The Impact of Corporate Social Responsibility Diversity

Equity and Inclusion efforts on Brand Image

Khalafallah, Omar
Weldesylasie, Semhar

School of Business, Society & Engineering

Course: FOA403, Master Thesis in Business Administration

Supervisor: Rana Mostaghel

Date: 2023-05-30

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 Acknowledgment

We would like to thank our supervisor Rana Mostaghel, the associate professors and faculty of
Mälardalens University, as well as our friends and family that supported us during this research.

___________________________ ___________________________
Omar Khalafallah Semhar Weldesylasie
Abstract

Date: 2023-05-30

Level: Master Thesis in Business Administration, 15 HP

Institution: School of Business, Society and Engineering, Mälardalen University

Authors: Omar Khalafallah, Semhar Weldesylasie

Title: The Impact of Corporate Social Responsibility Diversity Equity and Inclusion
efforts on Brand Image.

Supervisor: Rana Mostaghel

Keywords: CSR, corporate social responsibility, diversity, equity and inclusion, trust,
commitment, brand image.

Research Questions: To what extent are Swedish companies' CSR DEI efforts impacting brand image?
What is the relationship between CSR DEI efforts and the trust of the brand?
What is the relationship between CSR DEI efforts and commitment to the brand?

Purpose: The purpose of this study is to understand to what extent Swedish multinationals
corporate social responsibility efforts related to diversity, equity and inclusion
impact brand image. Secondarily the study aims to also measure to what extent
do those diversity equity and inclusion efforts affect commitment to, and trust of
the brand.

Method: The study is based on mixed method research, with a primary focus on the
quantitative approach. Secondary data has been used as complementary
qualitative data.

Conclusion: The results of the study has shown that companies CSR DEI efforts are an
effective contributor to positive brand image. Consumers are increasingly more
aware of social issues and have shown a preference to those brands that have
corporate social responsibility measures. Furthermore, the study shows that CSR
DEI initiatives have a positive impact on consumers' trust. However, the study
found that commitment has no significant impact on brand image.
Definitions

- Commitment - an exchange partner believing that an ongoing relationship with another is

so important as to warrant maximum efforts at maintaining it; that is, the committed party
believes the relationship is worth working on to ensure that it endures indefinitely
- CSR - companies' economic, legal, ethical, and philanthropic responsibilities to society in
addition to the company's fiduciary responsibility to shareholders
- DEI - the extent to which the composition of an organization’s customer base reflects
equitable participation, especially with respect to traditionally underrepresented,
underserved, and marginalized market segments.
- CSR DEI - the social and ethical efforts made by an organization to create diverse,
equitable and inclusive participation of its customer base.
- Trust - a component that exists when one partner has confidence in the other party's
integrity and reliability.
- Brand Image - a memory network defined by one’s association of signs, symbols,
thoughts, feelings and experiences with the brand.
Table of Contents
1. Introduction 1
1.1. Background 1
1.2 Problematization 2
1.3 Purpose 4
1.4 Research Question 5
2. Literature review 6
2.1 Brand Image 6
2.2 Commitment 7
2.2 Trust 8
2.3 Corporate Social Responsibility 9
2.4 Diversity, Equity and Inclusion 11
3. Theoretical framework 15
3.1 Commitment 16
3.2 Trust 17
4. Methodology 18
4.1 Research philosophy 18
4.2. Research approach 19
4.3 Research strategy 19
4.3.1 Concurrent mixed method 20
4.4 Literature review 21
4.1 Swedish multinational companies 22
4.1.1 IKEA 22
4.1.2 H&M 23
4.1.3 Volvo 23
4.5 Data collection 23
4.5.1.Primary data collection 23
4.5.2.Secondary data collection 25
4.5.3. Pilot test 27
4.5.4 Sampling 28
4.6 Operationalization and Measurement of Variables 29
 4.7 Research Quality 31
4.7.1 Validity 31
4.7.2 Reliability 33
4.8 Ethical consideration 34
4.8 Data Analysis Method 35
4.8.1 Quantitative Data Analysis 35
4.8.2 Qualitative Data Analysis 36
4.8.3 Reliability Testing 37
5.0 Findings 39
5.1 Respondent’s Demographics 39
5.2 Correlation Analysis 41
5.3 Regression Analysis/ Hypotheses Results 42
5.4 Cross Tabulation 45
5.4.1 All variables 45
5.4.2 Multinational Brand detail 49
6.1 Discussion 51
7.1 Conclusion 53
8.1. Implications 55
8.1.1 Theoretical implication 55
8.1.2 Managerial implication 55
8.1.3 Limitations and Further research 56
References: 58
Appendix 68
1. Introduction

1.1. Background
In today’s climate, the need for a corporate social responsibility (CSR) strategy has been proven
to be important for the continued success of organizations. Increasing pressure from all
stakeholders have led to organizations implementing and taking a leading role in acknowledging
environmental, social and governance issues in the organization's supply chain (Bonini et al.,
2009). By incorporating CSR strategies, organizations are acquiring more value which is a result
of their enhanced reputation. Thus, CSR has become a strategic process for organizations to
generate a positive brand image, which ultimately can enhance and increase customer loyalty
(Kataria et al., 2021). The benefits of CSR in organizations have thus resulted in financial value
due to the increased sales as well as indirect benefits such as risk avoidance (Ghoneim, 2019).

However, in order for organizations to have a successful brand as well as retaining customers,
generating trust with their audience has been of importance (Heyward, 2020). According to
previous research, 90% of consumers surveyed stated having more trust and loyalty towards
socially responsible businesses compared to other organizations who lack those attributes (Impact
Marketing, n.d.). According to Nielsen (2014), an increasingly more important factor that
influences consumers' purchase decision, is the brand's social purpose. Therefore, displaying the
ethical values of the organization and its existing products to current and prospective consumers
is something organizations need to have in consideration. As a result, CSR has thus become a
widely important and relevant topic between organizations, stakeholders’ and researchers.

One of the most popular models describing CSR is Carroll’s Pyramid of Corporate Social
Responsibility. The pyramid is representative of a four-part framework defining CSR, which
Carroll (1991) defines an organization's social responsibility as a business effort to address all of
its obligations to society. Those obligations are economic, legal, ethical and
discretionary/philanthropic towards society- Each of these four components is considered a
responsibility of corporations to society. Carroll (1991) continues to define that within the pyramid
model, the foundation tier of responsibility is economic, meaning the company must be profitable,
next at the legal tier, a corporation must obey the laws. In the ethics tier the company has an

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obligation to be fair and just and avoid harm. Lastly, on the fourth philanthropic tier, the
corporation should become a good corporate citizen and contribute resources as well as improve
quality of life. It is within the third and fourth tier that corporations are currently being seen
working on addressing ethical challenges within society (Carroll, 1991). See figure 1. The
standards, norms and expectations for a society are constantly evolving to meet the realities of the
time. Carroll (1991) continues to explain that in many instances ethical practices promote and
precede the creation of laws that support fairness and justice for all stakeholders. Corporations
considered good corporate citizens aim to improve the quality of life for all stakeholders in society
and as such play a part in societal dialogue regarding ethical issues (Freeland, 2018). Examples of
this include Nike’s campaign supporting Black Lives Matter movement and Uber’s Delete Uber
anti-racism campaign. Studies have further proven that the companies that outperform their
competitors in environmental, social and governance areas, exhibit higher valuations and sales
than the ones that performed weaker in those areas (Freeland, 2018).

In addition, the United Nations has announced a global action in which 17 Sustainability
Development Goals have been presented (SDG, 2023). These goals were set in place to guide
nations, businesses and individuals to better society and the environment. The agenda set by the
UN SDG goals, covers 169 targets within 17 related goals that aim to deliver a safe, prosperous
and peaceful existence amongst people (UN, 2023). Of these goals, sustainability goal 10
specifically aims to reduce inequality within and among countries (SDG, 2023). The organization
found that 1 in 5 have experienced some form of discrimination prohibited under international
humanitarian laws, and that the global COVID pandemic caused the first rise in between-country
income inequality in a generation (SDG, 2023). These issues amongst others have received
international awareness and many politicians, consumers, and corporations are pushing for
diversity, equity, and inclusivity measures to help reduce inequality in all its forms. Moreover,
businesses are expected to have an essential role in these efforts. As a result, implementing socially
responsible actions in the organizational operations have thus been deemed of importance
(Freeland, 2018).

1.2 Problematization

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Modern information technology and major advancements in global communication have led to
more informed and connected consumers. According to Xu et al. (2022) social media platforms
have a big impact on the daily life of many across the globe. Mobile devices provide easy access
to websites, news sites, and social platforms. A result of which is that modern consumers are now
more aware of social issues and the effects of inequalities. The United Nations (UN) recognizes
these issues and Sustainable Development Goals (SDGs) goal 10 specifically addresses the need
to reduce inequalities within and among countries (SDG, 2023). The organization has found that
1 in 5 people globally have experienced discrimination as defined by international human rights
law (UN, 2023). As evidenced, inequality is recognized as a global issue that societies aim to
address. Many governmental organizations and public and private corporations have implemented
or increased diversity, equity and inclusion policies and efforts to help combat inequality (Bartels
et al., 2013).

Corporate social responsibility is a concept relating to the responsibility of businesses to the well-
being of communities they serve. The history of corporate social responsibility as a concept began
in the 1950s and has evolved to meet the needs of current times. Carroll (1977) explains that
corporations have a responsibility to society beyond financial and legal obligations to shareholders,
in fact corporations should contribute resources to the community and improve quality of life. CSR
efforts are becoming an increasingly more important concern for organizations worldwide which
consequently has affected the current rise of CSR actions being implemented (Jin et al., 2017).
According to Nielsen (2014) consumers are considering a brand’s social purpose to a much greater
extent than ever before when making a purchase decision. As a result of the growing importance
of these companies' corporate social responsibilities, more and more research has been produced.
Previous research by Jin et al. (2017) showed that CSR efforts did not impact a consumer's
behavior towards luxury brands. However, studies showed differences in brand attitude and
perception of credibility was found when brands lacked CSR activities. According to research by
Arendt and Brendt (2010), oftentimes firms who actively engage in CSR gain strengthened brand
images. It is important to also understand that multinationals must weigh risks of taking public
stands on controversial social issues so as not to alienate groups within society or negatively impact
brand image. A study by Turner et al. (2019) found that there is a potential for misalignment

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between controversial socially responsible behavior and stakeholder interests, and it is possible
that controversial actions and stances can impact important organizational resources.

CSR has been found to have an impact on Brand Equity (BE). In addition to being a socially
worthy cause, research has found that CSR improves financial performance by improving the
relationships of a firm with its major stakeholder groups (Lai, 2010). The study then also addresses
the concept of Brand Image. Studies have also shown that as it relates to marketing brand equity,
CSR efforts represent the power and reputation that an organization has in the marketplace. Due
to its influence on consumer perceptions and behaviors, CSR efforts will influence a firm’s
financial performance (Öberseder et al., 2013). According to previous research by Chang and Lui,
(2009), Brand Image (BI) was found to have a positive effect on brand equity, in fact according to
Mao (2010) brand image plays a significant role in brand building. Authors seek in this study to
find to what extent do CSR efforts specifically related to diversity, equity, and inclusion (CSR
DEI) affect brand image. The study aims to understand this from a Swedish multinational
corporations’ perspective. In order to have a more complete understanding the study also
researches the effect of commitment and trust on brand image. The researchers also explore to
what extent does CSR DEI affect consumers’ commitment to, and trust of three Swedish
multinational brands in this study. The researchers have not been able to find previous research
regarding these topics with a focus on Swedish Multinationals and thus found a gap in research.

1.3 Purpose

The main purpose of the study is to understand to what extent Swedish Multinationals’ CSR DEI
efforts impact their brand image. Supporting this research, the study aims to also understand to
what extent do CSR DEI efforts impact consumers' trust of the brand and commitment to the brand.
Three conceptual models were created and tested to address these queries. Each of the models is
assigned to a hypothesis designed to answer the corresponding research question. Primary data
was collected through survey, and secondary data was collected through a study of current
Sustainability Reports directly from websites of the companies that are being researched in the
study.

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1.4 Research Question
R1. To what extent are Swedish companies' CSR DEI efforts impacting brand image?
R2. What is the relationship between CSR DEI efforts and the trust of the brand?
R3. What is the relationship between CSR DEI efforts and commitment to the brand?

