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

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.

• Publication year

  2023

• Venue

  Journal of Global Scholars of Marketing Science

• Publication date

  2023-05-16

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1080/21639159.2023.2199306
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism

  2023cited by this paper
• Perceived authenticity and corporate legitimacy of Internet portal CSR activities: focused on Korean Naver user

  2022influential reference
• Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

  2022influential reference
• Corporate social responsibility and SMEs' performance: mediating role of corporate image, corporate reputation and customer loyalty

  2022cited by this paper
• Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector

  2022cited by this paper
• The antecedents and consequences of brand authenticity in the restaurant industry: robot service employees versus human service employees

  2022cited by this paper
• Do I seem real to you? The role of external audiences in the consumption‐driven self‐authentication process

  2021cited by this paper
• Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach

  2021cited by this paper
• Managing the adverse effect of supply chain risk on corporate reputation: The mediating role of corporate social responsibility practices

  2021cited by this paper
• The Moderating Role of Corporate Social Responsibility in the Association of Internal Corporate Governance and Profitability; Evidence from Pakistan

  2021cited by this paper
• Building Brand Authenticity on Social Media: The Impact of Instagram Ad Model Genuineness and Trustworthiness on Perceived Brand Authenticity and Consumer Responses

  2021influential reference
• Brand authenticity: 25 Years of research

  2021cited by this paper
• Consumers’ Responses to Corporate Social Responsibility: The Mediating Role of CSR Authenticity

  2021influential reference
• Partial Least Squares Structural Equation Modeling

  2021cited by this paper
• The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust

  2021cited by this paper
• Contribution of corporate social responsibility on SMEs' performance in an emerging market – the mediating roles of brand trust and brand loyalty

  2021cited by this paper
• The impact of COVID‐19 on consumer evaluation of authentic advertising messages

  2021cited by this paper
• When and how frontline service employee authenticity influences purchase intentions

  2020cited by this paper
• Role of big data analytics capability in developing integrated hospital supply chains and operational flexibility: An organizational information processing theory perspective

  2020cited by this paper
• Creating Sustainable Innovativeness through Big Data and Big Data Analytics Capability: From the Perspective of the Information Processing Theory

  2020cited by this paper
• Predicting mobile wallet resistance: A two-staged structural equation modeling-artificial neural network approach

  2020influential reference
• Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness

  2020influential reference
• Sustainable consumption in organic food buying behavior: the case of quinoa

  2020cited by this paper
• Boosting customer citizenship behavior through corporate social responsibility: does perceived service quality matter?

  2020cited by this paper
• Can human brands help consumers eat better? Influence of emotional brand attachment, self‐identification, and brand authenticity on consumer eating habits

  2020cited by this paper
• The role of brand authenticity in developing brand trust

  2019cited by this paper
• Corporate Social Responsibility in Healthcare: A case of Islamic Banks (IBs) in Bangladesh

  2019cited by this paper
• Do Electronic Word-of-Mouth and Elaboration Likelihood Model Influence Hotel Booking?

  2019cited by this paper
• Donn, Vic and tiki bar authenticity

  2019cited by this paper
• Involvement in consumer-generated advertising

  2019cited by this paper
• Does CSR influence firm performance? A longitudinal study of SME sectors of Pakistan

  2019cited by this paper
• Corporate social responsibility and SMEs

  2019cited by this paper
• Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience

  2019cited by this paper
• Do corporate social responsibility activities enhance customer satisfaction and customer loyalty? Evidence from the Saudi banking sector

  2019cited by this paper
• Brand authenticity leads to perceived value and brand trust

  2019cited by this paper
• Does It Pay to Be Real? Understanding Authenticity in TV Advertising

  2018cited by this paper
• Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future

  2018cited by this paper
• Brand Authenticity’s Influence on Charity Support Intentions

  2018cited by this paper
• The influence of an organisation’s adopted corporate social responsibility constructs on consumers’ intended buying behaviour: a Malaysian perspective

  2018cited by this paper
• How supply chain analytics enables operational supply chain transparency

  2018cited by this paper
• Service quality, satisfaction, stickiness, and usage intentions: An exploratory evaluation in the context of WeChat services

