Putri Mahanani and Gancar Candra Premananto (2012) Pengaruh Jenis Inisiatif Corporate Social Responsibility (CSR) Terhadap Brand Preference Perbankan Dengan Moderasi Budaya Individu. Prosiding Seminar Nasional Manajemen II: Manajemen CSR Untuk Kreativitas Ekonomi Masyarakat. pp. 66-73. ISSN 2302-5239

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Abstract

Corporate is not only focused on achieving good financial performance, but also have responsibility for social and environmental problems. Corporate Social Responsibility as a form of concern emerging companies, including banks, to the environment and society. The marketing point of view, one of the benefits CSR is to create brand preference for the product / brand. Corporate Social Marketing and Corporate Philanthropy are the most often done by corporates in the last five years. This study investigated the influence of type of CSR initiatives on brand preference banking. It also examined the moderating role of individual aspects of the individualism or collectivism. The research is experimental with chi-square analysis techniques. The results of the analysis supporting the types of CSR initiatives influence on brand preference, but the individualism or collectivism did not moderate the effect of type of CSR initiatives on brand preference. The importance of this research is the various CSR initiatives have different effects, so that the management should not be arbitrary in selecting strategies and marketing program.

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