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| Tekijä: | Curras-Pérez, R. Bigné-Alcaniz, E. Alvarado-Herrera, A. |
| Otsikko: | The role of self-definitional principles in consumer identification with a socially responsible company |
| Lehti: | Journal of Business Ethics
2009 : NOV I, VOL. 89:4, p. 547-564 |
| Asiasana: | corporate responsibility social responsibility consumer behaviour purchasing brands |
| Kieli: | eng |
| Tiivistelmä: | This study analyses the influence of the perception of Corporate Social Responsibility (CSR image) on consumer-company identification (or: C-C idntn). The analysis includes an examination of the influence of CSR image on brand identity characteristics providing consumers with an instrument to satisfy their self-definitional needs, thus perceiving the brand as more attractive. Also, the direct and mediated influences, of CSR-based CC idntn. on purchase intention are analysed. There is found empirical evidence that CSR generates more CC idntn. because it improves brand prestige and distinctiveness. Brand coherence is also a powerful antecedent of brand attractiveness in the context of CSR communication. Finally, CSR-based CC idntn. can generate directly better attitude towards the brand and greater purchase intention. |
SCIMA