How Consumers’ Consciousness Moderates the Corporate Social Responsibility Effect on Apparel Industry Brand Image

Round 1

Reviewer 1 Report

The research presented in the article concerns the topic of corporate social responsibility in Jordan and aims to investigate relationships between different aspects of CSR and brand image. 

Study model is clearly explained in the figure. Tables and figures show the results in a proper manner.

The choice of literature is appropriate - references are relevant to the topic and up-to-date.

I have some remarks that should be addressed by the Authors:

- I think that there should be more information about the survey itself - how many questions were asked in every part, what was the scope of questions. If it is possible, I would recommend to add the questionnaire as an appendix to the paper.

- I would like to know, why in the demographics survey the age groups taken into account are "less than 20", "20-24", "25-30" and "more than 30". In my opinion the segmentation of the respondents "above 30 years old" should also be done. 

- Authors state that "In general, there are limited research papers on the impact of CSR on brand image in 82 the Jordanian market" - I wish that they could give some examples of such research.

 

 

Author Response

Dear Sir/Madam,            

Authors appreciate the great efforts made by the reviewers and editor. We have carefully compiled all the comments to rewrite and resubmit the paper. The details of the point-by-point revisions are described as follows. The authors are also grateful to the anonymous reviewers for their thoughtful comments and suggestions, which have elevated the quality of this paper. Thank you all for your valuable comments. We appreciate your efforts and contributions.

The research presented in the article concerns the topic of corporate social responsibility in Jordan and aims to investigate relationships between different aspects of CSR and brand image.

Study model is clearly explained in the figure. Tables and figures show the results in a proper manner.

The choice of literature is appropriate - references are relevant to the topic and up-to-date.

I have some remarks that should be addressed by the Authors:

- I think that there should be more information about the survey itself - how many questions were asked in every part, what was the scope of questions. If it is possible, I would recommend to add the questionnaire as an appendix to the paper. Questionnaire added

- I would like to know, why in the demographics survey the age groups taken into account are "less than 20", "20-24", "25-30" and "more than 30". In my opinion the segmentation of the respondents "above 30 years old" should also be done. It is difficult to resegment the respondents in this stage.

- Authors state that "In general, there are limited research papers on the impact of CSR on brand image in 82 the Jordanian market" - I wish that they could give some examples of such research. Examples given

Reviewer 2 Report

This is an interesting quantitative study, especially the part about the impact of environmental responsibility on brand image. As a qualitative research, my comments and suggestions will focus on the discussion.

I wish the authors could provide more discussion on the "green image" part of the study. How would the study address the issue of "greenwashing" narratives? Many organizations and companies use deceptive marketing strategies to create their "green images". There is a body of work that provides a critical discussion of "nature":

This book: Cronon, William. 1996. Uncommon Ground: Rethinking the Human Place in Nature. New York: W.W. Norton & Co. There is a chapter by Jennifer Price, "Looking for Nature at the Mall: A Field Guide to the Nature Company."     

If possible, the paper should include the questionnaire as an appendix. The discussion part should engage the survey questions as concrete examples. Right now, the discussion reads very high level. The readers don't really see how it is so, partly because they don't know the survey questions and how people responded to the questions. So, as a qualitative researcher, I would use specific questions as examples to support the discussion ideas in a more concrete and tangible way. 

 

Author Response

Dear Sir/Madam,            

Authors appreciate the great efforts made by the reviewers and editor. We have carefully compiled all the comments to rewrite and resubmit the paper. The details of the point-by-point revisions are described as follows. The authors are also grateful to the anonymous reviewers for their thoughtful comments and suggestions, which have elevated the quality of this paper. Thank you all for your valuable comments. We appreciate your efforts and contributions.

This is an interesting quantitative study, especially the part about the impact of environmental responsibility on brand image. As a qualitative research, my comments and suggestions will focus on the discussion.

I wish the authors could provide more discussion on the "green image" part of the study. How would the study address the issue of "greenwashing" narratives? Many organizations and companies use deceptive marketing strategies to create their "green images". There is a body of work that provides a critical discussion of "nature". This paper is dedicated to CSR in general.

This book: Cronon, William. 1996. Uncommon Ground: Rethinking the Human Place in Nature. New York: W.W. Norton & Co. There is a chapter by Jennifer Price, "Looking for Nature at the Mall: A Field Guide to the Nature Company."  We could not find the book.

