How corporate social responsibility (CSR) performance and brand quality impact brand performance evaluation: An empirical study

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	How corporate social responsibility (CSR) performance and brand quality impact brand performance evaluation: An empirical study
	Liu, T. C.; Wong, I; Shi, G; Zúñiga , M; Chu, R
	2012-06-01
Source Publication	Proceedings of European Marketing Academy (EMAC) Annual Conference
Publication Place	Lisbon
Publisher	European Marketing Academy
Abstract	This study aims to investigate how corporate social responsibility (CSR) performance (to environment, to society, to stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality between CSR performance and brand preference is also studied. 243 valid samples were collected using questionnaire surveys delivered to a convenience sample in China in 2011. Regression was used to test the hypotheses. Results show customer’s brand preference can be enhanced by CSR performance. Each CSR domain positively impacts brand preference. The impact of CSR on stakeholders has the strongest influence on Chinese customers’ brand preference among the three CSR factors components. Perceived brand quality is a mediator of CSR performance and brand preference.
Keyword	CSR performance Perceived brand quality Brand preference Hotel China
Language	英語English
The Source to Article	PB_Publication
PUB ID	8040
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Liu, T. C.,Wong, I,Shi, G,et al. How corporate social responsibility (CSR) performance and brand quality impact brand performance evaluation: An empirical study[C], Lisbon:European Marketing Academy, 2012.
APA	Liu, T. C.., Wong, I., Shi, G., Zúñiga , M., & Chu, R (2012). How corporate social responsibility (CSR) performance and brand quality impact brand performance evaluation: An empirical study. Proceedings of European Marketing Academy (EMAC) Annual Conference.

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