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2. Literature review

2.1 Brand Image

There is extensive literature on the concept of brand image. It is commonly described by

researchers as a perceptual/memory construct and it can further also be defined as a memory in the
minds and hearts of consumers, making it a memory based association that creates a specific sense
of meaning and feeling (Danes, et al., 2012). Therefore, studies find that a brand is more than just
symbolism attached to a product (Wijaya, 2013). For the purposes of this study the researchers use
Danes et al. (2012) definition of brand image, a memory network defined by one’s association of
signs, symbols, thoughts, feelings and experiences with the brand. According to Popoli (2011),
brand image is considered one of the most important immaterial resources that distinguish a
company's products from those of its competitors. Research has shown that consumers visualize a
brand’s personality and often prefer brand image in line with their own self-image (Sirgy, 1982).
This is underpinned by two theories, self-concept theory and image congruence theory.

Self-concept theory defines self-image as a person’s perceptions of their own abilities,

characteristics, limitations, appearance, and personality (Rosenburg,1979). It is also important to
note that there are differing types of self, such as actual self, ideal self, social self-etc. The same
study found that the two most influential forms of self on brand image association have been found
to be actual self and ideal self. Actual self refers to how consumers actually perceive themselves,
while ideal refers to how consumers would like to see themselves (Rosenburg, 1979).

Heath and Scott (1988) define image congruence theory as the process of consumers purchasing
products/brands that they believe are similar or complementary symbolic images similar to the
image they hold of themselves. Research has shown that self-image congruence explains and
predicts different aspects of consumer behavior (He & Mukherjee, 2007). Alhaddad (2015) posits
that a company’s brand image has an impact on consumers' trust towards them as well as loyalty.
Multiple studies have found a positive relationship between the congruence of brand image and
self-image and attitudes for products such as automobiles, cleaning products, cigarettes, food,
magazines, home furnishings, and clothing. (Graeff, 1997; Kamins et al., 1991). This study focuses

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on three Swedish brands with products within some of these aforementioned categories; Volvo in
the automobile category, H&M in clothing and Ikea in home furnishing and food supply.

2.2 Commitment

Commitment has been central in many doctrines and has thus been researched extensively. In
business context, commitment has been viewed as an essential aspect in both understanding
organizational as well as buying behavior. However, as there was a growing interest concerning
relationship marketing (RM), commitment was later researched more within the aforementioned
field. The early research regarding commitment defined the concept as a one-dimensional
construct (Morgan & Hunt, 1994). This definition refers to the intention of consumers, and their
aspirations for preserving the business relationship. According to Moorman et al. (1992)
commitment is an enduring desire to maintain a valued relationship and viewed commitment as
both attitudinal and behavioral which was determined by the degree of attachment and loyalty held
towards a specific target. By way of explanation, commitment is viewed as the intention to
continue the relationship based on its perceived value. Similarly, Morgan and Hunt (1994) viewed
commitment as one partner significantly valuing the exchange relationship with another to the
extent that they would put all efforts to maintain it, i.e., that party would prefer that the relationship
is continuous. Although the definitions of commitment may differ slightly, the central aspect of
the definition is the intention or aspiration to maintain a relationship. Furthermore, in order for a
relationship to be successful, commitment as well as trust is needed (Morgan & Hunt, 1994). In
addition, the aforementioned researchers also state shared values as the most essential reason for
developing commitment. A shared value between a brand and a consumer is thus viewed as the
most vital component for a successful and long-lasting relationship (Morgan & Hunt, 1994).

Although the previous research had a one-dimensional view on the construct, descendant research
regarding commitment adopted another outlook and presented relationship commitment as a multi-
dimensional construct. The new approach was now including the consumers' motivation
(Gundlach et al, 1995). Consequently, with the help of previous studies Meyer et al (2002)
proposed a three-component model which contained affective, calculative or continuance, and
normative commitment. The model posits that consumers preserve a business relationship for
multiple and differing reasons. For instance, a consumer might do so because they would like to,

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which is described as an effective commitment. Affective commitment relates to a psychological
or emotional commitment. Furthermore, consumers might maintain the relationship because of a
need, which is referred to as calculative or continuance commitment or because they should do so,
which is the normative commitment. The calculative commitment refers to consumers' awareness
of the switching cost and resources and valuing the aforementioned more than the relationship
(Geyskens et al, 1999). However, the perceived cost does not have to be monetary. Instead, non-
monetary costs such as effort, time or risk-taking is also taken into consideration.
However, Meyer et al. (2002) stated that although the three forms are related, they can also be
distinguished from each other. Similarly, Hess and Story (2005) posits that a consumer's
commitment may differ due to it being based on a merging of both personal and functional
connection. As a result, differing behaviors and attitudes are formed.

2.2 Trust

An equally important and essential factor in relationship marketing is trust. According to Morgan
and Hunt (1994), trust as well as commitment are two fundamental factors in order for a relational
exchange to be successful. Several studies have thus been conducted regarding trust as it is deemed
a vital factor in establishing, developing as well as maintaining a relationship. Based on these
studies, trust has been viewed as a belief or expectation about an exchange partner's trustworthiness
that results from the partner's expertise, reliability, or intentionality (Moorman et al., 1992). By
having trust in a brand, consumers are expressing their belief in the brand's ability as well as their
good will. As believed by Morgan and Hunt (1994), who defined trust as an important element
which occurs when one partner has confidence in another partner's reliability and integrity. In
accordance with the definition, consumers' trust can thus be impacted and improved by the social
actions carried out by corporation's which further also impacts their reputation. Similarly,
Moorman et al. (1992) defined trust as the willingness to rely on an exchange partner in whom one
has confidence. The importance of trust in a relational exchange is therefore substantial. In order
for commitment to occur, having trust is imperative (Morgan & Hunt, 1994). Therefore, the
commitment consumers will have towards brands are dictated or influenced by the trust.
Subsequently, the higher the trust level, the greater is the probability that the customers will
continue the relationship which is due to the lower level of risk that is perceived in the relationship

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(Shemwell et al., 1994). In addition, a consumer who trusts in a brand, is believed to be more
content with the brand. According to Chaudhuri & Holbrook (2001), trust is believed to impact a
consumer's satisfaction with a company.

2.3 Corporate Social Responsibility

Corporate Social Responsibility (CSR) is an evolving modern concept that traces back to the early
1950s. Carroll (1971) argues that Howard R Bowen’s 1953 Social Responsibilities of the
Businessman is considered by many as the first definitive book on the subject. In that book Bowen
(1953) defines CSR as the obligation of businessmen to pursue those policies, decisions, and
actions desirable to the objectives and values of society. Researchers found that early definitions
describe corporate social responsibility as corporations’ commitment to achieving economic
objectives and meeting legal standards, while modern definitions focus on social benefits and
welfare of stakeholders (Lee & Carroll, 2011). Throughout the 60’s and 70’s several studies
introduced new approaches and concepts regarding social responsibility of corporations. In 1971,
The Committee for Economic Development (CED) introduced the three concentric circles
approach to social responsibility (Committee for Economic Development, 1971). The inner circle
showcases the basic responsibilities regarding economic function - products, jobs, and economic
growth. The intermediate circle describes responsibility to exercise this economic function with a
sensitive awareness of changing social values and priorities: for example, with environmental
conservation, and human resources. The outermost circle contains emerging responsibilities that
corporations can assume so as to become more active in improving society (Committee for
Economic Development, 1971, p. 15). This approach recognizes the role of business as an active
participant in efforts to overcome major social problems in society. Dorfman et al. (2012) explains
that modern definitions describe CSR to include a companies' economic, legal, ethical, and
philanthropic responsibilities to society as well as fiduciary responsibility to shareholders.

Over the last decade, increased social awareness and globalization have caused increased focus on
CSR. Carroll (2016) argues that in recent times corporate ethics and CSR in general are becoming
increasingly significant issues. Modern, more informed consumers hold companies accountable to
not only their business contributions but often to their approach and responsiveness to the

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aforementioned changing social values and priorities. Examples of recent global movements
include MeToo, Black Lives Matter, and gender equality, to name a few. These social issues were
forefront in the public eye and called for societal changes to be implemented by individuals as well
as corporations. CSR has therefore become an imperative for corporations. CSR has also been
found to have an impact on Brand Equity (Lai, 2010). In addition to being a socially worthy cause,
research has found that CSR improves financial performance by improving the relationships of a
firm with its major stakeholder groups (Lai, 2010). A 2009 study of global brands found that up to
90 percent of Fortune 500 companies participate in CSR initiatives (Luo & Bhattacharya, 2009;
McKinsey & Company, 2009). Since large brands have more physical and online presence, they
are more recognized and have a wider audience. A study by Yang and Basile (2019) states that
consumers are often more aware and critical of large corporations' poor business practices.
Research also shows that for larger brands CSR is a source of competitive advantage (Luo &
Bhattacharya, 2009). Corporations benefit by embracing and utilizing CSR to bring forth positive
changes to society and to build their brand image.

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Figure 1. Carroll’s Pyramid of Corporate Social Responsibility

2.4 Diversity, Equity and Inclusion

An increasingly important issue in society is that of diversity, equity, and inclusion (DEI).
According to Tovar (2023), diversity refers to all aspects of human difference, social identities,
and social group differences. This includes races, ethnicity, creed, color, sex, gender identity,
sexual identity, socio-economic status, language culture, national origin, religion/spirituality, age,
and disability, amongst others. Inclusion refers to the sense of belonging members of a society

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have when they feel seen, respected, and are able to participate and achieve their potential. Equity
refers to fair and just practices and policies. Equity differs from equality as it recognizes unequal
access for underserved members in society to opportunities. Tovar (2023) further explains that
being equitable means acknowledging and addressing structural inequalities — historic and current
— that may advantage some while creating disadvantages for others. DEI is also constantly
evolving to meet changes in society and as such brands create and update policies consistently. A
study by Park et al. (2023) found that as societal norms evolve, stakeholder priorities that influence
customers become more dynamic and divergent over time. Furthermore, diversity in the context
of DEI, focuses on traditionally underrepresented, underserved, and marginalized populations
(Johnson & Chichirau, 2020). Equity equates to fairness and impartiality towards customers in
both opportunity and outcome (Arsel et al., 2022; Johnson & Chichirau, 2020), which implies the
absence of systematic disparities for diverse groups (Bern- stein et al., 2020; Demangeot et al.,
2013). Customer inclusion captures the extent to which participation rates reflect equity. For the
purpose of this study, the researchers adapted the definition of DEI as the extent to which an
organization’s customer base reflects equitable participation, especially underrepresented,
underserved, and marginalized market segments.

Previously marketing segmentation based on race, income, family size etc. was considered a
positive tool to help marketers effectively reach target customers. In time, these types of
segmentation proved problematic as they created discriminatory outcomes for certain groups.
Modern consumers have demanded more equity. (Park et al., 2023) found that rising societal
recognition of the negative effects of racial and income inequality created a demand by the public
for less discrimination in the future (Park et al., 2023). This in turn has ushered the concept of
Diversity and Inclusion Engaged Marketing or DIEM. DIEM is defined by Kipnis et al. (2021) as
the actions in education marketing research, marketing practice that set forth to consistently and
proactively promote the improvement of D&I for all participants within the marketplace.

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Article Study Type Data Theory Keywords

Content Analysis of CSR Qualitative A systematic review of corporate websites and Nexis Modified Grounded Theory Corporate social responsibility, social
Practices of 9 Major Uni was performed, resulting in a collection of 153 (MGT) equity, donate
Cannabis Companies in news articles, press releases, and Web pages. Charitable
Canada & the US and philanthropic actions were included.

The Impact of CSR on Qualitative The authors collected data from multiple secondary Random Effect Model Brand equity, Corporate social
Brand Equity sources, including Kinder, Lydenberg and Domini responsibility, stakeholders
(KLD) Research and Analytics Inc., Interbrand,
Compustat and CMR.

