Empirical Study on the Impact of Service, Communication and Corporate Social Responsibility on the Image of Romanian Retail Brands

Dabija Dan-Cristian, Băbuţ Raluca, Empirical Study on the Impact of Service, Communication and Corporate Social Responsability on the Image of Romanian Retail Brands, Procedia – Social and Behavioral Sciences, Vol 109, 2014, pp. 906-912, ISSN 1877-0428, DOI: 10.1016/j.sbspro.2013.12.563

7 Pages Posted: 20 Mar 2015

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Raluca Băbuţ

Babes-Bolyai University - Faculty of Economics and Business Administration

Date Written: February 18, 2014

Abstract

The image perceived by the clients of supermarkets and hypermarkets is not only the result of the companies’ informative actions conducted by means of advertising, public relations, online presence or brochures with insertions about the sold items, the best prices and the most attractive offers, but also the synergy of CSR actions and of service through personnel. The present paper investigates, with the aid of structural equation modeling, the way in which service and communication of the Romanian retail brands contribute to building consumers’ proper perception of social responsibility actions as well as to the development of the image of the analyzed stores. The obtained empirical results have managerial implications useful to retailer’s top management in better understanding the client and achieving a better position on the market.

Keywords: service, communication, retailing, social responsability, Romania, empirical analysis

JEL Classification: M30, M31

Suggested Citation

Dabija, Dan-Cristian and Băbuţ, Raluca, Empirical Study on the Impact of Service, Communication and Corporate Social Responsibility on the Image of Romanian Retail Brands (February 18, 2014). Dabija Dan-Cristian, Băbuţ Raluca, Empirical Study on the Impact of Service, Communication and Corporate Social Responsability on the Image of Romanian Retail Brands, Procedia – Social and Behavioral Sciences, Vol 109, 2014, pp. 906-912, ISSN 1877-0428, DOI: 10.1016/j.sbspro.2013.12.563, Available at SSRN: https://ssrn.com/abstract=2580349

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

Raluca Băbuţ

Babes-Bolyai University - Faculty of Economics and Business Administration ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

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