Summary of Economic Doctoral thesis: Corporate social responsibility, brand - customer relationship quality and switching brand intention in the consumer goods in Vietnam

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: …………………………………….................
............................................................................................. 
Reviewer 2: ………………………………........................
............................................................................................ 
Reviewer 3: …………………………………….................
............................................................................................. 
The dissertation will be defended in front of thesis scoring 
council at the University of Economics Ho Chi Minh City 

at …. hour …. day …. month …. year …. 
The thesis can be found at the library: …….......................
…………………………………………………………….


PUBLISHED SCIENTIFIC WORKS
1. Tran   Nguyen   Khanh   Hai   and   Nguyen   Quang   Thu,   2018. 
The role of brand identification in the relationship between 
corporate   social   responsibility   and   intent   to   transform 
brand. Economic Studies. Vol 4 (479), pp.50 ­ 59.
2. Nguyen   Quang  Thu   and  Tran  Nguyen  Khanh   Hai,   2018. 
The   impact   of   brand   identification   on   brand   –   consumer 
relationship quality and switching brand intention. External  
Economics. Vol 103, pp.30 ­ 42.
3. Tran   Nguyen   Khanh   Hai   and   Nguyen   Quang   Thu,   2018. 
The   impact   of   corporate   social   responsibility  on   brand   – 
customer relationship quality and brand switching intention 
in Vietnam. Journal of Science. Vol 60, no 3, pp.106 ­ 119.
4. Tran Nguyen Khanh Hai, 2018. Consumers’ perceptions of 
corporate social reponsibiliy: A review of the literature and 
discuss directions for future research.  Journal of Finance  
and Marketing Studies. Vol 46, pp.52­64.
5. Tran   Nguyen   Khanh   Hai   and   Nguyen   Quang   Thu,   2018. 
Corporate   social   responsibility,   brand   identification,   and 
brand switching intention in Vietnam.  Journal of Finance  
and Marketing Studies. Vol 45, pp.52­64.
6. Tran   Nguyen   Khanh   Hai   and   Nguyen   Quang   Thu,   2018. 
Impact   of   corporate   social   responsibility   on   brand 
identification and brand switching intention in Vietnam.
.

4

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   brand­customer   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  

increasingly desire to build with their customers" (Bhattacharya 
and Sen, 2003, p. 76) can be a useful dimension to understand 


5

the underlying mechanisms that explain the interaction between 
the brand and the customer.
While it is rare research of switching brand intentions to 
mention about the customers’ emotional, state of relationship 
even though it has impacted on the switching (Lin, 2010).
Kieu   (2016)   examined   the   relationship   between   brand­
customer   relationship   quality   and   other   relationship   structure 
such   as   brand   trust,   brand   identification,   loyalty.   Future 
research may explore the prefix of brand identification because 
it is not included in the theoretical model. In addition, as the 
theory proposes other results of brand identification and brand­
customer relationship quality, such as brand switching (brand 
name, Lam et al., 2010), Further research should also consider 
the results of this relationship.
Thus, the exploration of customers’ perceptions about CSR 
is based on the triple­bottom line theory (TBL) in the BRQ and 
the result of this relationship is switching brand intention     is 
not interested. Therefore,  the study identifies the relationship 
between customers’ perception of CSR based on TBL theory 
with BRQ and switching brand intention in the consumer goods 
in Vietnam, namely supermarket service is necessary.
Especially   in   the   context   combination   of   TBL   theory, 
social   identification   theory,   relationship   marketing   theory   to 
build   the   relationship   between   CSR   concepts,   brand 

identification,   substance   brand   relationship   ­   the   customer   is 
still a gap.