Institutionalizing Scientific Journal Primary data from researcher introspection, and Institutional Theory, Diversity and inclusion, Higher
Diversity-and-Inclusion- Qualitative Three knowledge co creation workshops with professionals Multimethod Approach: education and practice, institutional
Engaged Marketing studies and marketing practitioners engaged in D&I, and Interactive Introspection, work, marketing research, multicultural
(DIEM) for Multicultural systematic review of D&I agenda and DIEM actions as Relational Engagement marketplace, relational engagement,
Marketplace Well-Being reflected in universities official web-pages and Approach, Systematic Review well-being
marketing curricula Method

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Advancing Customer Scientific Journal Grounded Inquiry, Explicit written documentation and Theories-in-use Process, Customer diversity, Equity and
diversity, equity, and quantitative empirical analysis form sources Census Conceptual Framework for Inclusion, Stakeholder Theory, Racial
inclusion: Measurement, Bureau Data, SMU DataArts' Cultural Data Profile customer DEI inequality, Income inequality, Social
Stakeholder Influence, (CDP) responsibility, Nonprofit marketing.
and the role of marketing.

Figure 2. Literature review - Example of information derived from articles.

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3. Theoretical framework

In order to investigate how a company’s CSR activities in regard to DEI may affect the brand
image as well as the relationship between the brand and consumers, the researchers have
constructed a model. Furthermore, the researchers have been able to examine the chosen central
aspects in a relationship which are commitment and trust and their linkage with a company’s CSR
DEI activities. The aim of the model is to illustrate how CSR activities/ DEI efforts impact the
relationship, which in this research is defined as the consumer's trust and commitment, and
consequently the company’s brand image. The three- part model is presented below.

The Effects of Commitment, CSR DEI, and Trust on Brand Image

& the Effects of CSR DEI on Commitment and Trust

H1.

Commitment H1a.

H1b.
CSR DEI Brand Image

Trust H1c.

H2.

CSR DEI Commitment

H3.

CSR DEI Trust

Figure 3. Conceptualization Model

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Hypotheses:
H1a. Commitment positively impacts brand image.
H1b. CSR DEI efforts positively impact brand image.
H1c. Trust positively impacts brand image.

H2. CSR DEI efforts positively impact consumer commitment.

H3. CSR DEI efforts positively impact consumer trust.

3.1 Commitment
Several studies have concluded that a company’s CSR activities have an impact on a customer's
commitment. A consumer's behavior and attitude towards a brand and their product is influenced
depending on their perception of the company’s CSR, which consequently can affect their loyalty
towards a brand positively (Brown and Dacin, 1997; Maignan & Ferrell, 2004). Similarly, Lacey
& Kennett-Hensel (2010), also posit that the commitment a consumer has towards a brand can be
positively influenced if the company acts in a socially responsible manner. However, it is not only
the commitment of the consumers but also the satisfaction with the brand that can be affected by
the consumers perception of the CSR activities (Tian et al., 2011)

Morgan and Hunt (1994) posits that there are various elements that may influence commitment,
such as shared values, relational terminal cost, relationship benefits and satisfaction. Shared values
are however a vital component that precedes commitment as well as trust and has been positively
related to both. By definition, shared values are the degree that partners share common beliefs,
goals and importance of policies. Also shared values of what is appropriate or inappropriate and
what is right or wrong (Morgan & Hunt, 1994). However, if the two partners do not match, the
relationship may be affected due to shared values being nonexistent. Therefore, the continuity of
shared values is vital in order for commitment to occur. Additionally, termination cost has been
viewed as a positive justification for lasting commitment. The existing relationship is perceived as
desirable when consumers analyze the termination cost which then consequently leads to more

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commitment (Morgan & Hunt, 1994). Furthermore, organizations that provide customers with
more valued benefits will gain competitive advantage. Therefore, relationship benefits are
regarded as another important construct that leads to more commitment (Morgan & Hunt, 1994).
According to previous studies, relationship benefits assist the perceived value that customers gain
from organizations which then contributes to the improvement of their relationship. In addition,
the strengthening of their relationship may further advance to customer loyalty (Gremler et al.,
2020). Fatma et al. (2020) further states that once companies obtain loyal customers, they are less
likely to be sensitive to negative brand/organizational performance. Instead, they are more likely
to blame external sources for those service failures.

3.2 Trust
Per previous studies' conclusion, trust is an important factor in relationship marketing. In order for
a relationship to be successful, firms need to establish, develop and maintain consumers' trust
(Morgan & Hunt, 1994). To have a consumers' trust is furthermore deemed a resource, which
enables the firms to produce positive outcomes in every relationship (Pivato et al., 2008).
According to Curras-Perez et al. (2009), there is a strong relation between brand trust and
satisfying consumers' needs, which subsequently also impacts the brand attractiveness.
Furthermore, a consumer's trust in a brand can also further impact and build brand loyalty
(Chaudhuri & Holbrook, 2001). Similarly, Reichheld and Schefter (2000) posit that in order to
acquire loyalty to the brand, trust needs to be established. However, to establish trust one partner
needs to have confidence or belief in the other partner. Once trust is existing between the two
parties, a positive effect will occur (Hashim & Tan, 2015).

In regard to CSR and brand trust, previous studies have shown its existing connection. According
to Castaldo et al. (2009), firms who exhibit ethical or social values in their brand, a positive CSR
association will emerge for the consumer, which impacts their brand trust. However, the firm's
social reputation can have either a positive or negative impact on the trust which furthermore
impacts the consumers choice. Conceding that the firm has a good social reputation, a trust will be
initiated by the consumers (Castaldo et al., 2009). In addition, a company's CSR effort can have a
positive impact on a consumer's trust, even if a service failure has occurred and been recovered

17
(Choi & La, 2013). Similarly, Ming and Ismail (2011) posits that a company’s brand image may
have a positive impact on consumers' trust towards the brand.
4. Methodology

4.1 Research philosophy

The researcher's choice of methodology is established by the research philosophy. According to

Saunders et al. (2019), research philosophy is defined as “a system of beliefs and assumptions
about the development of knowledge”. Therefore, the research philosophy concentrates on the
values, principles and beliefs that governs a research paper. The research philosophy aids and
provides theories about the nature of reality in the investigated area, which is referred to as the
ontology, and in what way the knowledge of the reality is being composed and justified, which is
referred to as the epistemology (Mauthner, 2020). Although interdisciplinary research often
acknowledges and adopts ontology and epistemology, axiology is another commonly considered
philosophy. Axiology refers to the theory of value, and is concerned with reviewing the
researcher's value in the process of the conducted research (Consultores, 2021).

Understanding the orientation within the research paradigm is important, as it determines the
course of the research (Aliyu et al., 2015). In the area of business and management, there are five
philosophies which are the following: positivism, interpretivism, postmodernism, pragmatism and
critical realism. Saunders et al. (2019) states that positivism focuses on scientific methods and
measures large samples of data. Positivism is therefore often used in quantitative studies,
especially with highly structured and forethought data collection procedures, with the
understanding that truth can be found in that which can be measured. As such, positivism ensures
unambiguous and accurate knowledge (Saunders et al., 2019). The positivist approach aims to
focus on strictly empirical methods which are uninfluenced or unbiased by others and planned to
produce pure data/facts. This study intends to follow the research paradigm of positivism, as it is
deemed most appropriate for this research whose main focus is quantitative.

18
4.2. Research approach

The research approach in this study has followed a deductive approach. A deductive research
approach is a systematic and structured method in which the theory generated from previous
studies provides the foundation (Bell et al., 2022). By commencing the research with a deductive
approach, the chosen theories will further design the research process in which the theory will be
tested. According to Saunders et al. (2009), deduction includes various important characteristics
such as explaining causal relationships between concepts and variables.

As this study follows a deductive approach, the researchers have initially gathered theories from
previous scientific articles and researchers concerning CSR, CSR DEI, trust, commitment and
brand image. Based on previous theories, suitable and specific hypotheses were formulated.
Saunders et al. (2009) posits that deductive approach must include operationalization of the
concepts. Furthermore, it has to be done in a manner in which the facts are enabled to be measured.
The researchers have therefore operationalized the concepts in a table in a structured way, which
further help enhance the reliability of this study. By providing a structured methodology,
replication can be aided (Saunders et al., 2009). The formulated hypotheses have later been tested
using empirical data, in efforts to either reject or support the initial hypotheses.

4.3 Research strategy

With the purpose of investigating the effect Swedish multinational companies' CSR DEI efforts
have on consumers' trust and commitment, as well as their impact on brand image, this study has
chosen a mixed method approach. Mixed methods research is the branch in which multiple method
research combines quantitative and qualitative approaches in the same research project (Saunders
et al, 2009). Using a mixed method research was deemed most beneficial, as it allows the strength
of one research method to compensate for the other research method's weakness. Subsequently,
helping the research to receive a more adequate or extensive picture of the chosen research (Bell
et al., 2022).

19
As previously mentioned, the aim of the study was to obtain an understanding of the impact the
multinational companies CSR DEI efforts have on consumers' trust and commitment, as well how
consumers perceive the companies. According to Saunders et al. (2009), qualitative studies are
deemed appropriate for research which aims to go into greater depth and understand the
relationship between thoughts and studied phenomena. In contrast, quantitative studies investigate
the relationship between variables and are measured numerically. As a result, the qualitative
research method is more profound, providing more detailed answers compared to a quantitative
research method (Saunders et al., 2009). As the aim of the study is to provide a greater
understanding as well as enable more assured conclusion, mixed method research was deemed
most appropriate and beneficial. Bell et al. (2019) posits that it is made possible with a mixed
method research approach. Furthermore, the method was sought to be most appropriate as it allows
the researchers to generate the most possible data in which the researchers can gain a more
complete picture of the investigated topic in the short duration of the study. To solely rely on one
method in research can further contribute to limitation as it hampers the interpretation of the
relationship (Cronholm et al., 2011). Using multiple methods can therefore help improve the
understanding. Furthermore, the collected data from the mixed method can contribute to a higher
usability (Saunders et al., 2009). This study has thus used both a quantitative and qualitative
research method in order to gain a broader understanding while allowing the two methods to
complement each other's weakness. According to Saunders et al. (2009) decisions regarding
priority of methods as well as sequence must be made. For instance, deciding whether one method
is in focus for the data analysis or if both are equally important. Furthermore, researchers need to
determine in which order the methods will be applied. This includes deciding which method takes
precedents before the other, and whether data collection occurs simultaneously or not (Saunders
et al., 2009).

4.3.1 Concurrent mixed method

According to Saunders et al. (2009), a concurrent research method is a method in which

quantitative and qualitative methods are used separately within a single phase of collecting and
analyzing data. By using a concurrent research method, the researchers have been able to interpret
both findings concurrently. The researchers chose this as the mixed method approach as it provides

20
a more complete as well as abundant response to the chosen research questions (Saunders et al.,
2019). Furthermore, this research method was used due to the beneficial aspects of combining both
methods. Bryman and Bell (2017) posits that the methods complete and strengthen each other
when combined by eliminating the other one's weakness.

Data collection and analysis of finding from the quantitative data was implemented simultaneously
as the qualitative data from the reports. The need to use a concurrent mixed research method was
deemed important since the researchers considered the results from the quantitative survey needing
additional contextual information to review. However, the quantitative research method has a
central role in this study and is therefore prioritized in this study. As such, the two research
methods used in this study have different roles and are complementary to each other. However,
the quantitative method, which is this research's primary research method, provides the research
with the foundations for the chosen topic. Researchers considered the method as most relevant and
appropriate as it allows greater data collection in the minimum time period of the research process,
compared to qualitative research.

Figure 4. Concurrent Mixed Method model.

4.4 Literature review

One of the most important elements in the research is the literature review (Bryman & Bell, 2017).
The literature review aims to primarily show previous studies findings on the chosen topic and
provide the researchers the literature support needed in order to answer the intended research
questions (Bryman & Bell, 2017). Furthermore, the literature review demonstrates which theories
are relevant and of importance for the study and which methods are needed for the gathering and
analyzing of data. Gathering existing literature and critically reviewing the founding is thus an

21
important step for the researchers (Saunders et al., 2019). By presenting a good review of the
literature, the credibility of the researchers will also further enhance. The reason being that the
researchers can demonstrate their obtained knowledge in the exploratory topic (Bryman & Bell,
2017). With the help of prior research and existing literature, the researchers have thus been able
to support the relevance of their own research (Saunders et al., 2019).

In order to obtain applicable literature, the researchers used multiple databases as well as online
libraries. Relevant literature was primarily retrieved from the following databases: ABI/INFORM,
Google Scholar, JStor and ProQuest. Furthermore, the researchers used Mälardalen University
online library to retrieve appropriate literature. Bryman and Bell (2017) states that key terms are
frequently used in order to retrieve the most relevant literature and limit the literature search
regarding the intended topic. As such, multiple search terms were used during the literature search
process so the most relevant articles could be obtained. The main descriptive search terms
consisted of CSR, DEI , diversity, equity and inclusion, relationship marketing, commitment and
trust, brand image, consumer commitment, consumer trust.

