MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS HO CHI MINH CITY
------------------------

TRAN NGUYEN KHANH HAI

CORPORATE SOCIAL RESPONSIBILITY,
BRAND – CUSTOMER RELATIONSHIP
QUALITY AND SWITCHING BRAND
INTENTION IN THE CONSUMER GOODS IN
VIETNAM
Major: Administrations
Code: 9340101

SUMMARY OF ECONOMIC DOCTORAL THESIS

Ho Chi Minh City - 2019


The research was completed at University of Economics
Ho Chi Minh.
Scientific instructors: Assoc. Prof. Ph.D. Nguyen Quang
Thu.
Reviewer 1: …………………………………….................
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Reviewer 2: ………………………………........................
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Reviewer 3: …………………………………….................
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The dissertation will be defended in front of thesis scoring
council at the University of Economics Ho Chi Minh City



1

CHAPTER 1: OVERVIEW
1.1 Research background
In the highly competitive service sector, it is important that
service providers have a developing differentiated service
brands to create a sustainable competitive advantage (Sreejesh
and Roy, 2015). In reality, recently researches have shown that
consumers distinguish the brand based on the relationship
which they have developed. Therefore, it is essential to
establish a relationship with customers through the marketing
strategy of the business (Veloutsou, 2015).
To begin with, corporate social responsibility (CSR) plays
a pivotal role in the context of customer interest in CSR. The
power of a brand depends on what the customer has learned,
felt, seen and heard about the brand through their experience,
that is, depending on customers’ mind (Hoeffler and Keller,
2002). Therefore, related images that derived from CSR can
influence the brand through customers’ reaction.
In addition, when customers are skeptical about the brand,
along with the diminishing value of traditional media in
branding, questions related to branding identification are more
important in brand management (Tuškej et al., 2013).
To evaluate brand-customer relationships, the brand
identification (BI) and brand relationship quality (BRQ) are key
factors (Lam et al., 2010; Bruhn et al., 2012; Kieu, 2016). BI is
known as "the key psychological foundation for the profound,
committed, and meaningful relationships that marketers

- Contribute a suggestion to brand managers, marketers in
raising customer’s perception about CSR.
1.3 Objects and scope of the research
The research objects are CSR, brand identification, brand
relationship quality and switching brand intention.
Theoretical scope: This thesis focuses on CSR and its
results, namely: BI, BRQ, switching brand intention in the
consumer goods in Vietnam. The author is based on the
customer’s perception of the above concepts.
The survey scope: The study conducted a survey of
customers who regularly shop at the general retail supermarket
in Ho Chi Minh City, in the context of the consumer goods,
namely retail supermarkets.
Time frame: Its data were collected from 2014 to 2018.
1.4 Research implications
Theoretical significance:
CSR has been implemented quite a lot in developed
countries, but in developing countries it is still quite new.


4

Especially

in

Vietnam

with


brand-customer

relationship quality and reduce switching brand intention.
1.5 Structure of the thesis
The thesis includes five chapters: Chapter 1: Overview;
Chapter 2: Theoretical Foundations and Research Models;
Chapter 3: Research Methodology; Chapter 4: Research results
and Chapter 5: Conclusions.


5

CHAPTER 2: THEORETICAL FOUNDATIONS AND
RESEARCH MODELS
2.1 CSR theory
The TBL theory (triple-bottom line theory) is used to
verify and reflect the effectiveness of businesses in three
factors: economy, environment and society. Accordingly,
corporate must ensure both economic, social benefits and
environmental protection benefits.
2.2 Social identity theory
Social identity is the person’s perception that he belongs to
a certain social group, which has the same meaning of
affection, interests, characteristics and values with himself
(Tajfel, 1972). It helps to predict customers' behaviors and
ability to move through other groups based on their perceptions
of differences (Escalas, 2004).
A social identity theory is an appropriate approach to
research customers and brands; so many researchers have
proposed a consumer social identity-brand model that


corporate

social

responsibility,

the

relationship between awareness, attitudes and behavioral
intentions. This is shown in figure 2.4 below:

Figure 2.4: Compact theoretical behavior model
(Source: Author's synthesis)
2.5 Research model
2.5.1 Research concepts
CSR concept
This thesis has inherited the CSR concept stated by Du et
al. (2011, page 1) “CSR is a company's commitment to


