EXPLORING THE IMPACT OF EXPOSURE TIME TO IN-PROCESS CSR ON SATISFACTION AND BRAND EQUITY
This study examines the impact of ethical perceptions resulting from exposure to In-Process Corporate Social Responsibility (CSR). It has been found that this relationship is moderated by the duration of exposure to in-process CSR through online brand communications. The study was conducted under the context of a government bank tasked with a mission to assist customers in restructuring their debt. The study was conducted using a sequential mixed research methodology suitable for exploratory research. The initial qualitative phase was conducted using in-depth interviews from 14 respondents. For the quantitative study, data were collected from 208 bank customers. Using Structural Equation Modeling (SEM) for the analysis, it was found that ethical perception does have a significant impact on satisfaction, and brand equity, which reflects the in-process CSR. Also, satisfaction has a positive impact on brand equity. The impact on brand equity is moderated by the duration of exposure to in-process CSR, which is the theoretical implication of this study. As for managerial implications, it was found that ethical perception through in-process CSR, defined as taking to heart the benefits for customers and society, has an impact on brand equity. Thus, engaging in philanthropic activities is not sufficient, it is important for companies to have the best interests of customers and society in mind. The study was conducted on clients of a bank which has ethical consideration embedded in its mission and competency. Future studies could examine related constructs such as brand identification, brand trust, and social trust.
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