4.1 Swedish multinational companies

This study focuses on three Swedish multinational corporations namely H&M, Ikea and Volvo.
These companies operate globally and serve a diverse customer base. The research aims to assess
consumer’s perception of these organizations' corporate social responsibility efforts relating to
diversity, equity, and inclusion. The study aims to understand the link between CSR DEI efforts
and Brand Image. For each of the organizations, the most current sustainability reports were
studied to assess the focus and promises shared with the public and consumer survey responses
were collected. These two approaches aims to measure companies’ CSR DEI efforts and if and
how they affect consumers’ perception of Brand Image.

4.1.1 IKEA

IKEA is a home furnishing manufacturer and retailer that was founded in 1943.The first retail
location was opened in Älmhult Sweden in 1958. The company has since expanded globally and
currently operates 460 stores in 62 markets. The organization utilizes a franchise system with 12

22
franchisees operating its locations around the world. Including its furniture products, food, and
services, Ikea reported total retail sales for 2022 at Euro 44.6 billion up from Euro 41.9 billion in
2021 (IKEA, 2023).

4.1.2 H&M

H&M Group is a multinational clothing company that was founded in 1947. The first location was
opened in Västerås Sweden. The group has 8 brands, H&M, COS, Weekday, Monki, H&M Home,
& Other Stories, Arket, and A Found. The company currently operates about 4,414 stores in 76
markets and 59 online markets globally. Across all of its brands, H&M reported net sales for 2022
at SEK 224 billion Euro, approximately Euro 19.63 billion. (H&M, 2023)

4.1.3 Volvo

Volvo Group is a Swedish transportation company headquartered in Gothenburg. The company

employs 102,000 people worldwide and has production in 18 countries. Products from the group
can be found in 190 countries. The group has 13 distinct brands under its umbrella and reported
net sales of SEK 473 billion (approximately Euro 41.60 billion) for 2022. (Volvo, 2023)

4.5 Data collection

4.5.1.Primary data collection

For the primary data collection, which is in line with the research approach, a self-administrated
questionnaire was constructed. Since the aim of the questionnaire was to provide a large amount
of international data, using an online survey was deemed to be the most convenient and simple
way to gather information from a widespread population. Furthermore, using an online survey
enables the researchers to collect a larger amount of data within the restricted period of time for
data collection. Bryman and Bell (2017) states that the use of online surveys are usually more
beneficial when resources and time are limited. Furthermore, using online surveys enables the
researchers to reach more of the targeted samples and receive responses at a faster pace (Bell et

23
al., 2022). The researchers therefore sought using online survey as more appropriate for this study.
All survey questions, except demographic questions, have been modified from secondary data
obtained from previous research and theoretical frameworks. By using previously tested questions
from researchers (Bruner II, 2012; Morgan & Hunt, 1994; Strizhakova et al.,2008; Tekı̇ n et
al.,2016; Chandon, 2003), the survey questions were able to attain more reliability. The
questionnaire was designed in English to reach a more global scale of respondents and to ensure
that all respondents understand all questions. In order to ease the analysis of data, the questions
incorporated were close-ended questions. Moreover, using close-ended questions is beneficial as
it is sought to be less-time consuming for respondents to answer and easier to compare (Saunders
et al., 2019). Allowing close-ended questions with the same scale on the questionnaire thus elicit
the quantitative data and help facilitate the analysis of it (Bryman & Bell, 2017).

The survey was designed through Google Forms and contained a total of 23 questions. The
questions are rating questions in which the respondents is asked to rate his/her response to a
statement with the help of a numerical linear scale. In this research, a 7 point Likert scale was used
in order to receive calculable responses. The use of the 7 point Likert scale was sought to be
beneficial and most appropriate. This was done in efforts to potentially decrease the liability of
measurement errors when having multiple options available. By using a 7 point Likert scale, the
respondents is allowed to measure his/her answers which leads to a more nuanced response
(Bryman & Bell, 2017). The scale ranged from 1= “strongly disagree” ; 7 = “strongly agree”, as
well as having an additional option of “don’t know”. Allowing a neutral answer in a questionnaire
is deemed critical. Bell et al. (2022) posits that by excluding neutral answer options, the likelihood
of respondents answering the survey truthfully might decrease. In an effort to gain more insight
and measure levels of awareness, researchers therefore made sure to add an “ I don't know” option.
This gave respondents an option to answer honestly if they lacked awareness regarding the brands.

Lantz (2014) posits that a survey that begins with demographic variables can be beneficiary as it
minimizes the risk for respondents dropping off. This is due to the fact that respondents may
decline continuing the survey when they are met with private questions unexpectedly (Lantz,
2014). In order to decrease that kind of risk, the researchers began the survey with 6 demographic
questions. The demographic questions demonstrate the respondents age, gender, ethnicity,
educational level, occupational status and location.

24
When constructing questions for the survey, it is highly important to follow certain criteria. For
instance, the use of language in the survey needs to be understandable for the target group.
According to Saunders et al. (2009), the use of language in a survey is crucial as it may have an
impact on the response rate. Another vital part of the questionnaire is to incorporate questions
which may cause misinterpretation. In order to minimize the risk of using business related terms
and jargon, the researchers simplified the language and removed business related jargon.
Furthermore, the researchers were aware of not using double-loaded questions which may cause
confusion for the respondents. In efforts to minimize the likelihood of the aforementioned
scenarios, a pilot test was conducted. Furthermore, to clarify the intention and purpose of the
research study, a brief introduction at the start of the survey was presented.

4.5.2.Secondary data collection

An increasingly more important part of business and managerial related research is the use of
secondary data analysis (Bell et al., 2022). Secondary data refers to both raw or published data
which has been collected and assembled previously by other researchers, commercial
organizations or institutes. Furthermore, the collected data has been collected for other purposes
than the one at hand (Saunders et al., 2009). This includes data collection in the form of market
and sustainability reports or census data, which has been used in this study.

Using secondary data along with primary data has allowed the researchers in this study to
incorporate the mixed method approach in the research design. The researchers sought secondary
data as useful in this study as it allows access to efficient qualitative data in a less time-consuming
and costly manner. Furthermore, the secondary data presented by organizations is deemed to be of
good quality in which established methods have been used to follow up the loss. Subsequently,
granting researchers sufficiently representative data (Bell et al., 2022). The use of secondary data
has thus provided the researchers a valuable foundation for the qualitative research analysis.

By examining the external secondary data provided by the different organizations, the researchers
could gain a greater understanding of their own CSR efforts in regards to diversity, equality and
inclusions. Secondary data from organizations included their sustainability reports (HM, 2022;

25
IKEA, 2022; Volvo, 2022). Furthermore, the secondary data provided information regarding
current sustainability efforts and goals (United Nations, 2023).
Table 1 contains a summary of the Swedish multinational companies CSR DEI efforts stated in
their sustainability reports (HM, 2022; IKEA, 2022; Volvo, 2022).

Table 1. Sustainability Report Data

Report
Company Year CSR DEI Goal Detail Document Link

The organization names 3 focus areas for the company. Healthy and sustainable living, https://gbl-sc9u2-prd-
Circular and climate positive, and Fair and Equal. CSR DEI is addressed in parts of the cdn.azureedge.net/-
Fair and Equal initiatives. The company describes their commitment to fairness and /media/aboutikea/newsroom/
IKEA 2022 Y equality as “Play our full part in contributing to a fair and equal society by respecting publications/documents/ikea-
human rights, creating a positive impact for people across our value chain and sustainability-report-fy22.pdf
contributing to resilient societies"

pg. 99 - Inclusion and diversity. We are committed to creating inclusive, diverse and https://hmgroup.com/investo
equitable workplaces in our operations and supply chains. Together with our brands, we rs/annual-and-sustainability-
H&M 2022 Y promote diversity and equality through products and communication, and advance report/
inclusion in our communities.

pg.100 - We launched a new global inclusion and diversity (I&D) dashboard to track key
indicators to help us identify relevant actions and set local targets to track our progress.
Local initiatives may include training completion, gender pay assessments, talent
acquisition processes, and increasing equitable representation within the workforce
across gender, age and nationality. At the end of 2022, our total workforce was 75:25
female:male and our leadership was 75:25 female:male.4 Our workforce spans across
several generations: Generation Z (1997-2015) accounts for 25.7 percent, Millennials
(1981-1996) 61.2 percent, Generation X (1965-1980) 11.4 percent, and Baby Boomers
(1946-1964) 1.7 percent. Our colleagues represent 174 nationalities, with leaders who
manage people representing 96 nationalities.

pg.164 Volvo Group considers diversity and inclusion as critical to its ability to perform
in current operations and transform into a long-term sustainable business. The Group’s https://www.volvogroup.com
work includes a wide range of aspects, such as culture, generations, competence, /content/dam/volvo-
background and gender. Recognizing that different regions and countries have individual group/markets/master/invest
Volvo 2022 Y
challenges, the ambition is to actively work with locally relevant and authentic diversity ors/reports-and-
vectors. presentations/annual-
reports/AB-Volvo-Annual-
Report-2022.pdf

pg. 164 - As part of a broader approach to diversity and inclusion, Volvo Group is also
expanding the scope of diversity. This work is more distinct at local units and sites and
the efforts are not limited to the global metrics used but acknowledges the evolving
nature of diversity and the significant impact local cultural context plays. To stay
globally aligned but locally authentic, the Group is leveraging increased support and
structure through global company frameworks and principles that are executed in the
context of local entities' culture. Internal networks for and best practice sharing across
the organization put focus on inclusion as a means to drive diversity, which is believed to
accelerate the work. The main active networks in the area of diversity and inclusion are
for women, women in engineering, LGBTQI+, diverse Abilities, multiculturalism and
young professionals.

26
 4.5.3. Pilot test

A pilot test was conducted in order to ensure that the survey was formulated in an adequate manner
and did not contain any errors. According to Bell et al. (2022), using a pilot test helps the
researchers test the survey and ensure that the questions do not cause any misinterpretations.
Furthermore, it aids the researchers in finding faults and clarifying any potential misunderstanding
that may occur for the respondents (Saunders et al., 2009). Such tests can be particularly of
importance in quantitative research due to the researchers’ absence during the time of survey
participation (Bryman & Bell, 2017). Therefore, pilot testing the questionnaire with respondents
similar to the ones in the potential sample is deemed beneficial (Saunders et al. (2009).
Furthermore, it enables the researchers to obtain certain assessments of the validity and potential
reliability of the data which will be collected (Saunders et al., 2009).

Thus, the researchers deemed using a pilot test as essential. The pilot test was sent to respondents
in close proximity but with differing backgrounds. Participators in the pilot test included
individuals such as family members, friends and students. However, the participants were part of
the desired sampling group. A total of 10 respondents were used in the pilot study. 5 of the
respondents were chosen due to their lack of previous academic knowledge in business related
topics. This was done in order to minimize potential misinterpretation that may occur for
respondents. The other 5 respondents were scholars at Mälardalen University. According to
Saunders et al. (2009) using the help of experts with the survey questions before collecting the
research data is deemed beneficiary. With the help of the conducted pilot test, the researchers were
able to detect the questions which may cause confusion for the respondents and discover questions
that aim to answer similar questions (Bell et al., 2022). Feedback was provided in terms of wording
of questions, misspelling, the use of similar questions in which researchers revised and
reformulated. Furthermore, the feedback provided from the experts enabled the researchers to
revise and improve their questions, ultimately increasing the questions validity. Face validity had
thus been adapted to ensure that the researchers were measuring what was intended to measure
(Bryman & Bell, 2017). Any potential ambiguities were thus recognized before sending the
research survey out and thus minimizing the risk of having a declined response rate (Bell et al.,
2022).

