Social Responsibility as a Point of Difference on Brand Positioning: A Study on Chain Restaurants

Abstract

Tourism enterprises using environmental resources are expected to ignore social and environmental problems. In the research, it has been measured how the consumers place themselves in the memory by turning the social responsibility activities of chain restaurant brands in Turkey into a marketing strategy. The main purpose of the research is to contribute to the knowledge of the relevant area by examining the effect of social responsibility in the positioning of chain restaurant brands operating in Turkey. In addition, this study is important in terms of increasing the awareness of social responsibilities in business, giving social responsibility campaigns more room by putting the effects of social responsibility in brand positioning.

It is aimed to provide social and sectoral benefits in this direction. In the literature, it is seen that branding of chain restaurants and academic work in the direction of the brand positioning of chain restaurants are very few. In this study; it is thought that it will also be a source for branding, brand awareness and brand image on chain restaurants. The present study was carried out in the entire country of Turkey. An examination of the effects of social responsibility on brand positioning at different destinations will contribute to the literature.

In this research, consumers in Turkey having consciousness of social responsibility and selecting chain restaurants brands which organize social responsibility activities and how they imagine those brands in their minds. We also find that consumers are attracted to those chain restaurant brands which are very sensitive towards social and environmental activities; Social responsibility has a positive influence on brand perception and brand loyalty in consumers mind and positive effect in brand positioning to a great extent.

The study has been taken by the quantitative method of research by conducting an online questionnaire survey. The questionnaires were completed by consumers. The outcomes of quantitative study procedure methodology taken were applied to Statistical Package for Social Sciences (SPSS) to establish the outcomes of the research. The results of the research presented that social responsibility has a positive impact on the brand positioning of chain restaurants brands in Turkey.