6

Briefly, BRQ is interested in growing; so BI, BRQ, and the 
impact of CSR on the switching brand intention in Vietnam is a 
new study.
1.2   Research objectives
­ Research theories: CSR, brand identification (BI), brand 
relationship quality (BRQ), switching brand intention.
­ Identify and measure the impact of CSR, BI, BRQ on the 
switching brand intention;
­ Verify differences in the influence of variables: CSR, BI, 
BRQ on the switching brand intention;
­ 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:


7

CSR   has   been   implemented   quite   a   lot   in   developed 
countries,   but   in   developing   countries   it   is   still   quite   new. 
Especially   in   Vietnam   with   specific   demographic 
characteristics,   orientations   and   policies,   there   may   be 
differences. The combination of these theories synthesized the 
fundamental   theories:   sustainable   development,   TBL,   social 
identification, relationship marketing and the concepts of CSR, 
brand   identification,   brand   ­   customer   relationship   quality, 
brand switching intention. This has contributed to the consumer 
behavior theory system.
Practical significance: The research results show managers 
and marketer in the field of retail supermarkets summarizing the 
situation of customer awareness about CSR. Since then, they set 
out suitable CSR plans, programs and actions to reduce their 
intention to switch brands.
Research   also   helps   managers   and   marketers   understand 
the   benefits   of   being   aware   of   CSR   by   customers.   It   makes 
customers increase trust, satisfaction, commitment and reduce 
switching brand intention.
Research supports the viewpoint in developing economies, 
businesses   should   invest   in   CSR   strategies   and   activities   to 
enhance   brand   identification,   strengthen   brand­customer 
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.


8

CHAPTER 2: THEORETICAL FOUNDATIONS AND 
RESEARCH MODELS
2.1   CSR theory
The   TBL   theory   (triple­bottom   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   identity­brand   model   that 
illustrates   the   relationship   between   brand   and   customer; 
between   customers   and   social   identity;   and   between   social 
identity and branding (Nguyen et al., 2015). This combination 
occurs   when   there   is   a   match   between   the   customer,   social 

identity and the brand they own. 
2.3   Relationship quality theory
Crosby   et   al.   (1990)   argue   that   the   quality   of   the 
relationship is the customer's perception of trust and satisfaction 
with the seller to reflect their positive relationship. Since then, 


9

many   scientists   have   inherited   and   developed   based   on   this 
definition   when   conducting   research   on   relationship   quality 
(Bejou et al., 1996; Dorsch et al., 1998; Roberts et al., 2003; 
Golicic, 2007).

2.4 Reasonable action theory
Theory of Reasoned Action ­ TRA was first researched and 
introduced by Fishbein ­ Ajzen in 1967, continued to be revised 
and   supplemented   twice   in   1975   and   1987,   showing   that 
consumption   trend   was   the   factor   best   guess   consumer 
behavior.
The   author   has   studied   the   impacted   of   the   social 
responsibility   to   switching   brand   intention   through   brand 
identification and brand ­ customer relationship quality in the 
perspective   of   customers;   so   only   focusing   on   customer’s 
perception   about   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 maximize  


10

the   economic,   social   and   environmental   long­term   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 
theory   to   measure   CSR   through   three   responsible   issues: 
economic, social, environment with CSR perspective according 
to customers' perception.
Brand identification concept
Brand identification is a person who realizes that he has 
"the mentality associated with the fate of the group, sharing the  
common destiny and experiencing the success and failure of the  
brand" (Mael and Ashforth, 1992, p. 104­ 105). In this view, 
brand   identification   is   a   sense   of   personal   similarity   with   a 
social group.
Brand ­ customer relationship quality concept
Quality   of   brand­customer   relationship   is   defined   as 
"strength" and "depth" in brand­customer interaction (Smit et 

al., 2007; Hudson et al., 2015). It increases when customers feel 
the   brand's   program   meets   their   expectations   and   wants   to 
continue to stick with it.
The   model   of   brand   commitment   seems   to   be   the   most 
appropriate   framework   to   investigate   the   impact   of   both 
cognitive components (trust, satisfaction) and affective (brand 