27
 4.5.4 Sampling
According to Saunders et al. (2009), sampling techniques can be divided into two different
categories which is probability or non-probability sampling. The most commonly used sampling
in regards to survey-based research is probability sampling. According to Satishprakash et al.(
2020), the main differences between the two sampling techniques is the target group chance of
selection. In comparison to probability sampling, the desired target in non-probability sampling,
does not have an equal opportunity to be included. Instead, other criteria, such as availability or
convenience determine the target group's chance of participation (Nikolopoulou, 2022).
According to Young (2015), convenience sampling involves the researchers choosing participants
due to ease of access such as accessibility or the timing of the administration of the survey.
Moreover, it can also be due to the willingness of people to partake in the research.
In order to gather data for this study the researchers used non-probability sampling techniques, in
which convenience sampling was the most distinctly used. The sample group in this research
consist of international consumers who are familiar with aforementioned MNC’s, which are H&M,
IKEA and Volvo. The researchers deemed using convenience sampling as more beneficial, due to
it being time and cost efficient (Bryman & Bell, 2017). The research process had constraints in
regards to time limitation for data collection. In order to obtain as many potential respondents as
possible, the researchers used online platforms and digital tools. Those various communication
channels include social media platforms, personalized emails, text messages and Whatsapp
messages. The aforementioned communication channels were used so easily accessible
respondents could be reached. The questionnaire was thus sent to any international individual in
close proximity. Additionally, the hyperlink to the questionnaire was posted on various social
media channels such as LinkedIn, Facebook and Instagram. Moreover, it was posted on online
communities such as various Facebook groups, international student online communities at MDU
and other universities. In efforts to motivate participation, the researchers sent personalized
messages to the respondents along with a direct link to the survey. The personalized messages
encouraged the potential survey participant to answer the survey and aid the researchers in their
study. Respondents were furthermore encouraged to promote the survey to others. By promoting
the survey, the researchers wanted to gain more respondents. Furthermore, the researchers wanted
to generate a snowball sampling by doing so (Bryman & Bell, 2017). In total, the survey was sent
to 250 people, in which some personalized reminders were sent in efforts to increase participation.

28
Additionally, the hyperlink had been posted on multiple channels. By the time of the data analysis,
138 respondents had answered which is a response rate of 55,2%. In regards to the respondents
international background, respondents consisted of individuals residing in Sweden, USA,
Germany, France, UK, Norway, Egypt and the Netherlands. Furthermore, the respondents ranged
in education, ethnic background, and age groups which gave the researchers responses from
diverse perspectives.

4.6 Operationalization and Measurement of Variables

In order for the concepts in quantitative research to be able to be measured, they need to be
operationalized in a way that allows for that. According to Bryman and Bell (2017), variables are
needed so the relationship between them can be examined, with the most fundamental difference
being the one between independent and dependent variables. Independent variable refers to the
variable which is being manipulated/ modified in efforts to examine its effects on the dependent
variable. At the same time, the dependent variable is referred to as the variable that may be affected
as a result of the manipulation on the independent variable (Saunders et al., 2019). The variables
are measured numerically and further analyzed with the help of statistical procedure with controls
to help ensure validity of data (Saunders et al., 2009).
This research aims to study three hypotheses, each of which is measured against a dependent
variable. H1 is divided into three sections with three independent variables, tested against the
dependent variable brand image. The remaining two hypotheses have one dependent and one
independent variable each. A set of questions have been assigned to each variable in order for the
concepts to be measured. Furthermore, to ensure the right standardized data collection, researchers
have aimed to express the questions clearly to minimize misinterpretation (Saunders et al., 2019).
The independent variables of this research have been established as following; brand image,
commitment and trust. Moreover, the dependent variables consist of CSR DEI, commitment and
trust.

Below the operationalization table for this study is presented, see Table 2.

Table 2. Operationalization
Conceptual connection Survey Question Reference

29
Demographics
Gender What gender do you identify with? Researchers' Own

Ethnicity What racial group do you identify with? Researchers' Own

Which of the following age groups do you

Age currently fall under ? Researchers' Own

What is the highest level of education you have

Education completed? Researchers' Own

Location In which country are you currently located? Researchers' Own

CSR DEI
I prefer to shop at socially responsible
organizations. Bruner II, G. C. (2012)

X feels morally obligated to diversity, equity,

and inclusion. Bruner II, G. C. (2012)

X genuinely cares about the well-being of

diverse members of society. Bruner II, G. C. (2012)

In my opinion X is making a difference. Bruner II, G. C. (2012)

In my opinion X is committed to diversity,

equity, and inclusion. Bruner II, G. C. (2012)
Trust
X is an honest brand. Bruner II, G. C. (2012)

X has always been good to me. Bruner II, G. C. (2012)

I will continue using X in the future. Bruner II, G. C. (2012)

I trust X. Bruner II, G. C. (2012)

Commitment I prefer to shop from my favorite companies
rather than other companies, even if it's more
expensive. Bruner II, G. C. (2012)

I buy brands that are consistent with my values. Morgan & Hunt (1994)

My choice of brand is based on the company’s Strizhakova, Coulter, and Price

values. (2008)
X treats me as an important and valuable
customer. Bruner II, G. C. (2012)

30
Brand Image
I believe that the brand image of a company
affects my decision to buy a product. Tekı̇ n, G., et al. (2016)

Use of X products can express my personality. Tekı̇ n, G., et al. (2016)

Overall, I think that X is honest. Chandon, P. (2003)

Overall, I think that X is up to date. Chandon, P. (2003)

Chandon, P. (2003)
Overall, I think that X is successful.

4.7 Research Quality

In order to measure the quality of a research, reliability and validity is often included. Ensuring
that the data and findings in the research is both valid and reliable is thus an essential part.
According to Bell et al. (2022) measuring reliability and validity is a common approach in
quantitative studies and is deemed a vital part of the research process. When researchers establish
reliable and valid data, the produced beneficial output can be of aid or be applied in eventual
research. Reliability therefore addresses the consistency and the replication of a research, in which
the degree of accuracy of data is investigated (Saunders et al., 2019). In other words, it measures
whether the research can provide the same results when duplicated if used on repeated occasions
as well as the same circumstance. Consequently, showing that it is not impacted by random or
temporary conditions (Bell et al., 2022). On the other hand, the validity of a research addresses to
which extent a concept is accurately measured. According to Saunders et al. (2009) validity
addresses the suitability of the measurement as well as accuracy of the analysis of the outcomes.
In addition to how generalized the findings are. Therefore, if the research does not study what it
has intended to do, the validity is considered low. Both factors will be discussed below.

4.7.1 Validity

In quantitative research, validity is defined as the degree in which a concept is accurately measured
(Heale & Twycross, 2015). As previously mentioned, validity refers to the extent to which a
researcher measures what it has intended to measure. However, different techniques can be

31
employed in order to determine measurement validity, such as construct validity (Saunders et al.,
2019). According to Bell et al. (2022), construct validity assess the extent to which a measure
accurately measures the underlying and intended theoretical concept. To gain construct validity,
the researchers have deducted hypotheses relevant to the intended study from previous theories
(Bell et al., 2022). The researchers’ extensive use of previous theories and studies have thus been
used in efforts to acquire great construct validity in this study.

Another aspect of validity is internal validity, which addresses the extent to which the results can
be applied to interventions of the research (Saunders et al., 2019). In other words, it measures the
degree to which research provides trustworthy evidence for a cause-and-effect relationship
between the different variables (Bhandari, 2022). Establishing internal validity is therefore vital in
order to draw accurate and reliable conclusions, which has further been established by correct
research process and methodology (Saunders et al., 2019). In efforts to obtain internal validity, the
researchers have used operationalization, in which previous studies and theories connected to the
survey questions had been used. This was done in order to ensure that the investigated questions
had a connection to the intended research topic, and therefore did not ask questions of no relevance
to this study. Furthermore, all measures used need to be suitable to ensure further validity (
Saunders et al., 2009). To further ensure high internal validity, by finding causal links between
variables, this study has used a mixed method research approach (Saunders et al, 2009).
By combining and using multiple data collection methods, the trustworthiness of the study can be
enhanced (Saunders et al., 2019). As a result, this research has included both quantitative data as
its primary data collection and qualitative data in terms of sustainability reports.

A study’s external validity assesses the extent to which the result can be generalized or applied
beyond the specific context of its own study (Saunders et al., 2019). Although the researchers
aimed to ensure generalizability so their research can be useful and applicable in other contexts,
there are constrictions in their research. For instance, due to the choice of the sampling, the
generalizability of results are limited to populations that share similar characteristics with the used
sample. Instead, had the researchers used a probability sampling, the external validity could have
been higher (Bell et al., 2022). Indeed, determining external validity is deemed challenging in

32
quantitative data which have not used probability sampling which is acknowledged by the
researchers in this study (Bell et al., 2022).

However, the researchers did employ certain steps to ensure higher validity in this study. For
instance, efforts have been made in the design of the survey. By using pilot testing, ambiguous
information could be removed. Furthermore, questions which may cause confusion or entail biases
were also revised and removed. As previously mentioned, the researchers constructed a survey
based on established previous studies. However, the researchers further went to great extent to use
simplified language in the survey, in which the questions have been thoroughly and carefully
worded. This was done in order to ensure measurements of high quality.

4.7.2 Reliability

As previously mentioned, reliability relates to the consistency and stability of a measure and
making sure there are no biases. When assessing reliability there is a distinction between internal
and external reliability (Sanders et al., 2009). Bell et al. (2022) also states that there are three
important attributes when reviewing the reliability of a measure, in which stability and internal
reliability is included. Internal consistency reliability focuses on the consistency among items
within a single measure (Heale & Twycross, 2015). In order to determine the consistency of an
instrument, the researchers used Cronbach's Alpha test. This was done in order to ensure
measurement quality for the sake of this study as well assessing the scale reliability. According to
Heale & Twycross (2015), measuring the Cronbach's Alpha, aids the researchers in determining if
the items within the measure are interrelated. Furthermore, it determines if it's measuring the same
construct. Cronbach's Alpha results between 1 and 0, in which values higher than 0.7 are
considered acceptable. If the Cronbach's alpha value is high, it is a good indicator of a greater
internal consistency (Heale & Twycross, 2015). By providing a high Cronbach's alpha, the
measurement is therefore proved to be consistent and trustworthy, which further increases the
validity of the findings in the research. Reliability testing shows the alpha results of all 4 constructs
in this study had high reliability at 0.7 or higher. See table 1.

33
The external reliability refers to whether the data collection techniques and analytical procedures
would generate the same findings if they were repeated (Saunders et al., 2019). However, there are
multiple threats to reliability and ensuring reliability in research is not an easy task. Hence why
researchers must employ methodological ways in how the research is carried out. The researchers
have thus been intentional about full transparency in order to avoid threatening the study’s
reliability. For instance, a considerable amount of literature has been read and studied by the
researchers for this study. The scientific articles and secondary data have been within the relevant
topic of the chosen area. Multiple researchers have further been investigated in order to receive a
greater understanding, but also a more nuanced understanding of the area. This was done so the
researchers could decrease the biases which is considered a threat to the reliability (Saunders et
al., 2019). Furthermore, the researchers have used previous studies with validated outcomes to
enhance the reliability and validity of its own research. By using a highly structured methodology,
replication can be facilitated which further can ensure this study's reliability (Saunders et al., 2009).

4.8 Ethical consideration

According to Bryman and Bell (2017), some of the important aspects of ethical consideration in
business related research includes informed consent and approval. Bell et al. (2022) further states
that respondents are to be provided with the right information about the intended research, and not
partake in a hidden observation. Providing the respondents with sufficient information about the
intentions of the intended study allows the respondent to make a more informed decision. In order
to ensure that respondents are well-informed, the researchers stated the purpose of the study in the
survey's introduction. Other important aspects of ethical consideration is ensuring confidentiality
and anonymity. In efforts to ensure honest response from respondents, the researchers informed
potential respondents that all answers are anonymous in the introduction. Although the survey was
sent directly to certain online groups and email-addresses, the respondents had to use the hyperlink
for the web survey. Consequently, the researchers could not identify the respondents answering as
private information was requested or needed. Furthermore, when the researchers sent the hyperlink
to individuals and promoted it on social channels, potential participants were informed that
partaking in the survey is voluntary. This was done in effort to provide voluntary participation.

