The Influence of Corporate Social Responsibility Perception to Brand Love with Mediating of Customer-Centric Model of Brand Community: A Case Study of Food Company’s Social Media Brand Community
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Abstract
The objectives of this research are: 1) to study the relationship between perceived corporate social responsibility activities and a customer-centric of brand community; 2) to study the relationship between a customer-centric of brand community and brand love; and 3) to study the direct and indirect influences of brand love in mediating with customer centric model of brand community, focusing on the direct influence of the perception of corporate social responsibility on brand love and indirect influence through a customer-centric of brand community. This quantitative research used questionnaires as the tool to collect data with the sample group in an online community (Facebook) of xxx food brand of a major manufacturer and distributor of agricultural and processed food products in Thailand. The analysis was conducted with 555 surveyed questionnaires. The structural equation model (SEM) and empirical data analysis were conducted.
The findings indicated that the structural equation model influences the perception of corporate social responsibility on brand love through the customer centric of brand community of a food manufacturer. Its relative chi-square value of Chi-square/df was 1.76, Goodness of Fit Index (GFI) 0.92, Incremental Fit Index (IFI) 0.96, Comparative Fit Index (CFI) 0.96, Normalized Fit Index (NFI) 0.92, and the Square Root of Mean Square Error of Approximation (RMSEA) 0.04, respectively. This structural equation model appropriated to the data and fit in good level. In addition, the Path Analysis of both direct and indirect effect revealed the positive influence of the perception of corporate social responsibility on brand love, with its direct effect of 0.218 and indirect effect of 0.373 on brand love and the customer centric of brand community, and the total effect of 0.591. Meanwhile, the perception of corporate social responsibility had positive influence on the customer centric of brand community with the direct effect of 0.808 and total effect of 0.808, and the customer centric of brand community had positive influence on brand love with the total effect of 0.460, respectively.
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