The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
Learn more about PhilPapers
Journal of Business Ethics 84 (1):65 - 78 (2009)
Based on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty.
|Keywords||corporate social responsibility identity attractiveness relationship marketing identification consumer behavior|
|Categories||categorize this paper)|
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
|Through your library|
References found in this work BETA
No references found.
Citations of this work BETA
No citations found.
Similar books and articles
Longinos Marin, Salvador Ruiz & Alicia Rubio (2009). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior. Journal of Business Ethics 84 (1):65 - 78.
Longinos Marin & Salvador Ruiz (2007). “I Need You Too!” Corporate Identity Attractiveness for Consumers and the Role of Social Responsibility. Journal of Business Ethics 71 (3):245 - 260.
Andrea J. S. Stanaland, May O. Lwin & Patrick E. Murphy (2011). Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility. Journal of Business Ethics 102 (1):47-55.
Rafael Currás-Pérez, Enrique Bigné-Alcañiz & Alejandro Alvarado-Herrera (2009). The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company. Journal of Business Ethics 89 (4):547 - 564.
Julie Pirsch, Shruti Gupta & Stacy Landreth Grau (2007). A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study. [REVIEW] Journal of Business Ethics 70 (2):125 - 140.
Yuan-Shuh Lii & Monle Lee (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. [REVIEW] Journal of Business Ethics 105 (1):69-81.
Bob Heere Matthew Walker, M. Parent Milena & Dan Drane (forthcoming). Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions. Journal of Business Ethics.
Mark D. Groza, Mya R. Pronschinske & Matthew Walker (2011). Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR. Journal of Business Ethics 102 (4):639-652.
Alan Pomering & Sara Dolnicar (2009). Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives? [REVIEW] Journal of Business Ethics 85 (Supp. 2):285 - 301.
Jaywant Singh, Maria Mar Garcia los Salmones Sanchededelz & Igancio Rodriguez Bosqudele (2008). Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-Cultural Evaluation. Journal of Business Ethics 80 (3):597 - 611.
Xinming Deng (2012). Understanding Consumer's Responses to Enterprise's Ethical Behaviors: An Investigation in China. [REVIEW] Journal of Business Ethics 107 (2):159-181.
Sungchul Choi & Alex Ng (2011). Environmental and Economic Dimensions of Sustainability and Price Effects on Consumer Responses. Journal of Business Ethics 104 (2):269-282.
Pepijn K. C. van de Pol & Frank G. A. de Bakker (2010). Direct-to-Consumer Advertising of Pharmaceuticals as a Matter of Corporate Social Responsibility? Journal of Business Ethics 94 (2):211-224.
Magdalena Öberseder, Bodo B. Schlegelmilch & Verena Gruber (2011). “Why Don't Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions. [REVIEW] Journal of Business Ethics 104 (4):449-460.
Hae-Ryong Kim, Moonkyu Lee, Hyoung-Tark Lee & Na-Min Kim (2010). Corporate Social Responsibility and Employee—Company Identification. Journal of Business Ethics 95 (4):557 - 569.
Added to index2011-05-29
Total downloads8 ( #202,418 of 1,693,252 )
Recent downloads (6 months)2 ( #121,613 of 1,693,252 )
How can I increase my downloads?