Extended Signaling Theory and Role of Corporate Social Responsibility and Brand Personality

Rizwan Raheem  Ahmed; Dalia Streimikiene; Syed Hasnain  Alam; Justas Streimikis; Munazza Rahim  Hanafi

doi:10.5755/j01.ee.34.4.33348

Authors

Rizwan Raheem Ahmed Faculty of Management Sciences, Indus University, Pakistan
Dalia Streimikiene Institute of Sport Science and Innovations, Lithuanian Sports University, Lithuania
Syed Hasnain Alam Department of Business Administration, Karachi Institute of Economics and Technology, Pakistan; Karachi University Business School, University of Karachi, Pakistan
Justas Streimikis Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Lithuania; Faculty of Management and Finances, University of Economics and Human Science in Warsaw, Poland
Munazza Rahim Hanafi Faculty of Management Sciences, Indus University, Pakistan

DOI:

https://doi.org/10.5755/j01.ee.34.4.33348

Keywords:

Brand experience, SEM-based multivariate approach, Brand loyalty, Corporate reputation, Customer trust, Brand personality, Corporate social responsibility

Abstract

This research has offered an extended signaling theory model, which has extended the body of corporate social responsibility (CSR) knowledge in the existing literature. This research examines the association between CSR and brand experience, corporate reputation, brand personality, brand loyalty & consumer trust. The mall intercept control group was used to carry out this research. For the data analyses, we employed an SEM-based multivariate approach and assisted the formulated hypotheses from respondents of smartphone users. The study's outcomes show that brand personality, corporate reputation, and brand experience positively influence consumer trust. The outcomes further demonstrated that corporate social responsibility significantly and positively impacts personality, brand loyalty, and customer trust. This research also examined the mediating effect of brand personality between corporate reputation and brand loyalty and between corporate reputation and consumer trust. Moreover, the mediation of brand personality between CSR and brand loyalty and between CSR and consumer trust. The outcomes demonstrate that brand personality mediates brand loyalty and corporate reputation loyalty relationship, consumer trust, and corporate reputation relationship. However, brand personality does not mediate CSR and brand loyalty and CSR and consumer trust relationships. This research has important managerial and theoretical implications for industry practitioners and scholars.

Author Biographies

Rizwan Raheem Ahmed, Faculty of Management Sciences, Indus University, Pakistan

Rizwan Raheem Ahmed is a professor and an acting Dean and full professor at the Faculty of Management Sciences, Indus University, Karachi. He earned Ph.D. degree in Marketing from Pakistan, a Doctor of Business Administration (Advertising) from Mexico, and a Post Doctorate certificate from the United States. His areas of specialization are Pharmaceutical marketing, Digital marketing, Quantitative research, General Management, and Financial economics. He is an author and co-author of more than 200 publications in which he has written more than 80 research papers, which were published in reputed impact factor journals. He is the author of 20 books and has also presented more than 20 papers at international and national conferences, which were published in conference proceedings. He is also a member of the American Marketing Association, USA.

Dalia Streimikiene, Institute of Sport Science and Innovations, Lithuanian Sports University, Lithuania

Dalia Streimikiene, Dr., is a full professor at Vilnius University and a Leading Research Fellow at Lithuanian Sports University, Institute of Sports Science and Innovation. Her main area of research is sustainability assessment in various branches of the economy and on an enterprise level. Dalia Streimikiene has published more than 200 papers in WoS-referred journals.

Syed Hasnain Alam, Department of Business Administration, Karachi Institute of Economics and Technology, Pakistan; Karachi University Business School, University of Karachi, Pakistan

Syed Hasnain Alam, Dr., is an assistant professor at PAF-KIET and a visiting professor at the University of Karachi. He earned his Ph.D. from Southwest Jiaotong University, China. Dr. Syed has experience in the corporate sector and academia for more than a decade. He is the author and co-author of more than 30 papers of which 12 papers published in a reputed impact factor journal. His areas of specialization are Consumer Psychology, Brand Marketing Strategies, AR/VR, and Cross-Culture. He has also presented several papers at national and international conferences. He is the author of more than 10 papers, which were published in conference proceedings.

Justas Streimikis, Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Lithuania; Faculty of Management and Finances, University of Economics and Human Science in Warsaw, Poland

Justas Streimikis is a PhD student in Economics at the Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, and an assistant at the Faculty of Management and Finances, University of Economics and Human Science in Warsaw. His main area of research is sustainable productivity assessment in various branches of the economy. He is an author of many scientific publications published in WoS-referred journals in the area of business and economics.

Munazza Rahim Hanafi, Faculty of Management Sciences, Indus University, Pakistan

Munazza Rahim Hanafi, Dr., earned her Ph.D. from the Department of Public Administration, University of Karachi, Pakistan. She is working as an assistant professor and Chairperson at the Faculty of Management Sciences, Indus University Karachi. She has participated in several national and international conferences and presented papers. Her area of specialization is Human Resource Management. Dr. Munazza is an author and co-author of more than 20 papers, which were published in national and international reputed journals. Moreover, she is the author of several papers published in national and international conference proceedings.