationship between corporate reputation and enterprise risk management: evidence from Spain," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 13(2), pages 363-383, June.

    More about this item

    Keywords

    CSR; corporate reputation; fast food restaurant; McDonald’s repurchase intention;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjw:econen:v:13:y:2023:i:2:p:19-38. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vu Tuan Truong (email available below). General contact details of provider: https://journalofscience.ou.edu.vn/index.php/econ-en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.