Tác động của thực thi trách nhiệm xã hội của doanh nghiệp đối với sự ưa thích thương hiệu trong ngành nước giải khát của khách hàng trẻ Việt
DOI:
https://doi.org/10.24311/jabes/2021.32.12.01Từ khóa:
CSR, Sự ưa thích thương hiệu, Ngành nước giải khát, Giới trẻ Việt, TP.HCMTóm tắt
Nghiên cứu này phân tích mối quan hệ giữa thực thi trách nhiệm xã hội của doanh nghiệp (Corporate Social Responsibility – CSR) với: môi trường, xã hội, các bên liên quan; và sự ưa thích của thương hiệu. Để kiểm định mối quan hệ, mô hình nghiên cứu được đặt ra các giả thuyết và kiểm định với hơn 168 bảng câu hỏi được thu thập từ các khách hàng trẻ trong ngành nước giải khát tại TP. Hồ Chí Minh. Kết quả cho thấy việc thực thi trách nhiệm xã hội của doanh nghiệp có ảnh hưởng đến sự ưa thích thương hiệu. Điều này cho thấy, chất lượng thương hiệu đóng một phần quan trọng trong việc củng cố mối quan hệ giữa việc thực thi trách nhiệm xã hội của doanh nghiệp và mức độ ưu tiên của thương hiệu. Các thương hiệu có thể hấp dẫn hơn đối với khách hàng trẻ tuổi Việt Nam nếu họ được đóng góp vào các sáng kiến thực thi trách nhiệm xã hội của doanh nghiệp. Những khám phá của nghiên cứu này còn củng cố thêm rằng những người mua sắm trẻ tuổi ở Việt Nam đang bắt đầu sử dụng dữ liệu trách nhiệm xã hội của doanh nghiệp để đánh giá thương hiệu mà mình ưa thích.
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