7

maximize the economic, social and environmental long-term
benefit through activities, business, policies and resources" for
research.
CSR perception of customers referred to CSR is
customer’s perception about CSR. For a comprehensive study
of CSR, this study has incorporated many components in a
multidimensional approach based on sustainable development

the brand's goods or services and replaces it with another brand
(Ping, 1994; Shin et al., 2008; Zhang, 2009).
2.5.2 Theoretical models and research hypothesis
Based on the theoretical foundation of CSR, brand
identification,

quality

of

brand-customer

relationship,

identification of gaps, the author has proposed a research model
with 04 groups of basic elements as construction prefix quality
brand

relationships

-

customers,

namely

CSR;

brand


One of the important consumer needs was the selfexpression and improvement of their image. At the time of
buying the brand, they conveyed a specific image or social role.
They tended to identify themselves with reputable brands,
because it increased their self-esteem and the need to belong to
the group (Tajfel and Turner, 1985). Customers switched to
another brand with the aim of enhancing identification (Lam et
al., 2010). In other words, brand identification would make
customers feel more attached, consistent with the brand and the
intention to transform the brand to become rarer.
Research by Lam et al. (2010) showed that brand
identification
relationships.

define

the

viability

of

brand-customer


10

From the above arguments, author has hypotheses H2a and
H2b as follows:
H2a: Brand identification has a negative impact on switching
brand intention.

H3b: CSR has a positive impact on of brand - customer
relationship quality
H3c: CSR has a positive impact on brand identification
Since then, the author has proposed the research model as
follows:
Brand –
H2a
consumer
relationship
quality
Brand
identification

H2b

H3c

Switching brand
intention

H1

H3b

H3a

Corporate social responsibility

Figure 2.5: Recommended theoretical research model
(Source: author)

3.2 Measurement
Measure of CSR
The CSR used in this study is a second-order concept
consisting of three responsible components: economic, social
and environmental. They were measured by 20 items based on
Alvarado-Herrera et al. (2017) and qualitative research results.
Table 3.1: Scale of CSR
Cod
e
Economic responsibility
Ec1

Items

I believe brand X tries to maximize profits to
sustain business

I believe brand X tries to build solid
relations with its customers to assure its
long-term economic success
I believe brand X tries to continuously
Ec3
improve the quality of the services that they
offer
I believe brand X tries to have a competitive
Ec4
pricing policy
I believe brand X tries to do its best to be
Ec5
more productive

al. (2017)

et

Alvarado-Herrera
al. (2017)

et

Alvarado-Herrera
al. (2017)

et

Alvarado-Herrera et
al. (2017)
Alvarado-Herrera et
al. (2017)
author
synthesized
from
discussion
group’s conclusion
Alvarado-Herrera
al. (2017)
Alvarado-Herrera
al. (2017)
Alvarado-Herrera
al. (2017)
Alvarado-Herrera

So8

I believe brand X tries to create jobs for local
people

author
synthesized
from
discussion
group’ conclusion

So9

I believe brand X tries to sponsor programs:
Vietnamese people use Vietnamese goods,
gratitude.

author
synthesized
from
discussion
group’s conclusion

Environmental responsibility
I believe brand X tries to sponsor proEn1
environmental programs
I believe brand X tries to allocate resources
En2
to offer services compatible with the
environment


Note: X is the supermarket brand name
((Source: Author's synthesis))

Measure of Brand identification
Some researchers have passed the Mael and Ashforth
(1992) initial organizational identification scales in the context
of the consumer goods brand (He and Li, 2011; Keh and Xie,
2009; Kuenzel and Halliday, 2008, 2010; Zhou et al., 2012) and
the results were good. The brand identification scale of 05 items
was based on the Mael and Ashforth (1992) scale and group
discussion results (table 3.2).
Table 3.2: Scale of brand identification
Cod
e
Bi1

Items

Author

When someone criticizes brand X, it
feels like a personal insult (no
happiness)

Mael and Ashforth
(1992)


15


Note: X is the supermarket brand name
(Source: Author's synthesis)

Measure of BRQ
The BRQ scale consists of three components: trust,
satisfaction and commitment. This conceptual scale is based on
the Nyffenegeer et al. (2015) and Lo et al. (2017) scales and
was revised after qualitative research (table 3.3).
Table 3.3: Scale of BRQ
Code
Trust

