The sharing economy: the influence of perceived corporate social responsibility on brand commitment
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 31 August 2020
Issue publication date: 22 September 2021
Abstract
Purpose
This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.
Design/methodology/approach
PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0.
Findings
Findings reveal that PCSR has a significant influence on consumer brand trust and brand identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification.
Practical implications
The investment of resources in corporate social responsibility (CSR) activities has many advantages because it increases trust and identification towards the brand. Ridesharing business firms are growing in size, so they should harness CSR activities by investing money into them that benefits society.
Originality/value
Sharing economy services have the potential to assist the global and local economy towards environmental friendliness. Yet, there is a lack of research on how the sharing economy model works the social responsibility aspects of the model and its impact on consumer response. This study assesses the dimensions of PCSR and its influence on brand commitment via a brand trust and brand identification towards ridesharing services.
Keywords
Acknowledgements
Retraction notice: The publishers of Journal of Product & Brand Management wish to retract the article Fatma, M., Khan, I., Rahman, Z. and Pérez, A. (2021), “The sharing economy: the influence of perceived corporate social responsibility on brand commitment”, published in Vol. 30 No. 7, pp. 964-975, https://doi.org/10.1108/JPBM-04-2020-2862.
It has come to our attention that this paper has substantial similarities to the following article:
Jeon, M.M., Lee, S. and Jeong, M. (2020), “Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry”, International Journal of Hospitality Management, Vol. 84, p. 102341.
As part of the investigation, the authors were requested to provide a copy of the dataset so that the editorial team could verify the findings. The authors were unable to provide the dataset. As a result, a decision was made to retract the article.
The author guidelines of the Journal of Product & Brand Management make it clear that submitted articles must be original. The journal sincerely apologises to its readers and the International Journal of Hospitality Management authors.
Citation
Fatma, M., Khan, I., Rahman, Z. and Pérez, A. (2021), "The sharing economy: the influence of perceived corporate social responsibility on brand commitment", Journal of Product & Brand Management, Vol. 30 No. 7, pp. 964-975. https://doi.org/10.1108/JPBM-04-2020-2862
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited