- Title
- Green approaches in Hong Kong’s fast-food restaurants and its effects on corporate image and reputation
- Creator
- Wong, David Yat Leung
- Resource Type
- thesis
- Date
- 2015
- Description
- Professional Doctorate - Doctor of Business Administration (DBA)
- Description
- In order to accommodate the fast-paced and sophisticated lifestyle of increasingly affluent urban populations, the fast-food industry is growing rapidly in most major cities around the world, including Hong Kong. As such, fast-foods chains face severe competition and aim to differentiate their organisations by encompassing non-traditional, contemporary elements of demarcation. One such element is corporate social responsibility (CSR) as an initiative aimed at enhancing corporate image and reputation, which improves an organisation’s competitive edge and sustainability. Previous studies have found a positive linear relationship between CSR and corporate image and reputation. However, there is a dearth of studies on how CSR and the concept of reduce, reuse, and recycle (3R) contribute to corporate image and reputation and the direct consequence of this on fast-food marketing. To fill this gap in the body of knowledge, this research examined the relationship between CSR activities and 3R, and subsequently their relationship with corporate reputation and image in Hong Kong’s fast-food industry. The research adopted a positivism paradigm and quantitative cross-sectional approach with a sampling frame comprising customers of Hong Kong’s fast-food restaurants. Data was collected from 350 such customers by using a fully structured and close-ended questionnaire to measure four constructs with a 7-point Likert scale. The constructs, encompassing 21 questionnaire items, were adopted from previous studies to identify the relationships between various antecedents and to test seven hypotheses. The study reveals that there is a positive correlation between CSR and 3R, indicating that consumers of fast-food restaurants opine that CSR and 3R are interrelated. CSR provides a competitive advantage for fast-food restaurants as it plays a big role in enhancing positive corporate image and reputation. All direct relationships between CSR and corporate reputation and corporate image, and similarly between 3R and corporate reputation and image, were found significant and positive. Fast-food operators need to identify CSR activities that best reflect their particular industry, making it easier for customers to comprehend and evaluate. It is believed that 3R plays a better long-term role rather than CSR activities, such as philanthropic acts that help the community and support charities. The study verifies that CSR and 3R practices are appropriate competitive advantage tools to enhance corporate reputation and image, which will ultimately benefit the fast-food industry in Hong Kong.
- Subject
- fast-food industry; corporate social responsibility; corporate image; corporate reputation; recycle, reuse, reduce
- Identifier
- http://hdl.handle.net/1959.13/1308200
- Identifier
- uon:21625
- Rights
- Copyright 2015 David Yat Leung Wong
- Language
- eng
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
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| View Details Download | ATTACHMENT01 | Abstract | 1 MB | Adobe Acrobat PDF | View Details Download | ||
| View Details Download | ATTACHMENT02 | Thesis | 3 MB | Adobe Acrobat PDF | View Details Download |