1. The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior.Longinos Marin, Salvador Ruiz & Alicia Rubio - 2009 - Journal of Business Ethics 84 (1):65-78.
    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 (...)
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    “I Need You Too!” Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility.Longinos Marin & Salvador Ruiz - 2007 - Journal of Business Ethics 71 (3):245-260.
    The extent to which people identify with an organization is dependent on the attractiveness of the organizational identity, which helps individuals satisfy one or more important self-definitional needs. However, little is known about the antecedents of company identity attractiveness (IA) in a consumer–company context. Drawing on theories of social identity and organizational identification, a model of the antecedents of IA is developed and tested. The findings provide empirical validation of the relationship between IA and corporate associations perceived by consumers. Our (...)
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