Items

Tr1

I rely on brand X

Tr2

X is an honest brand

Tr3

X is a safe brand

Tr4

X acts in customers’ best interests

Nyffenegger et
al. (2015)
author
synthesized


16
from discussion
group’
conclusion

programs for loyal customers ...
Commitment
Co1
I am emotionally attached to the hotel group
I am committed to the relationship with
Co2
brand X

Lo et al. (2017)
Lo et al. (2017)

Note: X is the supermarket brand name
(Source: Author's synthesis)

Measure of switching brand intention
After the two groups discussed, switching brand
intention was measured by seven – point Likert on three
item scales, developed by Shin et at. (2008) (see Table
3.4).

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that these scales will explains the research concepts. In other
words, the EFA model is appropriate and the research concepts
are of distinct value. The factor loadings of the items are in the
range of 0.583 to 0.911, all > 0.5, practical significance.


18

CHAPTER 4: RESEARCH RESULTS
4.1 Characteristics of samples
Statistical sampling included 396 females, accounting for
78.1%; 111 males accounted for 21.9%. The number of
respondents aged 25-34 is the majority, 205 people make up
40.4%; Next is the group of people aged 35-44 with 105 people,
accounting for 20.7%. Most of them have college degrees 476
(93.9%). In terms of income, the prevailing income is 10-20
million VND / month, 181 people make up 37.5%; Next is from
5-10 million per month, 127 people make up 25%.
4.2 The reliability and exploratory factor analysis
Results of Cronbach's alpha analysis showed that 33 items
had the item – total correlation coeffiencey > 0.5 and a high
Cronbach's alpha coefficient > 0.6, ranging from 0.813 to 0.897.
So that, all 33 items of scales were tested the exploratory factor
analysis.
There were eight factors extracted at 61.092> 60%,
Eigenvalue = 1.018. Thus, the concepts were well explained, or
in other words, the EFA model is appropriate and the research
concepts are worth distinguishing. The factor loadings of the

ch
alpha

Genera
l

Average
Variance
Extracte
d

Factor
Loading

Economical
responsibility

Ec

4

0.813

0.8142

0.5229

0.7230

Social


3

0.862

0.8618

0.6755

0.8213

Brand Identification
Trust

Tr

5

0.896

0.8961

0.6334

0.7950

Satisfaction

Sa


0.830

0.8313

0.6217

0.7883

BRQ

Agreeme
nt
Agreement
Agreement

Agreement
Agreement

Agreement
Agreement
Agreement

Agreemen t

(Source: Research results)

4.4 Theoretical Model Testing
.57

.79


.76
.89

Figure 4.1: SEM results (standardized)
(Source: Research results)


20

The model showed in Fig. 4.1 with 484 degrees of
freedom, in accordance with the set of survey data. Because,
it has a chi-square value = 667.378 (p = 0.000), Chi-square /
df = 1.379. TLI = 0.978, CFI = 0.980, GFI = 0.929 and
RMSEA = 0.027 are all satisfactory. The unnormalized
estimation result of the parameters is shown in Table 4.1.
With the value of p
0.198

0.059

3.343

CSR

->

BRQ

0.171

0.076

2.241

Bi

->

Sw

-0.134

0.065

-2.071


0.038
0,000**
0,000***
*


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estimates in the model are reliable because the differing rates of
the study was within acceptable limits.
4.5 Testing multi-group models
Multi-group analysis results show that the relationship
between

corporate

social

responsibility

factors,

brand

identification, quality of customer brand relationships varies by
gender and income. In other words, there is a difference
between female customers and male customers; between
customers with incomes below 10 million VND and customers
with incomes of more than 10 million VND in the relationship
between

brand relationship quality plays an intermediary role in the
relationship between CSR and switching brand intention. This
is a remarkable theoretical significance of this thesis.
Research has contributed to the scale of concepts: CSR,
brand identification, brand relationship quality, switching
brand intention
The addition of 04 new items to adjusting the scale makes
the measurement scales fit with the characteristics of Vietnam
market. These are the points to consider when building CSR,
brand identification, brand relationship quality, switching
brand intention scale in Vietnam.
Practical Significance
- The three components of responsibility: economic, social
and environmental are felt and distinguished quite well with the
customer. Therefore, cooperate should be taken, investing in