34
4.8 Data Analysis Method

4.8.1 Quantitative Data Analysis

As suggested by Saunders, data are collected and analyzed to test theory in studies with a deductive
approach (Saunders et al., 2019). In this study SPSS-analysis has been chosen as its quantitative
data analysis method. According to Bell et al. (2022), a crucial part of quantitative data analysis is
planning for the research process in advance. As the quantitative data analysis is a later part of the
process, decisions regarding the procedures that will be employed need to be determined early on.
This is due to the fact that there are limitations regarding techniques that can be used for data
collection. Furthermore, decisions regarding size and variant of sampling will determine the
techniques that can be used for the study. With the help of the statistics software, SPSS,
correlations between constructs can be found which further allows the researchers to understand
relationships (Bryman & Bell, 2017).
In order to test hypotheses, researchers utilized modern software to analyze results. Raw data from
the survey results were collected from Google Forms and exported to Excel spreadsheets. Within
Excel the results were then codified so as to facilitate analysis in SPSS software. Coded data was
given a value of 1-8 for multiple choice answer questions. Demographic questions were codified
based on the answers or ranges. For example, for gender a value of 1 signified male, value of 2
signified female, value of 3 signified non-binary, and a value of 4 signified other. For age each
of the age group options was assigned a single digit numerical value. For country of residence, the
country names respondents entered were placed in alphabetical order and given a single digit
numerical value. For questions with a multiple choice scale, 1 to the 7 was given for each of the
answers on the scale and 8 was given to the “I don’t know” option. All these numerical results
were then uploaded to SPSS and the values corresponding were input so that the software would
be able to associate the answers to the coded numerical values. Once the data was correctly
uploaded to SPSS, researchers created variable constructs, conducted reliability testing, calculated
correlations and ran linear and multiple regression models to accurately measure results and
understand the data.

35
 4.8.2 Qualitative Data Analysis

The qualitative analysis method for this study was a thematic analysis. Thematic analysis is a
method in which occurring patterns can be organized, identified and located (Saunders et al.,
2019). Using this method to analyze the quantitative data allows the researchers to find a link
between the studied phenomena and recurring, relevant themes. Moreover, it allows the
researchers to receive an accurate analysis in which conclusions can be made. As the researchers
are dealing with unstructured data, the use of thematic analysis was deemed most appropriate (Bell
et al., 2022). In efforts to find the relations, a content analysis was adopted, which is a deductive
method that creates themes or categories based on the presented theoretical concepts (Terry et al.,
2017). The researchers have thus chosen to analyze keywords that were presented in the theoretical
section of this study. Keywords included CSR (corporate social responsibility), DEI ( diversity,
equity and inclusion). However, new categories were later added in order to receive richer data.
By connecting the theoretical concepts with the occurring themes, an analysis of the reports was
made possible.

36
 Corporate Social Responsibility

Diversity Equity Inclusion

Gender Equitable Respect

Age Equal Representation

Nationality Fair Multiculturalism

LGBTQI+ Fairness Generation

Abilities Background Culture

Figure 5. Thematic Analysis

4.8.3 Reliability Testing

In order to test reliability, researchers conducted an assessment of each of the variable constructs
in order to measure their level of internal consistency. Cronbach’s Alpha was the chosen method
for calculating internal consistency as it is the most frequently used (Saunders et al, 2019).
Saunders et al. (2019) defines Cronbach’s Alpha value as a statistic measuring the consistency of
responses within a grouping of questions designed to measure a particular concept. .

Researchers for this study designed the survey with four groupings, or scales, that corresponded
to each of the variables, CSR DEI, C, T, and BI. CSR DEI had a total of 13 questions or scale
items, Commitment had a total of 6, Trust had 9, and Brand image 13. Measurement results in an

37
alpha coefficient with a value between 0 and 1. Alpha coefficient may vary between 1 and 0, in
which 1 is considered to have a perfect internal reliability whilst 0 does not have any reliability (
Bell et al., 2022). Majority of researchers consider 0,8 as an acceptable value when it comes to
the internal reliability, whilst some accept even lower scores (Bell et al., 2022). However,
according to Saunders et al. (2019) values that are equal or above 0.8 and less than 0.9 are
considered good values. Values equal or above 0.7 and less than 0.8 are considered acceptable
levels of internal consistency, while those greater than 0.5 and less than 0.6 are considered poor
(Saunders et al., 2019).

For the first group of hypotheses (H1a, H1b, and H1c) CSR DEI, Commitment (C) and Trust (T)
were the independent variables, while Brand Image (BI) was the dependent variable. For
hypothesis H2, CSR DEI was the independent variable and commitment (C) was the dependent.
Lasty, for H3, CSR DEI was the independent variable, and trust (T) was the dependent variable.
CSR DEI achieved a result of 0.883, Trust 0.811, Brand Image 0.827, and commitment achieved
a score of 0.759, All variables are therefore considered acceptable, with CSR DEI, T, and BI
showing higher levels of internal consistency according Cronbach’s Alpha results. Results are
presented in Table 3.

Table 3. Reliability

Computed
Variables Cronbach's Alpha Number of Items (N) Value

CSR DEI 0.883 13 Good

Commitment 0.759 2 Good

Trust 0.811 9 Good

Brand Image 0.827 13 Good

38
5.0 Findings

5.1 Respondent’s Demographics

The study received a total of 138 responses. Demographic information was collected as part of the
survey in order to get a better understanding of the respondents. Five demographic categories were
used, gender, age group, employment status, highest level of education completed, country of
residence, and ethnic background. These criteria were specifically selected to understand the
diversity of the respondents within those categories. Table 2 below categorizes the results. 89 of
the respondents were female indicating a 64.5% share. 33.3% were males, 1 respondent was non-
binary, and 2 respondents preferred not to share their gender. 69% of respondents were 31-40 years
of age, resulting in a 50% share of total respondents. The next largest category was that of the 18-
30 year old’s where 53 respondents resulted in 38.4% share. 12 respondents (8.7%) were 41-50
and 2 respondents were in the 51-60 year old age group, and 2 others were 61 years old or more.
102 respondents reported being employed, or 73.9% of total respondents. 16.7% or 23 respondents
reported as students, 9 (6.5%) as self-employed, 3 (2.2%) as unemployed and 1 (0.7%) retired. In
regards to education, 62 respondents or 44.9% have earned a bachelor's degree. 34 respondents or
24.6% earned a master’s degree and 18 respondents or 13% completed a trade school or vocational
training program. 20 respondents (14.5%) indicated completing a high school degree as their
highest level of completed education, and 3 respondents (2.2%) earned a Ph.D. or higher. 1
respondent indicated “other” as the highest level of education completed but did not add an
explanation. In regards to country of residence, 69.6% of respondents resided in Sweden, 16.7%
in the United States, 5.8% in Norway. 3.6% in the United Kingdom, and 0.7% in each of Egypt,
France and the Netherlands. Finally, the ethnic background category indicates that 46.4% of
respondents were of Black/African American descent, 21.7% Middle eastern/ North African,
21.7% White, 5.8% Asian, 2.2% Hispanic, Latino or Spanish origin, and 2.2% indicated “other”.
Results are presented in Table 4.

Table 4. Demographics
Percentage of Total
Demographics Number of Respondents (N) Respondents

39
Gender Male 46 33.3%

Female 89 64.5%

Non-Binary 1 0.7%

Prefer not to say 2 1.4%

Age Group 18-30 53 38.4%

31-40 69 50.0%

41-50 12 8.7%

51-60 2 1.4%

61+ 2 1.4%

Employment Status
Employed 102 73.9%

Self-employed 9 6.5%

Unemployed 3 2.2%

Student 23 16.7%

Retired 1 0.7%

Highest Education Completed High school 20 14.5%

Trade school/
Vocational 18 13.0%

Bachelor's Degree 62 44.9%

Master's Degree 34 24.6%

Ph. D or higher 3 2.2%

Other 1 0.7%

Country of Residence
Egypt 1 0.7%

France 1 0.7%

Germany 3 2.2%

40
 Netherlands 1 0.7%

Norway 8 5.8%

Sweden 96 69.6%

United Kingdom 5 3.6%

United States 23 16.7%

Ethnic Background
White 30 21.7%
Hispanic, Latino or
Spanish origin 3 2.2%
Black or African
American 64 46.4%

Asian 8 5.8%
Middle Eastern or
North African 30 21.7%

Other 3 2.2%

5.2 Correlation Analysis

After constructs were created for each of the four scales, a correlation assessment was conducted
to measure the strength of the relationships between pairs of variables. Saunders et al. (2019)
explains that a correlation coefficient allows quantification of the strength of the linear relationship
between the variables. Besides measuring the strength of correlation, results also indicate direct or
inverse relationships between variables based on positive or negative results. The analysis was
conducted utilizing SPSS software in order to measure strength of relationships for all four variable
constructs. Saunders et al. (2019) further explains that the coefficients of correlation fall between
the values of -1 and 1, with the value of 0 meaning perfect independence, value of -1 meaning
perfect negative correlation and value of 1 meaning perfect positive correlation. Results of the
analysis indicated all relationships showed positive correlations with result values between .498
for BI and C (moderate positive), to .703 for BI and T (strong positive). Correlation coefficients
between CSR DEI and T, CSR DEI and C, and CSR DEI and BI respectively scored .673**,
.703**, and .678**, all signifying strong positive correlations. All correlations showed high

41
significance as p<.001 was the indicated significance score for each of the relationships between
the different variables. Results are presented in Table 5.

Table 5. Correlation
CSR DEI Commitment Trust Brand Image

Pearson Coefficient .703** .673** .678**

CSR DEI 1
Sig. (2-tailed) <.001 <.001 <.001

Pearson Coefficient .703** .531** .498**

Commitment 1
Sig. (2-tailed) <.001 <.001 <.001

Pearson Coefficient .673** .531** .696**

Trust 1
Sig. (2-tailed) <.001 <.001 <.001

Pearson Coefficient .678** .498** .696**

Brand Image 1
Sig. (2-tailed) <.001 <.001 <.001

** Correlation is significant at the 0.01

level (2-tailed).

5.3 Regression Analysis/ Hypotheses Results

According to Saunders et al. (2019), the coefficient of determination allows researchers to

determine the strength of the relationship between dependent and independent variables. A
regression analysis was conducted within SPSS to investigate the effects of commitment (C),
corporate social responsibility efforts related to diversity, equity and inclusion(CSR DEI), and trust
(T) on brand image. As such, the following hypotheses were proposed by the researchers.

H1a: Commitment positively impacts brand image.

H1b: CSR DEI efforts positively impact brand image.
H1c: Trust positively impacts brand image.

42
The dependent variable (brand image) was regressed on predicting variables of commitment, CSR
DEI, and trust. The combination of all three independent variables significantly predicts brand
image, F (3, 77) = 33.257, p < .001, which indicates that the three factors under study have a
significant impact on brand image. Moreover, the adjusted R squared = .547 depicts that the model
explains 54.7% of the variance in brand image.

Coefficients were then further assessed to measure the influence of each of the factors on the
criterion variable (Brand Image). H1a evaluates whether commitment positively impacts brand
image. The results revealed that commitment does not have a significant and positive impact on
brand image. (B = -.008, t = -.077, p = .939). Hence, H1a was not supported. H2 evaluates whether
CSR DEI positively impacts brand image. The results show that CSR DEI has a significantly
positive impact on brand image (B=.393, t=3.178, p=.002). This indicates that H1b was supported.
H1c evaluates whether trust positively impacts brand image (b=.447, T=4.291, p<.001). Therefore,
H1c was supported. The results are presented in Table 6.

Secondly, the study also seeks to investigate the effects of CSR DEI on both trust and commitment.
Therefore, the following two hypotheses were created.

H2: CSR DEI efforts positively impact consumer commitment.

H3: CSR DEI efforts positively impact consumer trust.

To study H2, a linear regression was conducted to evaluate the impact of CSR DEI on commitment.
Results show that CSR DEI significantly predicts brand image, F(84) = 82.192, p<.001, indicating
a significant impact. R value of .495 states that the model explains 49.5% of results. Coefficient
was also further assessed to confirm the influence of CSR DEI on commitment and the results
showed that there is a positive impact. (B=.393, t=3.178, p=.002). This indicates that H1b was
supported. Results presented in Table 7.

Similarly, a linear regression was conducted for H3 to measure the impact of CSR DEI on trust.
Results show that CSR DEI significantly predicts brand image, F(79) = 65.553, p<.001, which
indicates a significant impact. R value of .453 states that the model explains 45.3% of results.

43
Again, coefficients were further assessed to confirm the influence of CSR DEI on trust and the
results showed that there is a positive impact. (B=.393, t=3.178, p=.002). This indicates that H1b
was supported. Results presented in Table 8.

