Adopting the Brisoux-Larouche Model of Brand Categorization to Correlate Brand Social Responsibility in National and In-house Coffee shops

Date
2011-01-01
Authors
Wencel, Frank
Bosselman, Robert
Tang, Liang
Bosselman, Robert
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Apparel, Events and Hospitality Management
Abstract

In-house food service brands operating on college campuses struggle to build brand image with limited consumer awareness. Corporate social responsibility (CSR) activities may enhance brand image for the customers, employees and stakeholders. The purpose of this paper is to determine if a non-branded social-responsible retail food offering will be accepted (evoked) by the campus consumer. The quantitative methodology used here involves three different survey instruments designed to be interpreted using structured equation modeling (SEM) and regression analysis. This study confirms that an in-house coffee brand offering a high-quality product, deploying a brand social responsible strategy can be coveted by the college campus customer with little or no previous experience of the brand.

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This manuscript is of a proceeding in Proceedings of the 16th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism 2011: pp. 1-11. Posted with permission.

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