11

commitment)   to   verify   the   relationship   between   brand   ­ 
customer   relationship   with   the   switching   brand   intention 
(Papista   and   Dimitriadis,   2012,   Fritz   et   al,   2014;   Veloutsou, 
2015; Giovanis, 2017).
Switching brand intention
Intention is a sign of human readiness to perform a certain 
behavior, considered a direct premise of behavior (Ajzen, 1991). 
The intention to convert is a customer who stops buying 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   brand­customer   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 
identification;   brand   –   customer   relationship  quality;   and  the 
results of the brand­customer relationship quality, namely the 
switching brand intention.
The   impact   of   brand­customer   relationship   quality   on 

switching brand intention
Nguyen   and   Nguyen   (2010)   argued   that   when   assessing 
and   maintaining   business   relationships,   the   quality   of 
relationships plays a key role. Customers also tended to conduct 
positive   behaviors,   such   as   voluntarily   helping   the   service 
organization   and   other   organization’s   customers   (Xie   et   al., 
2017).


12

Customers   stayed   with   brands   that   have   higher   brand 
satisfaction and commitment (Şahin et al., 2011; Kokkiadi and 
Blomme, 2013). Therefore, when customers were not satisfied, 
the   risk   of   customers   switching   to   a   more   attractive   brand 
becomes bigger (Gulamali and Persson, 2017). This showed that 
the quality of the brand relationship was stronger; customer’s 
trust, satisfaction and commitment with the brand was higher. 
Since then, the hypothesis H1 has been as follows:
H1:   Brand   ­   customer   relationship   quality   has   a   negative  
impact on switching brand intention
The   impact   of   brand   identification   on  brand   ­   customer 
relationship quality, switching brand intention 
Based   on   the   social   identification   theory   that   when 
customers identified with the brand, they were ready to repeat 
purchase (Tukeke et al., 2013).
One   of   the   important   consumer   needs   was   the   self­
expression   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 self­esteem 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   define   the   viability   of   brand­customer 
relationships.


13

From the above arguments, author has hypotheses H2a and 
H2b as follows:
H2a: Brand identification has a negative impact on switching  
brand intention.
H2b:   Brand   identification   has   a   positive   impact   on   brand   ­  
customer relationship quality.
The   impact   of   CSR   on   switching   brand   intention,   brand­
customer relationship quality, brand identification
Stanaland   et   al   (2011)   suggested   that   CSR   encourages 
consumers   to   trust   the   brand.   Garcia   de   los   Salmones   et   al. 
(2005) pointed out that customer trust in a company's products 
or   services   is   directly   affected   by   their   perception   of   CSR. 
McDonald and Lai (2011) and Pérez and Rodríguez del Bosque 
(2015) found a significant  positive relationship between CSR 
and   customer   satisfaction.   Besides,   CSR   also   affected   the 
customer’s   commitment   (Inoue   et   al,   2017).   It   means,   when 
customers   trusted   through   CSR,   they   tended   to   bind   more 

brands,   switching   brand   intention   will   become   rare   and   the 
brand ­ customer relationship quality will be strengthened.
The   attitude   of   customers   would   be   more   positive   for 
businesses that perform CSR activities than for businesses that 
do not  implement  CSR (Murray and Vogel,  1997) and when 
planning or conducting purchases they based on CSR images of 
businesses (Vlachos et al., 2009; Choi and Ng, 2011; Du et al, 
2011). Obviously, CSR of enterprises affected the decision to 
own customers' goods directly and indirectly through customer 
identification with enterprises (Pérez et al, 2013). In this view, 
many scholars have shown that CSR affects brand identification 


14

(Lichtenstein et al., 2004; Marin et al., 2009; He et al., 2011, 
Mobin   Fatma   et   al.,   2016).   From   the   above   analysis,   the 
hypotheses H3a, H3b, H3c are set as follows:
H3a: CSR 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:
Figure 2.5: Recommended theoretical research model
(Source: author)


