RESEARCH ARTICLE
Is brand reputation a banner for social marketing? A social enterprise product consumption perspective
Juin-Ming Tsai,
Tzu-En Lu,
Juin-Ming Tsai
Department of Gerontological Health Care, National Taipei University of Nursing and Health Sciences, Taipei City, Taiwan
Search for more papers by this authorCorresponding Author
Tzu-En Lu
Department of International Business, Chien Hsin University of Science and Technology, Taoyuan City, Taiwan
Correspondence Tzu-En Lu, Department of International Business, Chien Hsin University of Science and Technology, Taoyuan City, Taiwan.
Email: [email protected]
Search for more papers by this authorJuin-Ming Tsai,
Tzu-En Lu,
Juin-Ming Tsai
Department of Gerontological Health Care, National Taipei University of Nursing and Health Sciences, Taipei City, Taiwan
Search for more papers by this authorCorresponding Author
Tzu-En Lu
Department of International Business, Chien Hsin University of Science and Technology, Taoyuan City, Taiwan
Correspondence Tzu-En Lu, Department of International Business, Chien Hsin University of Science and Technology, Taoyuan City, Taiwan.
Email: [email protected]
Search for more papers by this authorAbstract
Social enterprises (SEs) use various business models to pursue a balance between commercial profit and their social mission. This study uses quantitative and qualitative research methods to assess consumer purchasing decisions related to SEs and the impact of brand reputation on these decisions. Study 1 uses quantitative data to perform a multilevel analysis of consumer and corporate perspectives to examine the hypothesized relationships. We conduct study 2 to enable the robust generalization and further explanation of study 1's results by employing qualitative research. The results indicate that perceived contribution positively affects perceived behavioral control, while ethical self-identity and product knowledge positively affect consumer attitudes. At the group level, brand reputation weakens the relationship between perceived contribution and perceived behavioral control; however, it strengthens the relationship between perceived risk and perceived behavioral control. These findings demonstrate that brand reputation is an important signal regarding SE products or services consumption and has significant implications for social marketing and brand strategy.
CONFLICT OF INTEREST STATEMENT
The authors declare no conflict of interest.
Open Research
DATA AVAILABILITY STATEMENT
Research data are not shared.
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