New insights on consequences of corporate associations - an investigation of mediators and moderator in Indian context

Abstract

This research investigates the joint mediating role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favourable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context. Using an online survey of Indian consumers, the study also investigates the moderating role of gender on affective identification and personal satisfaction as influenced by perceived CSR. Consistent with previous research in corporate associations theory, findings validate the impact of affective identification while extending prior works by incorporating feelings of personal satisfaction as a joint mediator on loyalty intention. The study reveals new insights as it finds women have stronger affective identification with the company compared to men whereas feelings of personal satisfaction is not moderated by gender. Implication relate to corporate branding and positioning based on strategic CSR.