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Effect of Corporate Social Responsibility on Starbucks Brand Love using Stakeholder Theory

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(4), pp.71-84
  • DOI : 10.17086/JTS.2020.44.4.71.84
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : March 23, 2020
  • Accepted : May 13, 2020
  • Published : June 1, 2020

Kim, Kyoung-Bae 1 Joonho Moon 2 Kyesung Ko 3 Lee, Won Seok 4

1한양대학교 관광연구소
2강원대학교
3경남대학교
4경기대학교

Excellent Accredited

ABSTRACT

Coffee market shows the rapid growth globally, and it results in the more stakeholders within coffee businesses. Based on the trend, this research uses stakeholder theory as a theoretical foundation, and investigated the corporate social responsibility in the coffee business domain. Using stakeholder theory as theoretical underpinning, three attributes are derived, which include environmental, social, and healthiness. Brand love was used as the dependent variable in this study. The subject of this study was Starbucks because the corporation has the largest global market share brand. The main purpose of current research is to investigate the determinants of brand love using attributes derived from stakeholder theory. Online survey using Amazon Mechanical Turk was executed for the data collection. The number of observation for the data analysis was 368. For hypothesis testing, multiple regression analysis was implemented. The results show that brand love is positively influenced by environmental, social, and healthiness. Regarding the magnitude, healthiness appeared as the most influential attributes to account for the brand love. This research contributes to the literature by presenting the accountability of stakeholder theory for brand love in the area of coffee service businesses. Finally, this study has theoretical significance in that it has verified the consumer behavior in the coffee service businesses of stakeholder theory. Accordingly, companies will have to prioritize the health-related aspects of consumers in order to promote the brand love.

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