Scopus
YÖKSİS Eşleşti
The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis
International Journal of Bank Marketing · Nisan 2023
YÖKSİS Kayıtları
The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis
Emerald · 2023 SSCI
DOÇENT ALAADDİN SELÇUK KÖYLÜOĞLU →
Makale Bilgileri
DergiInternational Journal of Bank Marketing
Yayın TarihiNisan 2023
Cilt / Sayfa41 · 485-507
Scopus ID2-s2.0-85145751942
Özet
Purpose: Consumers’ corporate social responsibility (CSR) expectations have increased in the new coronavirus (COVID-19) pandemic, while many financial institutions have supported society with their health-related CSR actions. This study examines the impact of CSR actions and brand origin on consumer attitudes, CSR perceptions, customer-based brand equity (CBBE) and supportive communication intent in retail banking during the crisis from signaling and stakeholder theory perspectives. Design/methodology/approach: A 2 (foreign vs. local brand) x 2 (COVID-19-related vs. another CSR action) between-subjects factorial design was used to analyze consumer data. Findings: CSR actions of local brands created more positive attitudes, CSR perceptions and greater CBBE and supportive communication intent than foreign banks. However, CSR action (COVID-19-related vs. another) did not significantly influence consumer attitudes, CSR perceptions, CBBE and supportive communication intent. Originality/value: This research has shown the significant impact of brand origin on consumer perceptions in response to CSR actions during the pandemic. It has suggested an original conceptual framework and presented timely empirical findings for retail banking in the pandemic period, which can exemplify a crisis period shaped by uncertainty. Besides, it extended the previous literature by focusing on the interaction between brand origin and CSR actions in shaping consumers’ CSR and brand perceptions. It is among the first studies examining brand origin’s impact on supportive communication intent.
Yazarlar (2)
1
Petek Tosun
ORCID: 0000-0002-9228-8907
2
Alaaddin Selcuk Koyluoglu
Anahtar Kelimeler
Brand origin
Corporate social responsibility
COVID-19
CSR perceptions
Customer-based brand equity
Supportive communication intent
Kurumlar
Kadir Has Üniversitesi
Istanbul Turkey
Selçuk Üniversitesi
Selçuklu Turkey
Metrikler
17
Atıf
2
Yazar
6
Anahtar Kelime