Hypotheses Results

Table 6. H1

Hypotheses Regression Weights B t p-value Results

C → BI -0.008 -0.077 0.939 Unsupported

H1a

CSR DEI → BI 0.393 3.178 0.002 Supported

H1b

T→ BI 0.447 4.291 <.001 Supported

H1c

0.547
Adj. R squared

33.257
F(3, 77)
Note.*p < 0.05, CSR DEI: Corporate Social Responsibility
Diversity, Equity, Inclusivity, C: Commitment, T: Trust, BI: Brand
Image

Table 7. H2
Hypotheses Regression Weights B t p-value Results

CSR DEI → C 0.687 9.066 <.001 Supported

H2

0.495
R squared

82.192
F (84)
Note.*p < 0.05, CSR DEI: Corporate Social Responsibility f(1, 84)=82.192
Diversity Equity Inclusion, C: Commitment p<.001

Table 8. H3

44
 Hypotheses Regression Weights B t p-value Results

CSR DEI → T 0.671 8.097 <.001 Supported

H3

0.453
R squared

65.553
F (79)
Note.*p < 0.05, CSR DEI: Corporate Social Responsibility f(1,79)=65.55
Diversity Equity Inclusion, T: Trust 3 p<.001

5.4 Cross Tabulation

To get a deeper understanding of the results, authors conducted cross tabulations of the data.
Saunders (2019) explains that the best method of showing interdependence between variables is
through a table, so that specific amounts can be discerned easily. This is known as cross-tabulation.
This method was used by researchers to better understand relationships between data. Specifically,
gender and age data was measured against study variables to gain a detailed view of responses.
Results are shown below in Table 9 and Table 10.

5.4.1 All variables

When asked if the respondents prefer to shop at socially responsible organizations, an indicator
for CSR, 42% of female respondents agreed or strongly agreed, 60% somewhat agreed or higher.
Male counterparts responded at 35% and 52% respectively. For the same query, cross tabulated
against age groups, results showed that the 31- 40 year old group had the highest percentage of
respondents that agreed or higher at 42% and somewhat agreed or higher at 61%. 18-30 year old’s
came in second at 36% and 51% respectively. Overall, 57% of respondents somewhat agree or
higher that they prefer to shop at socially responsible organizations.

When asked if the respondents prefer to shop at their favorite companies even if they are more
expensive than other companies, 49% of female respondents agreed or strongly agreed while 75%
somewhat agreed or higher. The male counterparts responded at 50% and 72% respectively. For
the same query, cross tabulated against age groups, results showed that the 41- 50 year old group
had the highest percentage of respondents that agreed or higher at 58% and somewhat agreed or

45
higher at 75%. 18-30 year old’s came in second at 55% and 79% respectively. Overall, 73% of
respondents somewhat agree or higher that they prefer to shop at socially responsible
organizations.

When asked if they buy brands that are consistent with their values, 28% of male respondents
agreed or strongly agreed, 57% somewhat agreed or higher. Female counterparts responded at 28%
and 55% respectively. For the same query, cross tabulated against age groups, results showed that
the 41- 50 year old group had the highest percentage of respondents that agreed or higher at 33%
and somewhat agreed or higher at 67%. 18-30 year old’s came in second at 26% and 58%
respectively. Overall, 55% of respondents somewhat agree or higher that they prefer to shop at
socially responsible organizations.

When asked if their choice of brand is based on the company’s values, 15% of male respondents
agreed or strongly agreed, 46% somewhat agreed or higher. Female counterparts responded at 17%
and 38% respectively. For the same query, cross tabulated against age groups, results showed that
the 41- 50 year old group had the highest percentage of respondents that agreed or higher at 25%
and somewhat agreed or higher at 58%. 18-30 year old’s came in second at 19% and 43%
respectively. Overall, 40% of respondents somewhat agree or higher that they prefer to shop at
socially responsible organizations.

Table 9. Cross Tabulations - All Variables

1. I prefer to shop at socially responsible organizations.

Strongly Somewhat Somewhat Strongly I don't SOMEWHAT
Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Gender Male 4 12 8 13 7 0 0 2 46 35% 52%

Female 8 29 16 28 2 1 5 0 89 42% 60%

Non
Binary 0 0 1 0 0 0 0 0 1 0% 100%

Prefer not
to say 0 1 0 1 0 0 0 0 2 50% 50%

Total 12 42 25 42 9 1 5 2 138 39% 57%

46
 Strongly Somewhat Somewhat Strongly I don't SOMEWHAT
Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Age 18-30 4 15 8 15 7 1 3 0 53 36% 51%

31-40 7 22 13 22 2 0 1 2 69 42% 61%

41-50 0 3 4 4 0 0 1 0 12 25% 58%

51-60 0 1 0 1 0 0 0 0 2 50% 50%

61+ 1 1 0 0 0 0 0 0 2 100% 100%

Total 12 42 25 42 9 1 5 2 138 39% 57%

2. I prefer to shop at my favorite companies even if they are more expensive than other companies.
Strongly Somewhat Somewhat Strongly I don't SOMEWHAT
Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Gender Male 11 12 10 5 2 5 1 0 46 50% 72%

Female 18 26 23 12 6 4 0 0 89 49% 75%

Non
Binary 0 0 0 1 0 0 0 0 1 0% 0%

Prefer not
to say 0 1 0 0 1 0 0 0 2 50% 50%

Total 29 39 33 18 9 9 1 0 138 49% 73%

Strongly Somewhat Somewhat Strongly I don't SOMEWHAT

Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Age 18-30 14 15 13 6 3 2 0 0 53 55% 79%

31-40 10 19 18 10 4 7 1 0 69 42% 68%

41-50 5 2 2 2 1 0 0 0 12 58% 75%

51-60 0 1 0 0 1 0 0 0 2 50% 50%

61+ 0 2 0 0 0 0 0 0 2 100% 100%

47
Total 29 39 33 18 9 9 1 0 138 49% 73%

3. I buy brands that are consistent with my values.

Strongly Somewhat Somewhat Strongly I don't SOMEWHAT

Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Gender Male 4 9 13 6 7 4 2 1 46 28% 57%

Female 9 16 24 22 10 5 2 1 89 28% 55%

Non
Binary 0 0 1 0 0 0 0 0 1 0% 100%

Prefer not
to say 0 0 0 1 0 0 0 1 2 0% 0%

Total 13 25 38 29 17 9 4 3 138 28% 55%

Strongly Somewhat Somewhat Strongly I don't SOMEWHAT

Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Age 18-30 5 9 17 12 5 4 1 0 53 26% 58%

31-40 5 12 17 16 9 5 3 2 69 25% 49%

41-50 2 2 4 0 3 0 0 1 12 33% 67%

51-60 1 0 0 1 0 0 0 0 2 50% 50%

61+ 0 2 0 0 0 0 0 0 2 100% 100%

Total 13 25 38 29 17 9 4 3 138 28% 55%

4. My choice of brand is based on the company’s values.

Strongly Somewhat Somewhat Strongly I don't SOMEWHAT
Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Gender Male 1 6 14 2 7 10 5 1 46 15% 46%

48
 Female 5 10 19 20 21 9 4 1 89 17% 38%

Non
Binary 0 0 0 0 0 1 0 0 1 0% 0%

Prefer not
to say 0 0 0 1 0 0 0 1 2 0% 0%

Total 6 16 33 23 28 20 9 3 138 16% 40%

Strongly Somewhat Somewhat Strongly I don't SOMEWHAT

Agree Agree agree Neutral disagree Disagree Disagree know Total AGREE + AGREE+

Age 18-30 2 8 13 9 9 7 4 1 53 19% 43%

31-40 3 4 16 10 17 12 5 2 69 10% 33%

41-50 1 2 4 2 2 1 0 0 12 25% 58%

51-60 0 1 0 1 0 0 0 0 2 50% 50%

61+ 0 1 0 1 0 0 0 0 2 50% 50%

Total 6 16 33 23 28 20 9 3 138 16% 40%

5.4.2 Multinational Brand detail

In order to gauge respondents' knowledge of the level of brands’ commitment to CSR DEI, survey
respondents were asked their opinion in question 11 “In my opinion ___ is committed to diversity,
equity, and inclusion”. A seven point scale was provided with a range varying between strongly
agree and strongly disagree. An option for “I don't know” was added as well so as to assess levels
of awareness. Results varied for each of the brands. IKEA had the highest level of responses with
40% of respondents somewhat agreeing or higher, that the organization is committed to diversity,
equity and inclusion. H&M results showed 32% of respondents chose somewhat agree or higher,
while Volvo trailed at 21%. Volvo’s results show that 23% of respondents chose “I don’t know”
indicating a lack of awareness of the brand’s efforts regarding CSR DEI as compared to the other
two brands in the study.

Table 10. Cross Tabulations - Brands’ Detail

49
 1. In my opinion IKEA is committed to diversity, equity, and inclusion.

Strongly Somewha Somewhat Disagre Strongly I don't SOMEWHAT I don’t

Agree Neutral Total AGREE +
Agree t agree disagree e Disagree know AGREE+ know

Gender 2 8 6 10 3 6 3 8 46 22% 35% 17%

Male

8 12 16 29 7 6 3 8 89 22% 40% 9%
Female

0 0 1 0 0 0 0 0 1 0% 100% 0%
Non Binary

Prefer not to 0 2 0 0 0 0 0 0 2 100% 100% 0%

say

Total 10 22 23 39 10 12 6 16 138 23% 40% 12%

2. In my opinion H&M is committed to diversity, equity, and inclusion.

Strongly Somewha Somewhat Disagre Strongly I don't SOMEWHAT I don’t

Agree Neutral Total AGREE +
Agree t agree disagree e Disagree know AGREE+ know

Gender 2 2 8 11 6 4 5 8 46 9% 26% 17%

Male

4 12 16 24 10 11 6 6 89 18% 36% 7%
Female

0 0 0 0 0 0 1 0 1 0% 0% 0%
Non Binary

Prefer not to 0 0 0 0 1 0 1 0 2 0% 0% 0%
say

Total 6 14 24 35 17 15 13 14 138 14% 32% 10%

3. In my opinion Volvo is committed to diversity, equity, and inclusion.

Strongly Somewha Somewhat Disagre Strongly I don't SOMEWHAT I don’t

Agree Agree t agree Neutral disagree e Disagree know Total AGREE + AGREE+ know

Gender Male 0 3 6 11 6 7 2 11 46 7% 20% 24%

Female 2 8 10 31 8 7 3 20 89 11% 22% 22%

Non Binary 0 0 0 0 0 0 1 0 1 0% 0% 0%

Prefer not to
say 0 0 0 1 0 0 0 1 2 0% 0% 50%

50
Total 2 11 16 43 14 14 6 32 138 9% 21% 23%

6.1 Discussion

The purpose of this study was to investigate to what extent Swedish Multinationals’ CSR DEI
efforts impact their brand image. Furthermore, this research aimed to investigate to what extent
the various companies' CSR DEI efforts impacts trust of the brand as well as commitment to the
brand. Due to scarce research regarding CSR DEI efforts, the researchers found that further studies
of this topic to be of importance. Additionally, researchers could not find similar research that had
been conducted in the Swedish context, which further motivated this study. In order to determine
whether and to what extent CSR DEI efforts may impact trust and commitment, as well as brand
image, previous literature have been reviewed and an empirical study has been conducted. With
the help of the findings from the empirical study, the researchers were able to validate some of the
hypotheses stated.

According to Castaldo et al. (2009), firms who display social or ethical values in their brand will
affect the consumers perception. By exhibiting ethical or social values, positive CSR associations
can appear for the consumer which consequently impacts their trust (Castaldo et al., 2009). As
believed by Choi and Loi (2013) a company’s CSR efforts may positively impact a consumers
trust even when there has been a failure in service. As Castaldo et al. (2009) and Choi & La (2013)
support, companies' CSR efforts have a positive impact on consumers' trust. Results in this study
show that hypothesis 3 (H3) “CSR DEI efforts positively impact consumer trust” is supported.
According to the findings, attitudes towards CSR DEI and trust have a positive correlation and
further showed a high significance. In accordance with the findings, the researchers posits that the
social actions which are carried out by the various companies do help improve and furthermore
increase consumers' trust. Chaudhuri and Holbrook (2001) stated that a consumer’s trust in the
brand can further influence and build their loyalty towards the brand. Similar to their findings,
other research has also stated the impact of trust towards brand loyalty in which consumers are
shown to be more inclined to be loyal towards the brand they trust (Reichheld & Schefter 2000).

