The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR)

Abdul Ghaffar, Tahir Islam, Tomas Kincl, Abdul Hakeem, Anshuman Sharma

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.
Original languageEnglish
Pages (from-to)475-494
Number of pages20
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume33
Issue number3
DOIs
Publication statusPublished - 16 May 2023
Externally publishedYes

Keywords

  • Corporate social responsibility
  • brand authenticity
  • healthcare
  • information processing theory
  • service quality

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