Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 84, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2019.102341
Keywords
Perceived corporate social responsibility; Brand attitude; Self-brand connection; Brand preference; Customer behavior; Ridesharing services industry
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This study aimed to investigate how a firm's corporate social responsibility (CSR) practices affect customers' attitudes, their self-brand connection, and, in turn, brand preference with ridesharing services (e.g., Uber). Adopting a second-order construct of perceived corporate social responsibility (PCSR) reflected from three CSR dimensions-environment, economy, and ethics-this study posited PCSR influences customers' brand attitudes, self-brand connection, and brand preference. A total of 300 valid responses was collected from a convenience sample. Results revealed PCSR showed significant impacts on customers' brand attitudes and self-brand connection. However, no direct impact of PCSR on customers' brand preference was identified, while mediation effects were detected between PCSR and brand preference by brand attitudes and self-brand connection. This study also discussed the managerial and theoretical implications of PCSR practices for a ridesharing service industry.
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