The Impact of Social Capital on Consumer Attitudinal Evaluations: An Empirical Study in Pakistan

• 발행기관: 한국유통과학회
• 저자명: Zhengmeng CHAI Muhammad MALIK Salamat HUSSAIN Sher ABBAS Najabat ALI Zaheer ABBAS Nousheen MUNAWAR
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.3, 149~157쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.03.30

영문 초록

The primary goal of this study is to investigate the impact of social capital on consumer attitudinal evaluations. We propose a hypothetical receptacle, thereby applying a mediation framework because of social capital. We expect that increasing social capital would improve brand image and consumer-company (C-C) identification, resulting in positive in-role and extra-role customer behavior toward the brand. Data was collected from 425 respondents primarily from Karachi’s five zones (East, West, North, South, and Central) and analyzed using confirmatory component analysis and structural equation design. The findings showed that social capital had a positive and significant relationship with customer extra-role behavior, as well as two mediators, brand image and consumer business identity. Furthermore, both mediators have a significant impact on both in-role and extra-role behavior. However, there is no evidence that social capital has a direct impact on in-role behavior. This study will help businesses in gaining a competitive advantage by concentrating on social capital to improve their brand image and customer relationship.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results and Discussion

5. Conclusion and Managerial Implications

References

키워드

Social Capital Consumer Company Identification Consumer Behavior Brand