Do Corporate Social Responsibility and Electronic Word-of-Mouth influence the Perceived Quality? Mediating role of Brand Image

Abstract

The objective of this study is to examine the relationship between corporate social responsibilities, electronic words of mouth and perceived quality by considering the mediating role of brand image. For collecting data quantitative study was adopted, in which 450 questionnaire were distributed in various universities. Every student must belong to business department. Data has tested through SPSS (Statistical Packages for the Social Science) as well as AMOS (Analysis Movement of Structure). This study shows that there is positive and significant relationship between the corporate social responsibility and perceived quality and electronic word of mouth is highly correlated with perceived quality. Brand image also positively and significantly mediates the relationship among variables. Organizations must understand the importance of corporate social responsibility, electronic words of mouth and other significant factors and try to manage their brand image to influence the perceived quality. If the companies adopt CSR than the brand, image will be build up and in this way; the perceptions of the consumers will be influenced. Furthermore, companies can create awareness regarding their brand through the electronic word of mouth.