Detail The Effects of Consumer Perceptions of CSR Activities on Loyality   Oleh:  Obrist, Alexandra ; Fleck, Matthes Jenis: Article from Proceeding Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-6. Fulltext: The Effects of Consumer Perceptions of CSR Activities on Loyality.pdf (273.27KB) Isi artikel Companies are challenged by their customers’ expectations that they should not only make products and provide services but also act as responsible members of society. Recently, these activities have been described by the term corporate social responsibility (CSR ) and widely investigated in academia. Many marketing executives now must ask: What are the effects of consumer perceptions of CSR activities on consumer loyalty? loyalty among the clients of an outdoor apparel manufacturer. In essence, the model explains that consumer perceptions of CSR activities are influenced by both the perceived fit between their lifestyles and company CSR activities and the perceived fit between their values and company CSR activities. We suggest that consumer perceptions of CSR influence consumer loyalty both directly and, by influencing consumer-company identification, indirectly (see Figure 1). Fit is broadly understood as the amount of congruence customers perceive between their personal traits and a company’s character (Sen and Bhattacharya, 2001). Lifestyle is defined as the way in which people conduct their lives and is composed of people’s activities, interests and beliefs (Peter and Olson, 1994). De Young (1985) has suggested that a rationally oriented lifestyle has a positive effect on conservation behavior. We thus hypothesize the following: H1. The perceived fit between consumers’ lifestyles and company CSR activities has a positive effect on consumer perceptions of CSR activities. According to Schwartz (1992), values can be described as “desirable trans-situational goals, varying in importance, that serve as guiding principles in people’s lives.” Values are a motivational construct (Schwartz, online). The findings of Basil and Weber (2006) show that individual values are determinants for perceptions of CSR . Moreover, values provide the basis from which to evaluate the appropriateness of CSR activities (Siltaoja, 2006). Thus, we hypothesize the following: H2. The perceived fit between consumers’ values and company CSR activities has a positive effect on consumer perceptions of CSR activities. Consumer-organization identification is broadly defined as “the primary psychological substrate for the kind of deep, committed, and meaningful relationships that marketers are increasingly seeking to build with their customers” (Bhattacharya and Sen, 2003). When people see similarities between their own norms and values and those of a company, that perceived commonality with the organization improves their self-esteem (Scott and Lane, 2000). We thus hypothesize the following: H3. Consumer perceptions of CSR activities have a positive effect on consumer-company identification. Loyalty is the “deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior” (Oliver, 1999, p. 34). Maignan et al. (1999) have found that a customer’s esteem of company’s CSR activities finds its expression in loyal behavior toward the company. We hypothesize the following: H4. Consumers’ perceptions of a company’s CSR activities have a positive effect on their loyalty to the company. Consumers’ identification with a company can lead to loyalty (Bhattacharya and Sen, 2003) results in loyal behavior and positive word of mouth. The combination of an increase in consumer-company identification and consumer loyalty leads us to expect the following effect: H5. Consumer-company identification has a positive effect on consumer loyalty to a company. The hypotheses are summarized in Figure 1. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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