Abstract
Purpose – This paper analyses the influence of CSR associations on brand loyalty. We propose a theoretical model that includes the mediating role of brand awareness, brand attitude and customer satisfaction in the effect of CSR on loyalty, measured as a second-order reflective construct. Design/methodology/approach – We propose a theoretical model estimated via the analysis of covariance structures using EQS 6.1. Data were obtained using an online survey of 351 Spanish sportswear consumers. Findings – This study illustrates that CSR associations have a direct, positive influence on loyalty, and an indirect influence through their positive effect on brand awareness and consumer satisfaction. Brand attitude does not appear to play a significant role in the influence of CSR on loyalty. Originality/value – We study the effect of CSR associations, brand awareness, satisfaction, and brand attitude as drivers of brand loyalty, conceived as a reflective second-order construct with four dimensions: attitudinal loyalty, purchase intention, expenditure level and intention to recommend. It is important to construct relational marketing strategies that integrate CSR with consumer orientation using the three dimensions of the model validated in the study: brand awareness, satisfaction and brand attitude.
Highlights
Corporate Social Responsibility (i.e. CSR), understood as the extent to which firms assume economic, legal, ethical, social and discretionary responsibilities vis à vis their stakeholders, can be considered as a marketing tool that, when well managed and communicated, collaborates in the search for differential positioning to stimulate consumer reactions (Maignan, Ferrell & Hult, 1999; Lacey, Kennett-Hensel & Manolis, 2015)
We study the effect of CSR associations, brand awareness, satisfaction, and brand attitude as drivers of brand loyalty, conceived as a reflective second-order construct with four dimensions: attitudinal loyalty, purchase intention, expenditure level and intention to recommend
As for the role of variables mediating the influence of perception of CSR associations on consumer loyalty, the results suggest that brand CSR associations significantly influence brand awareness (b = .36; p
Summary
Corporate Social Responsibility (i.e. CSR), understood as the extent to which firms assume economic, legal, ethical, social and discretionary responsibilities vis à vis their stakeholders, can be considered as a marketing tool that, when well managed and communicated, collaborates in the search for differential positioning to stimulate consumer reactions (Maignan, Ferrell & Hult, 1999; Lacey, Kennett-Hensel & Manolis, 2015). CSR involves the proactive integration into the firm’s social, environmental or cultural actions of activities that, put into value, are capable of generating positive impacts for the firm and its stakeholders (e.g. consumers). It is, much more than a communicative reaction (a social or environmental ‘facelift’), as a response to poor brand positioning or an image crisis (Chen & Chang, 2013). Firms are increasingly aware that social and business realities invite them to design CSR actions; in adopting CSR practices, the firm reinforces doing the right thing well, and doing it better, to have a positive effect on key stakeholders, namely consumers
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