15

CHAPTER 3: RESEARCH METHODOLOGY
3.1   Research design
The   study   was   conducted   in   two   steps:   preliminary 
research and primary research. 
Preliminary research was conducted by qualitative research 
and quantitative research. Based on theoretical and hypothetical 
frameworks developed in Chapter 2, with in­depth interviewing 
techniques for exploration. Then, discussing  group to develop, 
adjust   the   measurement   scale   in   accordance   with   the 
characteristics of Vietnam. A quantitative preliminary research 
was conducted by direct interviewing with 115 samples through 
a detailed questionnaire. The Cronbach's alpha reliability and 
the Exploratory Factor Analysis (EFA) were used.
Primary study was conducted by quantitative method. It uses 
direct interview technique with detailed questionnaire with  
regular customers in the retail supermarket in Ho Chi Minh city. 
It used convenience sampling with 507 samples. The collected 
data was measured by the Cronbach alpha reliability and the 
EFA. Then, analyzed the CFA to measure  all  the research, 
measurement scales. Finally, the theoretical model and 
hypotheses in the model were tested through the SEM, 
Bootstrap models and multi – group analysis .
3.2   Measurement 
Measure of CSR
The   CSR   used   in   this   study   is   a   second­order   concept 
consisting  of   three  responsible  components:   economic,   social 
and environmental. They were measured by 20 items based on 
Alvarado­Herrera et al. (2017) and qualitative research results.
Table 3.1: Scale of CSR
Cod

e
Economic responsibility

Items

Author


16
Ec1
Ec2
Ec3
Ec4
Ec5
Ec6

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 
long­term economic success
I   believe   brand   X   tries   to   continuously 
improve the  quality  of the  services that  they 
offer
I believe brand X tries to have  a  competitive 
pricing policy
I believe brand X tries to do  its  best  to  be 
more productive
I believe brand X tries to 
organize   its   services:   security,   car,   fire 

protection, hygiene to meet customer needs

Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017) 
Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017)
author   synthesized 
from   discussion 
group’s conclusion

Social responsibility
So1
So2
So3
So4
So5
So6
So7
So8

So9

I believe brand X tries to sponsor educational 
programs

I   believe   brand   X   tries   to  sponsor  public 
health programs
  I   believe   brand   X   tries   to  be  highly 
committed to well­defined ethical principles.
I   believe   brand   X   tries   to  sponsor  cultural 
programs
I   believe   brand   X   tries   to  make  financial 
donations to social causes
I  believe  brand  X  tries  to  help  to  improve 
quality of life in the local community
I believe brand X tries to provide products 
that meet food hygiene and safety standards, 
quality assurance, provenance.

Alvarado­Herrera   et 
al. (2017) 
Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017) 
Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017)
author   synthesized 
from   discussion 
group’s conclusion
author   synthesized 

I believe brand X tries to create jobs for local 
from   discussion 
people
group’ conclusion
author   synthesized 
I believe brand X tries to sponsor programs: 
from   discussion 
Vietnamese people use Vietnamese goods, 
group’s conclusion
gratitude. 

Environmental responsibility
En1

I   believe   brand   X   tries   to  sponsor  pro­
environmental programs

Alvarado­Herrera   et 
al. (2017)


17
En2
En3
En4
En5

I believe brand X tries to  allocate  resources 
to  offer  services  compatible  with  the 
environment

I believe brand X tries to carry  out  programs 
to reduce pollution
I believe brand X tries to  recycle  its  waste 
materials properly
I   believe   brand   X   tries   to  use  only  the 
necessary natural resources

Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017)
Alvarado­Herrera   et 
al. (2017)

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
Bi2
Bi3
Bi4
Bi5

Items
When   someone   criticizes   brand   X,   it 
feels   like   a   personal   insult   (no 
happiness)
I   am   very   interested   in   what   others 
think about brand X

Author
Mael   and   Ashforth 
(1992)