51
Therefore, the researchers claim that companies can increase loyalty to the brand by implementing
CSR DEI efforts.

Previous research has shown that consumers tend to have a more favorable brand attitude and
buying willingness for familiar products with good brand images (Kamins et al., 1991). According
to Heath and Scott (1998) consumers are more inclined to purchase products/brands that they
believe have values similar to themselves. Morgan and Hunt (1994) posits that a consumer's trust
is affected by the standards that companies share. Thus, researchers believe that companies that
share social and ethical values can gain more trusting and loyal customers.

Furthermore, the researchers found that there is a positive relationship between trust and brand
image, in which (H1c) Trust positively impacts brand image, has been supported. Previous studies
have shown that brand image does influence brand trust in varying ways. According to Ming and
Ismail. (2011), brand image has a positive impact on brand trust. Similarly, Alhaddad (2015) posits
that there is a direct relation between brand image, in which a company’s brand image impacts
consumers' trust and loyalty. Although previous studies have shown a positive relationship
between brand image and trust, the results of this study showed the opposite. However, the
researchers believe that this is a symmetric outcome, where both concepts are interrelated. In other
words, as brand image impacts trust positively so does trust positively impact brand image.

As previously mentioned, the findings in this study indicates a connection between the buyers own
values towards CSR DEI and the brands’ own. These findings support results of hypothesis (H1b),
which indicate that CSR DEI does positively affect brand image. Although marketers have deemed
CSR activities as a strategic process in which a brand can build up their brand image and gain a
positive brand recognition, the researchers found scarce relevant literature which supported this.
Feng et al. (2016) posits that CSR activities do help facilitate brand value for multinational
companies, but the CSR activities vary in effectiveness. Therefore, the researchers argue that
multinational companies who engage in and display CSR DEI efforts will gain positive brand
recognition.

Standout results came from regression measuring commitments' influence on brand image .
According to Fatma et al. (2020) loyal customers are less likely to be sensitive to negative

52
brand/organizational performance since they are more likely to blame external sources for service
failures. Furthermore, research by Hess et al. (2005) indicates that consumer’s commitment to
brands are based on both personal and functional connections. These findings may be contributing
factors behind hypothesis (H1a.), Commitment positively impacts brand image, being
unsupported by results.

Inversely the study did find that CSR DEI does have a significant and positive relation to
commitment as evidenced by the supported hypothesis (H2). Previous studies have shown that
attitudes towards a brand can be positively influenced if the company acts in a socially responsible
manner (Lacey & Kennett-Hensel, 2010). Researchers believe that this may imply that positive
CSR DEI does positively impact commitment to the brand, but once a consumer is committed,
they may not be further motivated by CSR DEI efforts.

The qualitative data in this study show to which extent the MNC’s have implemented CSR DEI
efforts. Findings from the secondary data indicates that all three brands' had DEI initiatives and
efforts in place, albeit to varying degrees. Researchers found that in each of the companies’
sustainability reports that the organizations emphasized the importance of CSR DEI efforts.
Researchers point out though, that for all of the organizations, specifics of companies CSR DEI
plans lacked detail and did not show measurable goals outside of H&Ms male to female employee
ratios.

7.1 Conclusion

In studying the international markets and the global reach of many multinationals, the researchers
recognized the complexities these companies face in meeting the needs of diverse customers.
Many factors, from access to education, to immigration, to global warming, amongst many other
factors have shifted societal expectations of consumers. Marketing is a tool that can help personify
corporations and help shape brand image so that it matches the times, societies and people it serves.
Despite setbacks and a long road ahead to end discrimination globally, the data shows the world
is becoming fairer and more equitable in many ways. This is proven in the dynamic growth of
some developing countries around the globe, civil and human rights improvements, and
improvements in financial empowerment of traditionally marginalized groups in many parts of the
world. As Carroll (1977) states, at the highest levels of corporate social responsibility,

53
organizations should be good corporate citizens, suggesting that they should contribute resources
to the community to improve quality of life. Multiple studies have tied CSR to not only improving
social well-being, but also contributed to better financial performance for corporations. Sweden
itself is known for being an industrious and innovative nation, that is home to some of the world's
most successful and influential multinational organizations. Researchers set forth in this study to
better understand specifically how consumers perceive Swedish multinationals' approach to the
concept of CSR DEI and to what extent these efforts impact brand image.

The first research question asked “To what extent are Swedish companies' CSR DEI efforts
impacting brand image?” Results of the study indicated that 57% of respondents somewhat agree
or more that they would prefer to shop at a socially responsible business. Results for the three
multinationals in the study, when respondents were asked if the company is committed to diversity,
equity and inclusion showed that 21% at Volvo, 32% at H&M, and 40% at IKEA somewhat agreed
or more that the companies are committed to DEI. A significant portion of respondents, between
10 and 23 percent indicated that they did not know if the companies were committed to DEI. This
means that given more marketing of the CSR DEI efforts may lead to further improvements to
brand image as consumers become familiar with efforts. The second research question, What is
the relationship between CSR DEI efforts and the trust of the brand? Linear regression model
findings here indicated that there is a positive and statistically significant relationship between
positive CSR DEI and increased trust of the brand. The third and final research question, What is
the relationship between CSR DEI efforts and commitment to the brand? Studied with the same
methodology achieved similar results as well as indicating that positive CSR DEI efforts do
positively impact commitment to the brand.

The central issue that the researchers found is the limited amount of information and actionable
items in the reporting and on websites of these companies. This shows that there may be either low
priority or a cautious approach as it relates to CSR DEI efforts. This also is echoed in the lack of
knowledge indicated by a significant percentage of respondents, as stated previously. The research
defends that both the organizations and society stand to benefit from wider and more visible
application of positive CSR DEI efforts. The study’s results highlight an opportunity for Swedish

54
multinationals involved in this study, and possibly others, to improve trust, commitment, and brand
image by increasing CSR DEI.

8.1. Implications

8.1.1 Theoretical implication

This study has theoretically helped advance the understanding of factors strengthening the
relationship between brands and consumers. The researchers have first been able to contribute to
research by proposing and empirically testing relationships among the presented construct. By
identifying and investigating these variables, the researchers were able to bring better
understanding on the impact CSR DEI efforts have on brand image as well as trust.

The findings in this study allow us to conclude that the implementation of CSR DEI efforts in
companies can generate a better brand image. Furthermore, the results in our study show that
consumers are not only aware of corporate social responsibility efforts but also deem them as
important. Thus, contribution from this study includes the reaffirmation of CSR initiatives being
an important strategic process in organizational operations. Consumers are considering
companies' CSR efforts to a greater extent, in which the social aspect of companies' efforts are
equally important. Furthermore, the trust analysis in combination with our findings of the CSR
DEI efforts has shown the importance of implementing those as it has a very high impact on
consumers' trust. Lastly, the findings in this study have been able to contribute to a limited body
of research focusing on CSR DEI efforts and positive brand image.

8.1.2 Managerial implication

The researchers found results of the study indicating that CSR DEI efforts do positively affect
brand image. Researchers echo Carroll’s sentiment that socially responsible actions create a win-
win scenario for stakeholders as well as shareholders. As such leadership at organizations will
benefit from CSR strategies that include diversity, equity, and inclusion. As companies expand
their reach geographically, it is imperative that they remain representative of the societies they

55
serve. This should be implemented in two parallel paths. The first, internally through human
resources via hiring and policies, and the second externally through representative marketing, and
products and services that cater to diverse audiences. The researchers agree with Volvo when they
state that the organization considers diversity and inclusion as critical to its ability to perform in
current operations and transform into a long-term sustainable business. In fact, all three
multinationals in this research agree regarding the need for CSR DEI and are engaged on some
level. However, what the researchers found lacking was detail and accountability that can be
measured through clearly outlined actionable items. Examples of this include possibly adopting
internal diversity equity and inclusion measurements in regards to workforce, outside of existing
gender and age policies, setting up specific divisions within the organization to make sure that
products and services appropriately serve diverse customer groups. Leadership from different
ethnic backgrounds may bring new perspectives and better align corporate strategy with diverse
societies.

8.1.3 Limitations and Further research

Primarily the limitations encountered by the researchers of this study were the time frames and
resources. Researchers believe given more of both time and resources, there could have been more
respondents and deeper analysis of richer data. Although the researchers received a sufficient
number of respondents, a greater amount with a more diverse sampling group would have ensured
greater results. Furthermore, the use of probability sampling may have helped increase the
generalizability of this study. However, as previously stated, non-probability was seen as more
appropriate due to the limited time frame of this study. Additionally, the geographical area of the
respondents was too limited. Most of the respondents were from Sweden and the US, which further
limits the international aspects of this study. The response rate can further be ascribed to other
reasons. For instance, loss of respondents may have occurred due to minimal brand perception of
the mentioned multinational companies. Due to the focus of the Swedish MNC’s, respondents may
have felt that they had insufficient knowledge about them and their efforts in CSR. Furthermore,
the written language of the survey was in English, which may cause hindrance for individuals who
do not speak the language fluently and thus impact survey participation. Additionally, the length
of the survey, in which 23 questions were included, might have been a contributing factor to loss
of respondents. Another contributing factor can be ascribed to the collection of data. The

56
researchers had a shorter time frame for data collection than anticipated which subsequently
shortened the survey participation time. This was evident, as the number of respondents was
increasing while the researchers had started their data analysis.

The researchers also acknowledged the limitation in the form of the chosen multinational
companies. By expanding the study to include more Swedish multinational companies, the
researchers could better understand the relationship between national and corporate culture as it
pertains to diversity, equity and inclusion. The researchers also acknowledge that the perception
of consumers was limited to the brands presented in this study. In order to generalize the result
however, future research can explore other brands and industries. By replicating the model and
using it on either specific industries or certain categories, the generalizability of future studies can
be increased. For instance, motor vehicle industries or luxury brands. In addition, the model can
be replicated in which other CSR initiatives can be investigated.
Furthermore, the researchers acknowledge that the respondents may also have had preconceived
notions about the brands stated in this study, thus being biased in their response. In addition, the
researchers recommend future researchers to have a more qualitative focus in order to probe deeper
and thus receive a greater understanding of the phenomena and topic. By doing so, the researchers
believe research can find other concealed aspects which can be explored.
Lastly, the researchers see that there is limited literature in terms of CSR DEI initiatives, and
recommend future researchers to investigate this topic and make further contributions to the body
of literature.

57
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 Appendix
A.
Conceptual connection Survey Question Reference
Demographics
Gender What gender do you identify with? Researchers' Own

Ethnicity What racial group do you identify with? Researchers' Own

Which of the following age groups do you

Age currently fall under ? Researchers' Own

What is the highest level of education you have

Education completed? Researchers' Own

Location In which country are you currently located? Researchers' Own

CSR DEI
I prefer to shop at socially responsible
organizations. Bruner II, G. C. (2012)

X feels morally obligated to diversity, equity,

and inclusion. Bruner II, G. C. (2012)

X genuinely cares about the well-being of

diverse members of society. Bruner II, G. C. (2012)

In my opinion X is making a difference. Bruner II, G. C. (2012)

In my opinion X is committed to diversity,

equity, and inclusion. Bruner II, G. C. (2012)
Trust
X is an honest brand. Bruner II, G. C. (2012)

X has always been good to me. Bruner II, G. C. (2012)

I will continue using X in the future. Bruner II, G. C. (2012)

I trust X. Bruner II, G. C. (2012)

Commitment I prefer to shop from my favorite companies
rather than other companies, even if it's more
expensive. Bruner II, G. C. (2012)

I buy brands that are consistent with my values. Morgan & Hunt (1994)

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 My choice of brand is based on the company’s Strizhakova, Coulter, and Price
values. (2008)
X treats me as an important and valuable
customer. Bruner II, G. C. (2012)
Brand Image
I believe that the brand image of a company
affects my decision to buy a product. Tekı̇ n, G., et al. (2016)

Use of X products can express my personality. Tekı̇ n, G., et al. (2016)

Overall, I think that X is honest. Chandon, P. (2003)

Overall, I think that X is up to date. Chandon, P. (2003)

Chandon, P. (2003)
Overall, I think that X is successful.

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B.

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C.

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