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Article
Publication date: 28 March 2023

Zakaria Abbass, Omar Benjelloun Andaloussi and Fatimazahra Rais

Corporate social responsibility (CSR) has a positive impact on consumer behavior; however, how CSR affects consumer perceived value (CPV) has been neglected. The purpose of this…

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Abstract

Purpose

Corporate social responsibility (CSR) has a positive impact on consumer behavior; however, how CSR affects consumer perceived value (CPV) has been neglected. The purpose of this paper is to examine the effect of CSR on CPV. More specifically, this paper investigates how the dimensions of CSR can generate the three types of CPV.

Design/methodology/approach

This research is confirmatory and therefore quantitative. Thus, the choice fell on the questionnaire survey of 108 customers of conventional banks in Morocco. The partial least square method was chosen for the data analysis.

Findings

The results show that the link between CSR and customer perceived value can vary according to the CSR dimension. This study finds that the economic dimension is the only one to contribute the three types of CPV (functional value, emotional value and social value). The environmental dimension affects only the functional value. The social dimension does not generate any value.

Research limitations/implications

CSR is not the only variable that generates CPV. The consideration of other constructs seems to be considered. Restricting this study to a single category of banking customers and to a single sector is another limitation. Future research might replicate this study on a sample of clients from participatory banks as well as from other sectors.

Practical implications

The results can help Moroccan banks identify the dimensions of CSR that can meaningfully generate CPV. This will help them to increase customer loyalty, develop a competitive advantage and improve their performance by prioritizing CSR initiatives capable of creating value for consumers.

Originality/value

No previous research in Morocco, to the best of the author’s knowledge, has explored the effect of CSR on CPV. This paper therefore provides the first empirical evidence in North Africa on the link between CSR and CPV in Morocco. This study also extends previous studies by considering CSR as a multidimensional construct covering three dimensions (social, environmental and economic).

Details

Social Responsibility Journal, vol. 19 no. 10
Type: Research Article
ISSN: 1747-1117

Keywords

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Article
Publication date: 28 August 2024

Zakaria Abbass, Omar Benjelloun Andaloussi and Fatimazahra Rais

This study aims to examine the impact of corporate social responsibility (CSR) on customer-based brand equity (CBBE), with a focus on the mediating role of customer value…

181

Abstract

Purpose

This study aims to examine the impact of corporate social responsibility (CSR) on customer-based brand equity (CBBE), with a focus on the mediating role of customer value cocreation (CVCC). The objective is to understand the direct and indirect links between CSR and the dimensions of CBBE (image, quality, awareness, loyalty) in the context of the luxury hotel industry, thus filling existing gaps.

Design/methodology/approach

This quantitative study of luxury hotel guests in Morocco used a questionnaire. After a pilot study with 10 professionals, the final version was administered, generating 204 valid responses. Purposive convenience sampling was chosen. PLS analysis was favored.

Findings

The results highlight the significant influence of CSR on the four dimensions of CBBE. Likewise, CVCC exerts a significant effect on CBBE aspects, except for brand loyalty. CVCC partially mediates the relationship between CSR and brand image, perceived quality and brand awareness. However, it does not have a significant mediating role in the CSR−brand loyalty relationship.

Research limitations/implications

The study, despite its contributions, is limited to the luxury hotel industry in Morocco, raising concerns of external validity. Future research should diversify service contexts and explore the multidimensionality of CSR.

Practical implications

Luxury hotel managers should prioritize authentic communication to optimize their CBBE through CVCC. An inclusive and strategic approach to cocreation is essential to strengthen the impact of CSR on CBBE. Integrating CSR into customer touchpoints and human resources policies is crucial.

Originality/value

This study, to the best of the authors’ knowledge, enriches understanding of the complex interactions between CSR, CVCC and CBBE in Morocco and North Africa. Its originality lies in its exclusive contribution to the region’s marketing literature, broadening the field of knowledge. By exploring these relationships in the specific context of the region, it offers new perspectives to researchers and practitioners interested in CSR, CVCC and CBBE.

Details

Social Responsibility Journal, vol. 20 no. 10
Type: Research Article
ISSN: 1747-1117

Keywords

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