Mael   and   Ashforth 
(1992)
Mael   and   Ashforth 
X’s successes are my happiness
(1992)
When someone praises brand X, it feels  Mael   and   Ashforth 
like a personal compliment
(1992)
author   synthesized 
When I want to shop, I think of the brand 
from   discussion 
X
group’ conclusion

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


18

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

Items

Author

Trust
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
X  group  makes  an  effort  to  know  its 
Tr5
customers
Satisfation
I  am consistently satisfied  with my decision to 
Sa1
fly with X
Sa2
 I am completely satisfied with X
X  offers  exactly  what  I  expect  from  a 
Sa3
supermarket
Brand   X   always   create   sympathy   with 
Sa4
customer:   giving   birthday   gifts,   Tet   gifts, 
Commitment
Co1

Nyffenegger   et 
al. (2015)
Nyffenegger   et 
al. (2015)
Nyffenegger   et 
al. (2015)
Lo et al. (2017)

Lo et al. (2017)
Nyffenegger   et 
al. (2015)
Nyffenegger   et 
al. (2015)
Nyffenegger   et 
al. (2015)
author 
synthesized 

Lo et al. (2017)
I  am  emotionally attached to  the  hotel  group
I  am  committed  to  the  relationship   with  Lo et al. (2017)
brand X                                 
Note: X is the supermarket brand name

Co2

(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).
Table 3.4: Scale of switching brand intention


19
Cod

e
Sw1
Sw2
Sw3

Items

Author

I intend to switch supermarket
Shin et al. (2008)
Next   time,   I   shall   buy   in   another  Shin et al. (2008)
supermarket
I would not continue to buy at X 
Shin et al. (2008)

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

3.3   Measurement Validation
Measuring reliability of the scale used the Cronbach alpha. 
The results of the analysis showed that the scales of the research 
concepts are reliable with Cronbach’s alpha > 0.6 and the item­ 
total correlation coefficient > 0.5 following the exclusion these 
items scalers: Ec1, Ec6, Bi3, Bi4, So5, So9.
The EFA outcomes showed that there are total eight factors 
is extracted at 67.858> 60%, Eigenvalue = 1.093. This proves 
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.


20

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 25­34 is the majority, 205 people make up 
40.4%; Next is the group of people aged 35­44 with 105 people, 
accounting for 20.7%. Most of them have college degrees 476 
(93.9%).  In  terms  of  income,  the  prevailing  income  is  10­20 
million VND / month, 181 people make up 37.5%; Next is from 
5­10 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 
items were > 0.5, practical significance.
4.3   Confirmatory Factor Analysis (CFA)
CFA   performed   in   the   following   order:   CFA   CSR 
concept; CFA brand relationship quality concept; and CFA 
the final measurement model. The results showed that the 

scales   are   both   valid   and   relevant   to   the   market   statistics 
(Table 4.1).


21

Table 4.1: The final measurement model testing
Fact
or

Scaler

CSR

Economic
al 
responsib
Social 
responsib
ility
Environm
ent 
responsib

Code

The 
reliabil
ity
General

Average 
Variance 
Extracte

Factor 
Loading

Agreeme
nt

Ec

4

alpha
0.813

So

7

0.890

0.8904

0.5373

0.7327

Agreeme
nt

En

5

0.845

0.8444

0.5206

0.7212

Agreeme

3

0.862

0.8618

Brand Identification

BRQ

Number 
observe
d 

Cronba
variable
ch 
s

Bi

0.8142

0.5229

0.7230

Agreeme
nt

0.6755

0.8213

nt
Agreement

Trust

Tr

5

0.896

0.8961

0.6334

0.7950

Agreeme
nt

Satisfacti
on

Sa

4

0.897

0.8973

0.6861

0.8280

Agreeme
nt

Commitm
ent

Co

2

0.881

0.8820

0.7892

0.8880

Agreeme
nt

3

0.830

0.8313

Switching brand intention

Sw

0.6217

0.7883

 (Source: Research results)

