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| Tekijä: | Marin, L. Ruiz, S. Rubio, A. |
| Otsikko: | The role of identity salience in the effects of corporate social responsibility on consumer behavior |
| Lehti: | Journal of Business Ethics
2009 : JAN I, VOL. 84:1, p. 65-78 |
| Asiasana: | social responsibility corporate responsibility consumer behaviour relationship marketing theories models |
| Vapaa asiasana: | CSR identity attractiveness identification |
| Kieli: | eng |
| Tiivistelmä: | Corporate social responsibility (CSR) practices have been adopted by many organizations. Using a sample of real consumers and drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested. CSR initiatives are shown to be linked to stronger loyalty because the consumer develops a more positive company evaluation and because one identifies more strongly with the company. Furthermore, identity salience is shown to play a key role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification etc. |
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