Abstract
The purpose of this study is to analyze the effect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating effect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-face questionnaire completed by 421 respondents living in a medium-sized city. The results validated the proposed model and showed that the functional and image fit between social actions and companies are key antecedents of perceived corporate ability (CA) and company credibility. It was shown that CA directly influences customer satisfaction, that credibility indirectly influences customer satisfaction through perceived corporate social responsibility, and that satisfaction directly and positively impacts customer loyalty. Moreover, the influence of functional and image fit in the model were shown to be moderated by the type of publicizing medium. Specifically, the effect of functional fit on corporate ability is greater for traditional media (TM) than for social media (SM). On the other hand, the effect of image fit on corporate ability is greater for SM than for TM. The theoretical and practical implications of these results are discussed.
Highlights
Social studies conducted over the last decades have shown that consumers are becoming more socially and environmentally aware in their purchasing decisions
An increasing number of companies have the establishment of cause-related marketing (CRM) programs among their objectives to contribute to the creation of sustainable environments
Despite the resources that companies are dedicating toward this objective, there has hitherto been limited research into the effects that CRM activities have on consumer behavior
Summary
Social studies conducted over the last decades have shown that consumers are becoming more socially and environmentally aware in their purchasing decisions. From the end of the first decade of this century, many cities have taken advantage of technological advances to achieve sustainable economic development and improve quality of life, in line with the recently coined concept of the “smart city”. In this context, companies have shown a growing interest and commitment to implementing corporate social responsibility (CSR) [3,4,5]. CSR has been defined as the management of stakeholder concerns about ethical, social, and environmental issues to generate corporate benefits [6]. Companies, as economic agents, will be more or less motivated by the impact on their profitability
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