4.4   Theoretical Model Testing

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

The   model   showed   in   Fig.   4.1   with   484   degrees   of 
freedom, in accordance with the set of survey data. Because, 
it has a chi­square value = 667.378 (p = 0.000), Chi­square / 
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 <0.05, these hypotheses relationships are 
meaningful,   valuable   and   concepts   in   the   model   are 
concluded   to   be  strongly  connected  with  the   theories.   The 
correlations indicate that: CSR directly affected on positive 
brand identification, BRQ; indirectly impacted on switching 

Agreemen t


22

brand intention. BI directly affected negatively on switching 
brand intention; directly and positively affected on the BRQ. 
BRQ   directly   influences   negatively   on   switching   brand 
intention.   The   estimate   SEM   model   showed   that   the 
correlations in model range have the P­value from 0.000 to 
0.038.   In   conclusion,   the   hypotheses   H1,   H2a,   H2b,   H3a, 

H3b, and H3c were supported by the market statistics (Table 
4.1)
Table 4.1: Results of test relationship between concepts in 
the research model (unstandardized)
The 
Estim
relatio ­> Bi
ate
CSR

SE

CR

P­value

0.901

0.063

14.356

0,000***

Bi

­>

BRQ

0.198

0.059

3.343

0,000***

CSR

­>

BRQ

0.171

0.076

2.241

0.025

Bi

­>

Sw

­0.134

0.065

­2.071

0.038

CSR

­>

Sw

­0.451

0.084

­5.347

0,000***

BRQ

­>

Sw

­0.574

0.082

­6.962

0,000***

Note: *** p<0.001.
(Source: Research results)
Using Bootstrap to Estimate the Model
The author has applied a bootstrap with a repeated sample 
of   N   =   1500.   The   results   of   the   research   indicated   that   the 
estimates in the model are reliable because the differing rates of 
the study was within acceptable limits.
4.5 Testing multi­group models
Multi­group   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 


23

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   corporate   social   responsibility   factors,   brand 
identification, brand ­ customer relationship quality, switching 
brand intention.


24

CHAPTER 5: CONCLUSION 
5.1   Research results
With the reliability rate of 95%, the results of the SEM 
analysis   confirm   that   the   hypotheses   given   are   exactly.   The 
theoretical model completely matches with the market statistics 
and concepts in the model are accepted.
5.2   Significance of the research
Theoretical Significance
The author has developed a theoretical model based on the 
combination   of   TBL,   social   identification,   and   relationship 
quality.   The   results   show   that   CSR   impacted   on   the   brand 
identification, the brand relationship quality and the switching 
brand   intention.   At   the   same   time,   the   brand   identification, 
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 

25

activities   demonstrates   these   responsibilities.   In   addition, 
research results showed that consumers are most aware of the 
social responsibility component, so it is important to pay special 
attention to it.
­   This   research   determines   the   level   of   the   perceive   of 
customers   on   CSR   is   increasing.   This   finding   has   practical 
implications   for   enterprises   in   the   consumer   market.   It   gives 
them solutions to improve the quality of service, enhance the 
implementation of CSR strategies and promote them.
­   This   research  has   demonstrated   the  positive   impact   of 
CSR on brand­customer relationship quality. At the same time, 
it has indicated the role of BRQ in the interaction between CSR 
and   brand   switching   behavior   in   the   consumer   market   in 
Vietnam.   Also,   since   it   helps   managers   and   marketers 
understand   clearly   the   benefits   of   CSR   activities.   It   makes 
customers more confident, more satisfied, more committed and 
less switching brand intention. As well as, the results have also 
shown customers’ perception of CSR. From there, they would 
set out the appropriate plans, programs, and actions of CSR to 
reduce switching brand intention.
  ­   This   study   has   adjusted   the   scale   of   concepts:   CSR, 
brand   identification,   brand­customer   relationship   quality   and 
switching   brand   intention   in   the   consumer   goods   market   in 
Vietnam.
5.3   Limitations and directions for further research