Article2018

The influence of corporate social responsibility associations on consumers’ perceptions towards global brands

Cátia Fernandes Crespo · Nicole Costa Inácio

31 citations0/0 files storedJournal of Strategic Marketing

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility Reporting Corporate Identity and Reputation

Abstract

The key research question in this study concerns the effect of global brands corporate social responsibility (CSR) associations on corporate ability (CA) associations and consumer-company identification and their ultimate impact on brand loyalty. The study tests the hypotheses using Structural Equation Modelling (SEM) in the software PLS (Partial Least Squares) with a data-set composed of survey data from 344 consumers. One important finding is the empirical validation of the relationship between two important types of corporate associations (CSR and CA). CSR associations are a relevant precursor of CA associations and consumer-company identification, demonstrating that consumers’ perceptions regarding CSR can influence both the formation of other corporate associations and the construction of an emotional link and sense of attachment established with the brand. The findings also evidence that CSR associations lead to consumers’ brand loyalty mediated by CA associations and consumer-company identification. This research contributes to social identity theory by demonstrating that CSR is a mechanism that deepens the consumers’ strength of identification with the organization reinforcing brand loyalty through both CA associations and consumer-company identification. Another important ﬁnding of this research is the empirical validation of the impact of consumer psychological features on the construction of CA associations as result of CSR associations. Customers highly supportive of CSR are more prone to build favorable CA associations. The study finds evidence that CSR associations are essential for managing and for the differentiation of global brands.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988On the Evaluation of Structural Equation Models 1998Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.1977Estimating Nonresponse Bias in Mail Surveys 1986Psychology of intergroup relations 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1989Social Identity Theory and the Organization 2009How to Write Up and Report PLS Analyses

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