A Study of the Impact of Corporate Social Responsbility on Brand Performance (Case Study: KalehDiary Products Industry, Mazandaran Province, Iran)
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 7, Issue 1
Abstract
With increased competition and rapid changes in technology and also increase incustomers' power and choice, the companies are successful which are able to more properly understand the expectations and values of customers and effectively identify and respond to it. Therefore, the present paper attempts to analyze the impact of corporate social responsibility (CSR) on brand performance in Kaleh Dairy Products in Mazandaran. This study is a descriptive-analytical type and and on a mmeasurement and field basis, and it is applied in terms of objective. The study statistical community includes all the customers of Kaleh Dairy Products in Mazandaran which the size of the sample includes 221 customers and they were selected by a simple random regular sampling method. The study also investigates the relationship between corporate social responsibility on the brand performance (including the relationship between social responsibility and reputation, social resposnibilty and brand equity, social responsibility and loyalty to brand and brand performance). To collect data, the questionnaire specially designed for diary products customers who at least once consumed such products was administered. Data analaysis and hypotheses test were conducted using confirmatory factor analysis and path analysis using software LIZREL. The findings indicated that social responsibility has a positive and significant impact on the brand performance, which to study the effectiveness of corporate social responsibility on brand performance, some varibales such as intermediary firm reputation, brand equity and brand loyalty is necessary.
Authors and Affiliations
MansuorehBehroozi*| MA in commercial management, Kermanshah Islamic azad university, Iran, email:m.behroozi64@gmail.com, FattanehAlizadeh Meshkani| The faculty member of management department southern Tehran Islamic azad university, Iran, Farhad Rahmati| MA in commercial management, Kermanshah Islamic azad university, Iran
Keywords
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