Ali Eren Balikel
The aim of this study is to investigate the effects of corporate social responsibility strategies on brand perception within the food and beverage sector in Turkey. The population of this study consists of consumers in Turkey. 385 people participated in this study and the convenience sampling method was used. A survey was conducted for this research. The relationships between CSR dimensions and Brand Perception dimensions were examined using correlation and regression analyses. According to the correlation analysis results, there is a positive and statistically significant relationship between “brand loyalty” and “legal and moral social responsibility” “brand loyalty” and “economic social responsibility”. Regression analysis results on the other hand showed that the “economic social responsibility” sub-dimension has a positive and statistically significant effect on “brand awareness” and “brand loyalty” sub-dimensions. The “corporate communication” sub-dimension has a positive and statistically significant effect on “brand loyalty” sub-dimension and “Common sense social responsibility” sub-dimension also has a positive and statistically significant effect on “brand loyalty” sub-dimension of the brand perception. However, it has been found that none of the CSR image dimensions have a statistically significant effect on perceived quality. In other words, while CSR activities increase customer loyalty and brand recognition, they do not have an impact on customers’ perception of quality.
Akkoyunlu, G.Ş. & Kalyoncuoğlu, S. (2014). İşletmelerin Kurumsal Sosyal Sorumluluk Çalışmalarının Marka Algısı Üzerine Etkisinin Değerlendirilmesi. Niğde Üniversitesi İİBF Dergisi, 7(3), 125-144.
Aslan, E.S. & Aydın, C. (2018). Kurumsal sosyal sorumluluk faaliyetlerinin marka tercihine etkisi üzerine bir araştırma. Selçuk İletişim, 11(1), 146-166.
Baron, D.P. (2000). Business Environment. Prentice Hall.
Butt, I., Mukerji, B. & Uddin, M.H. (2019). The effect of corporate social responsibility in the environment of high religiosity: An empirical study of young consumers. Social Responsibility Journal, 15(3), 333-346.
Carroll, A.B. (1991). The pyramid of corporatesocial responsibility: toward the moral management of organizational stakeholders. Business Horizons, 34(3), 39-48.
Carroll, A.B. (2016). Carroll’s Pyramid of CSR: Taking Another Look. International Journal of Corporate Social Responsibility, 1(3), 1-8.
Chaudary, S., Zahid, Z., Shahid, S., Khan, S. N. & Azar, S. (2016). Customer perception of CSR initiatives: its antecedents and consequences. Social Responsibility Journal, 12(2), 263-279.
Clarkson, M.B.E. (1995) A stakeholder framework for analyzing and evaluating corporate social performance. Academy of Management Review, 20(1), 92-117.
Doğan, S.Y. & Varinli, İ. (2010). İşletmelerde sosyal sorumluluk anlayışı ve kurumsal imaj ilişkisi: banka müşterilerine yönelik bir araştırma. Ekonomik ve Sosyal Araştırmalar Dergisi, 6(2), 1-26.
Donaldson, T. & Preston, L.E. (1995). The Stakeholder Theory of the corporation: concepts, evidence, and implications. Academy of Management Review, 20(1), 65-91.
Gedik, Y. (2020). Kurumsal sosyal sorumluluk: tanımları, tarihi, teorileri, boyutları ve avantajları üzerine kuramsal bir çerçeve. Haliç Üniversitesi Sosyal Bilimler Dergisi, 3(2), 265-304.
Kızıldemir, Ö. & Kaderoğlu, G.H. (2021). Evaluation of menu designs in food and beverage businesses within the scope of sustainability. Journal of Tourism Intelligence and Smartness, 4(2), 296-322.
Koca, A. (2021). The effect of corporate social responsibility activities on brand loyalty. Selcuk University Journal of Social and Technical Researches, 19, 75-85.
Rathore, P., Saha, E., Chakraborty, S. & Tiwari, A. K. (2023). Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective. Society and Business Review, 18(2), 264-295.
Schnietz, K.E. & Epstein, M.J. (2005). Exploring the financial value of a reputation for corporate social responsibility during a crisis. Corporate Reputation Review, 47(4), 327-345.
Snider, J., Hill, R.P. & Martin, D. (2003). Corporate social responsibility in the 21st century: a view from the world’s most successful firms. Journal of Business Ethics, 48(2), 175–187.
Şancı, Ş. & Özkan, B. (2024). Yeşil Pazarlama Kapsamında Yapılan Kurumsal Sosyal Sorumluluk (KSS) Faaliyetlerine Yönelik Faktörlerin Satın Alma Niyetine Etkisi. İşletme Araştırmaları Dergisi, 16(1), 86-102.
Urfanatik. (2023). EPDK açıkladı: Türkiye’nin elektrik üretimi belli oldu. Online: https://www.urfanatik.com/haber/18625874/epdk-acikladi-turkiyenin-elektrik-uretimi-belli-oldu
Üner, T. & Baş, M. (2018). Carroll’ın Kurumsal Sosyal Sorumluluk Modeli Kullanılarak Geliştirilen Toplumsal Pazarlama Ölçeği Çalışması. İşletme Araştırmaları Dergisi, 10(4), 304-332.
World Business Council for Sustainable Development, (2020). Corporate Social Responsibility: Making Good Business Sense. Online: http://www.ceads.org.ar/ downloads/Making%20good%20business%20sense.pdf
Yalçın, M. (2023). Kurumsal sosyal sorumluluk ve sosyal medya ilişkisi: Web of Science veri tabanına dayalı bibliyometrik analiz. Türk Sosyal Bilimler Araştırmaları Dergisi /Journal of Turkish Social Sciences Research, 8(2), 146-160.