Adopting the Brisoux-Larouche Model of Brand Categorization to Correlate Brand Social Responsibility in National and In-house Coffee shops
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The Department of Apparel, Education Studies, and Hospitality Management provides an interdisciplinary look into areas of aesthetics, leadership, event planning, entrepreneurship, and multi-channel retailing. It consists of four majors: Apparel, Merchandising, and Design; Event Management; Family and Consumer Education and Studies; and Hospitality Management.
History
The Department of Apparel, Education Studies, and Hospitality Management was founded in 2001 from the merging of the Department of Family and Consumer Sciences Education and Studies; the Department of Textiles and Clothing, and the Department of Hotel, Restaurant and Institutional Management.
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2001 - present
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- College of Human Sciences (parent college)
- Department of Family and Consumer Sciences Education and Studies (predecessor)
- Department of Hotel, Restaurant, and Institutional Management (predecessor)
- Department of Textiles and Clothing (predecessor)
- Trend Magazine (student organization)
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Abstract
In-house food service brands operating on college campuses struggle to build brand image with limited consumer awareness. Corporate social responsibility (CSR) activities may enhance brand image for the customers, employees and stakeholders. The purpose of this paper is to determine if a non-branded social-responsible retail food offering will be accepted (evoked) by the campus consumer. The quantitative methodology used here involves three different survey instruments designed to be interpreted using structured equation modeling (SEM) and regression analysis. This study confirms that an in-house coffee brand offering a high-quality product, deploying a brand social responsible strategy can be coveted by the college campus customer with little or no previous experience of the brand.
Comments
This manuscript is of a proceeding in Proceedings of the 16th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism 2011: pp. 1-11. Posted with permission.