Abstract
The fierce competition among fast-food restaurants has made it difficult for them to attract and retain consumers and increase brand equity (BE). This research investigates the impact of corporate social responsibility (CSR), green initiative (GI), and perceived ease of use (PEOU) on brand equity and also examined the mediating role of customer Co-creation (CC)and introduced involvement(IV) as a moderator between the mediated relations of CSR and BE, GI and BE, PEOU and BE.In this quantitative research,a convenient sampling technique was applied for data collection through questionnaires from 300 consumers of multinational fast-food restaurants using KIOSK in Pakistan. SEM with AMOS 24 was used for data analysis.All the hypotheses except one were accepted. Only PEOU had not shown any relationship with BE, although when introduced through CC, it displayed a strong relationship. The results substantiated the resource-based perspective that organizations using their resources should motivate customers to get involved; hence,their joint efforts would bring BE through CC.The findings revealed that investment in CSR practices proved to be a strategic one. It will help restaurants learn how the integration of CSR, CC, PEOU, IV, and GI can help them develop core strategic considerations.
Alia Qadir, Faiza Tahir, Aysha Saleem. (2021) Impact of Corporate Social Responsibility, Green Initiative and Perceived Ease of Use on Brand Equity: Mediating Role of Co-creation and Moderating Role of Involvement, Journal of Business & Economics , Volume-13, Issue-1.
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