  2017cited by this paper
• How CSR and overall service quality lead to affective commitment: mediating role of company reputation

  2017cited by this paper
• Corporate social responsibility and firm’s performance: empirical evidence

  2017cited by this paper
• PLS-SEM or CB-SEM: updated guidelines on which method to use

  2017cited by this paper
• The impacts of corporate social responsibility, service quality, and transparency on relationship quality and customer loyalty in the hotel industry

  2016influential reference
• Airline Travelers' Causal Attribution of Service Failure and Its Impact on Trust and Loyalty Formation: The Moderating Role of Corporate Social Responsibility

  2016cited by this paper
• The impact of CSR on consumer-corporate connection and brand loyalty

  2015cited by this paper
• Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility

  2015cited by this paper
• Determinants of Behavioral Intention to Use South Korean Airline Services: Effects of Service Quality and Corporate Social Responsibility

  2015cited by this paper
• Reconnecting Business and Society: Perceptions of Authenticity in Corporate Social Responsibility

  2015cited by this paper
• Brand authenticity: An integrative framework and measurement scale

  2013influential reference
• Phlebotomy as the Backbone of the Laboratory

  2013cited by this paper
• The Effects Of Corporate Social Responsibility On Service Recovery Evaluations In Casual Dining Restaurants.

  2012cited by this paper
• The impact of corporate social responsibility initiatives on consumers' behavioural intentions in the Egyptian market

  2012cited by this paper
• Corporate social responsibility (CSR) as a halo effect in issue management: public response to negative news about pro-social local private companies

  2012cited by this paper
• Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of "green" products

  2012cited by this paper
• Brand Authenticity: Towards a Deeper Understanding of its Conceptualization and Measurement

  2012cited by this paper
• The Impact of Corporate Social Responsibility on Firm Value: The Role of Customer Awareness

  2012cited by this paper
• At What Level (and in Whom) We Trust

  2012cited by this paper
• Consumer Responses to Corporate Social Responsibility (CSR) in China

  2011influential reference
• CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality

  2011cited by this paper
• Understanding Purchase Intention During Product-Harm Crises: Moderating Effects of Perceived Corporate Ability and Corporate Social Responsibility

  2011cited by this paper
• The Emergence of Corporate Social Responsibility in Chile: The Importance of Authenticity and Social Networks

  2009cited by this paper
• The relationship between corporate social responsibility and shareholder value: an empirical test of the risk management hypothesis

  2009cited by this paper
• Research Note - Should Consumers Use the Halo to Form Product Evaluations?

  2008cited by this paper
• How corporate social responsibility is defined: an analysis of 37 definitions

  2008cited by this paper
• Impact of Corporate Social Responsibility on Consumer Trust

  2008cited by this paper
• Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis

  2004cited by this paper
• Common method biases in behavioral research: a critical review of the literature and recommended remedies.

  2003cited by this paper
• The Company and the Product: Corporate Associations and Consumer Product Responses

  1997cited by this paper
• The Behavioral Consequences of Service Quality

  1996cited by this paper
• Aspirin-induced gastroduodenal injury and its prevention by prostaglandins.

  1988influential reference
• A Conceptual Model of Service Quality and Its Implications for Future Research

  1985cited by this paper
• Using Information Processing Theory to Design Marketing Strategies

  1981cited by this paper
• Modern factor analysis

  1961influential reference
• The magical number seven plus or minus two: some limits on our capacity for processing information.

  1956cited by this paper
• The Psychology of Education

  1911cited by this paper

• Signalling credibility in corporate communications: the roles of brand authenticity, CSR authenticity and reputation

  2026cites this paper
• Navigating health-care excellence: unravelling the nexus of corporate social responsibility, service quality, corporate reputation and brand preference

  2025cites this paper
• Impacts of personality traits of sustainability-oriented CEO, perceived environmental friendliness and organizational agility on repurchase intention

  2024cites this paper
• Smile or Not Smile: The Effect of Virtual Influencers' Emotional Expression on Brand Authenticity, Purchase Intention and Follow Intention

  2024cites this paper
• The relationship between service quality of banking kiosk and customer satisfaction: the moderating role of technology readiness

  2023cites this paper