Business and Management Horizons

Journal Information
EISSN : 2326-0297
Current Publisher: Macrothink Institute, Inc. (10.5296)
Total articles ≅ 98
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Latest articles in this journal

Fawzi Ata Al Sawalqa, Jebreel Al-Msiedeen
Business and Management Horizons, Volume 9; doi:10.5296/bmh.v9i1.18200

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Pham Van Hieu
Business and Management Horizons, Volume 8; doi:10.5296/bmh.v8i2.17944

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Anusha Israr, Danish Ahmed Siddiqui
Business and Management Horizons, Volume 8; doi:10.5296/bmh.v8i2.18110

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Tadele Tesfaye Labiso
Business and Management Horizons, Volume 8; doi:10.5296/bmh.v8i2.18109

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Hüseyin Gençer, M. Hulusi Demir
Business and Management Horizons, Volume 8; doi:10.5296/bmh.v8i1.16327

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, Danish Ahmed Siddiqui
Business and Management Horizons, Volume 8; doi:10.5296/bmh.v8i1.16478

Abstract:
Many companies and brands are using CSR to enhance the brand image, goodwill and to gain the confidence and trust of the people. The purpose of this study is to investigate how CSR initiatives got converted into consumer favorable responses. We proposed a theoretical framework, modifying Dedeke’s (2015) model that hypothesized that CSR activities affect responses of the consumers towards corporate brands both directly or indirectly through mediating roles of moral emotions, attitude and consumer-company identification (CCI). Positive emotions were further broken down into awe, gratitude, and elevation, whereas consumer responses were measured in terms of purchase intention (PI), recommend intention (RI), and loyalty. To establish the empirical validity, a quantitative study was conducted, a close-ended Likert scale type questionnaire was developed whilst data were gathered from 300 adult consumers from Karachi, Pakistan by using convenient sampling. Data were analyzed using Confirmatory Factor Analysis and SEM. The results concluded that CSR has a significant positive impact directly on consumer responses (Purchase Intention, Recommend Intention but not on loyalty) whereas CSR has a significant positive effect on all three positive emotions, attitudes and CCI. However, Positive Emotions have an insignificant effect on consumer responses. Apart from gratitude affecting loyalty. Hence there is a positive mediatory effect of CCI for all dimensions of customer responses. Whereas gratitude and attitude also mediate loyalty and PI respectively.
Le Thi Thanh Huyen
Business and Management Horizons, Volume 8; doi:10.5296/bmh.v8i1.16671

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Malathi Nair Narayana Nair, Fauziah Sheikh Ahmad
Business and Management Horizons, Volume 7; doi:10.5296/bmh.v7i2.14718

Abstract:
Our study aim is to present the systematic review and conception of the potential research concerning brand socialization and brand engagement and how they find out about the brand loyalty among private hospital patrons. Currently, the health care industry in developing countries is playing a crucial role to cater for consumers’ needs and demands. The private health care industry in Malaysia is also of no exception—it is undeniably facing intense challenges in trying to deliver the best services to their patrons in the most effective and efficient manner. Of late, marketers, practitioners, and researchers are interested in analysing the key secret behind their engagement with their consumers. Moreover, it would be pointless for firms to spend a significant amount of time and money to build their brands with the patrons will be in vain if they fail to generate profits to stay for long in the industry. Thus, the interaction among consumers is boosted by brand socialization to build engagement which further affects the loyalty of the health care industry. However, as far as the conception process is concerned, researchers may have to deal with a lot of information about brand and branding from past literature which requires some systematic reviews that aim to identify, evaluate critically and assimilate the outcomes of connected and considerable studies so that more proper conception of the research framework can be obtained. The practical implications of this study will both enrich and benefit the researchers and marketers in the health care industry to increase the conceptions of appropriate branding constructs.
Cindy Lestari Lie, Innocentius Bernarto
Business and Management Horizons, Volume 7; doi:10.5296/bmh.v7i2.15324

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Charis Vlados
Business and Management Horizons, Volume 7; doi:10.5296/bmh.v7i2.15993

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