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The purpose of this research is to investigate the structural relationship between Uber corporate social responsibility (CSR), brand trust, and brand loyalty. Stakeholder theory is the theoretical foundation of the study. The CSR subdimensions of eco‐friendliness, quarantine, user privacy, user safety, and driver well‐being are used. Amazon Mechanical Turk was employed for data collection. The number of observations is 405. A structural equation model was implemented to test the research hypotheses. This study demonstrated the accountability of stakeholder theory for Uber brand management by showing a significant link between quarantine, user privacy, user safety, driver well‐being, brand trust, and brand loyalty. This study contributes to the literature by validating the explanatory power of stakeholder theory in the case of Uber brand management. [ABSTRACT FROM AUTHOR]

The purpose of this research was to apply DINESERV to a food brand: Shake Shack. Six sub-dimensions (e.g., taste, healthiness, employee service, price fairness, ambience, and convenience) were adopted. This study used brand trust and brand loyalty to explain attributes. This research additionally assessed the moderating impact of healthiness on the relationship between taste and brand loyalty. For data collection, this study used Amazon Mechanical Turk. The main instrument of this research is a survey. The number of valid observations was 353. Confirmatory factor analysis and a correlation matrix were used to ensure the convergent and discriminant validity of measurement items. Structural equation modeling was employed for hypothesis testing. Plus, Hayes process macro model 1 was employed to test the moderating effect of healthiness. Results indicated that brand trust was positively associated with taste (p < 0.05), employee service (p < 0.05), and ambience (p < 0.05), while brand loyalty was positively associated with taste (p < 0.05), healthiness (p < 0.05), price fairness (p < 0.05), ambience (p < 0.05), and brand trust (p < 0.05). However, the convenience of casual restaurants appeared as a non-significant attribute to account for both brand trust and brand loyalty. The results also revealed that healthiness negatively moderates the relationship between taste and brand loyalty (p < 0.05). This study sheds light on the literature by demonstrating the accountability of DINESERV to casual dining customer behavior. Also, this research presents information for the assistance of brand management in the domain of casual dining sector. [ABSTRACT FROM AUTHOR]

This study explores the antecedents and consequences of environmental, social and governance (ESG) execution in the case of Starbucks. Eco-friendliness, quarantining, food healthiness, and ethical governance are the elements of ESG implementation. The antecedents are hygiene, food healthiness, and the use of organic ingredients. The ESG execution attributes explained in this study are brand trust and repurchase intentions. Survey participants were recruited using Amazon Mechanical Turk to collect US market data. The resulting number of observations for the data analysis was 438. Structural equation modeling was used for statistical inference. The results indicate that food healthiness is positively influenced by hygiene and perceptions of organic food use. Brand trust is positively affected by eco-friendliness, quarantining, food healthiness, and ethical governance. Moreover, quarantining and brand trust positively impact repurchase intentions. This study contributes to the literature by validating the reliability of ESG theory in the food service business domain. [ABSTRACT FROM AUTHOR]