The Influence of Consumer and Brand Social Responsibility on Brand Loyalty in Quick-Service Restaurants

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dc.contributor.authorReich, Allen Z.en
dc.contributor.committeechairMcCleary, Ken W.en
dc.contributor.committeememberWilliams, John A.en
dc.contributor.committeememberSirgy, M. Josephen
dc.contributor.committeememberUysal, Muzaffer S.en
dc.contributor.committeememberKhan, Mahmood A.en
dc.contributor.departmentHospitality and Tourism Managementen
dc.date.accessioned2014-03-14T20:15:56Zen
dc.date.adate2002-11-25en
dc.date.available2014-03-14T20:15:56Zen
dc.date.issued2002-04-30en
dc.date.rdate2003-11-25en
dc.date.sdate2002-09-06en
dc.description.abstractSocial responsibility and ethics have been shown to have a positive influence on consumer behavior, however the vast majority of related research has measured this relationship indirectly through scenario analysis of hypothetical firms rather than consumers' perceptions of real-world firms. This dissertation focused on a real-world application of the theory. Each hypothesis that specified a positive relationship was supported. These results show that Brand Social Responsibility Image not only positively influences Brand Loyalty, but also influences the perception of both Product Quality and Service Quality. Concurrently, it was found that both Product and Service Quality Image influenced Brand Loyalty. When controlling for the effect of other variables, some of the relationships proved to be weaker than expected. There were three hypotheses that tested the moderating effect of Inclination to Reward Brand Social Responsibility Image. The moderating influence of Inclination to Reward Brand Social Responsibility Image (RSRI) on the relationships between Brand Social Responsibility Image (BSRI) and Product Quality Image and between BSRI and Brand Loyalty were greatest for low levels of BSRI. Consumers rated Product Quality Image and Brand Loyalty lowest under conditions of L-BSRI and H-RSRI. Alternatively, when BSRI was high, both high and low treatments of RSRI resulted in similar sample means for both Product Quality Image and Brand Loyalty (i.e., minimal moderating effect). Inclination to Reward Brand Social Responsibility Image (RSRI) appeared to moderate the relationship between Brand Social Responsibility Image (BSRI) and Service Quality Image at high levels of BSRI. In other words, the perception of service quality was relatively high when both BSRI and RSRI were viewed as being high. Under conditions of H-BSRI and L-RSRI, Service Quality Image was substantially lower. Under conditions of L-BSRI, there was very little difference between L- and H-RSRI.en
dc.description.degreePh. D.en
dc.identifier.otheretd-09062002-160833en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-09062002-160833/en
dc.identifier.urihttp://hdl.handle.net/10919/28876en
dc.publisherVirginia Techen
dc.relation.haspartReich.pdfen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectSocial Responsibility Imageen
dc.subjectInclination to Reward Social Responsibility Imageen
dc.subjectProduct and Service Qualityen
dc.subjectBrand Loyaltyen
dc.titleThe Influence of Consumer and Brand Social Responsibility on Brand Loyalty in Quick-Service Restaurantsen
dc.typeDissertationen
thesis.degree.disciplineHospitality and Tourism Managementen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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Doctoral Dissertations
Theses and Dissertations, Hospitality and Tourism Management (HTM)