If possible, the paper should include the questionnaire as an appendix. The discussion part should engage the survey questions as concrete examples. Right now, the discussion reads very high level. The readers don't really see how it is so, partly because they don't know the survey questions and how people responded to the questions. So, as a qualitative researcher, I would use specific questions as examples to support the discussion ideas in a more concrete and tangible way. The questionnaire is included as Appendix.

Reviewer 3 Report

Title:The Influence of Corporate Social Responsibility on the Brand Image: The Moderating Role of Consumers' Consciousness in the Jordanian Apparel Industry

The purpose of this paper is to explore the effect of corporate social responsibility (CSR)  on brand image in the apparel industry in Jordan, using the moderating variable of customer consciousness. Data are collected from 440 respondents. Present Study works on the following factors and Images

The Social Factor and Brand Image

The Environmental Factor and Brand Image

Ethics Factor and Brand Image

Economic Factors and Brand Image

Consumer Consciousness, CSR, and Brand Image

The work is of importance and significance. The acceptance of this paper can be considered after the following concerns are well addressed

1.       The section-2 “ Literature Review and Hypotheses Development” is too long it must be divided in subsections

2.       The steps of the model in Figure 1: Study Model are not clear. It must be revise.

3.       In each Hypothesis authors are taking α  ≤ 0.05. Can we take another value of α .

4.       The Severe language problems/grammatical errors  are in the manuscript. Native language editing must be done

5.       The formatting of the manuscript is not according to journal

1.       The Severe language problems/grammatical errors  are in the manuscript. Native language editing must be done

2.       The formatting of the manuscript is not according to journal

Author Response

Dear Sir/Madam,            

Authors appreciate the great efforts made by the reviewers and editor. We have carefully compiled all the comments to rewrite and resubmit the paper. The details of the point-by-point revisions are described as follows. The authors are also grateful to the anonymous reviewers for their thoughtful comments and suggestions, which have elevated the quality of this paper. Thank you all for your valuable comments. We appreciate your efforts and contributions.

Title:The Influence of Corporate Social Responsibility on the Brand Image: The Moderating Role of Consumers' Consciousness in the Jordanian Apparel Industry

The purpose of this paper is to explore the effect of corporate social responsibility (CSR)  on brand image in the apparel industry in Jordan, using the moderating variable of customer consciousness. Data are collected from 440 respondents. Present Study works on the following factors and Images

The Social Factor and Brand Image

The Environmental Factor and Brand Image

Ethics Factor and Brand Image

Economic Factors and Brand Image

Consumer Consciousness, CSR, and Brand Image

The work is of importance and significance. The acceptance of this paper can be considered after the following concerns are well addressed

1. The section-2 “ Literature Review and Hypotheses Development” is too long it must be divided in subsections. We divided them into sub-sections.
2. The steps of the model in Figure 1: Study Model are not clear. It must be revise. We changed the Figure.
3. In each Hypothesis authors are taking α ≤ 0.05. Can we take another value of α. Yes, we can analyze α≤0.1. and will get the same results.
4. The Severe language problems/grammatical errors are in the manuscript. Native language editing must be done. Reeditted.
5. The formatting of the manuscript is not according to journal. Yes, done

Comments on the Quality of English Language

1. The Severe language problems/grammatical errors are in the manuscript. Native language editing must be done. Reviewed and done.
2. The formatting of the manuscript is not according to journal. Done.

 

The common solutions to social and environmental problems should be included in every project. People do not have the right to manage environmental change.

Thank you. We modified the research title from “The Influence of Corporate Social Responsibility on the Brand Image: The Moderating Role of Consumers' Consciousness in the Jordanian Apparel Industry” into “How Consumers' Consciousness Moderates the Corporate So-cial Responsibility Effect on Apparel Industry Brand Image”

Round 2

Reviewer 2 Report

Thanks for including the survey questions as an appendix, which will greatly help the readers to contextualize the study. I understand this is quantitative research, which was carefully carried out and clearly presented. For that, I appreciate the effort. Yet, I still think the study merits further research incorporating more qualitative research methods to further interpret the survey outcomes, situating the outcome within sociocultural contexts to generate a more complex understanding of the relationships between different components and variables in the study model.