Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber

被引：5
|
作者：
Moon, Joonho [1 ]
Hwang, Jinsoo [2 ,4 ]
Lee, Won Seok [3 ]
机构：
[1] Kangwon Natl Univ, Dept Tourism Adm, Chunchon, South Korea
[2] Sejong Univ, Coll Hospitality & Tourism Management, Seoul, South Korea
[3] Kyonggi Univ, Dept Tourism & Recreat, Seoul, South Korea
[4] Sejong Univ, Coll Hospitality & Tourism Management, Seoul 05006, South Korea
来源：
INTERNATIONAL JOURNAL OF TOURISM RESEARCH | 2024年 / 26卷 / 01期
关键词：
brand loyalty; brand trust; corporate social responsibility; stakeholder theory; Uber; STAKEHOLDER THEORY; SHARING ECONOMY; IDENTIFICATION; ATTRIBUTES; COVID-19;
D O I：
10.1002/jtr.2629
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of this research is to investigate the structural relationship between Uber corporate social responsibility (CSR), brand trust, and brand loyalty. Stakeholder theory is the theoretical foundation of the study. The CSR subdimensions of eco-friendliness, quarantine, user privacy, user safety, and driver well-being are used. Amazon Mechanical Turk was employed for data collection. The number of observations is 405. A structural equation model was implemented to test the research hypotheses. This study demonstrated the accountability of stakeholder theory for Uber brand management by showing a significant link between quarantine, user privacy, user safety, driver well-being, brand trust, and brand loyalty. This study contributes to the literature by validating the explanatory power of stakeholder theory in the case of Uber brand management.
引用
收藏
页数：10
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