Consumer-company Identification Research Articles

Consumer-company identification: a review and empirical contribution

Purpose For decades, consumer identification and motivation, either alone or jointly, have been essential constructs for behavioral researchers. The resultant output is significant in terms of both quality and quantity. However, at a deeper level, a lack of conceptual clarity in the relationship between these constructs has led to theoretical and practical irregularities, which this study aims to address. Design/methodology/approach An online questionnaire was distributed to sport consumers aged over 18 participating in an online panel, prompted 293 completed responses. Structural equations modeling was used to examine the data. Findings Findings show that identification mediates the effects of intrinsic and extrinsic motivation on sport supporters’ loyalty and explain 90% of the variance in that construct. In addition, identification mediates the adverse effects of extrinsic motivation on loyalty and strengthens loyalty when levels of satisfaction decline. Originality/value This study extends previous work by providing a theoretical perspective that clarifies the relationship between motivation and consumer identification; deepens theory by empirically observing the relationship at different levels of consumer satisfaction; and presents a parsimonious, valid and reliable method that managers can leverage to strengthen sport supporters’ loyalty.

CSR fit with CEO image: Unpacking its influence on stakeholder engagement and authenticity perception

ABSTRACT This study explores the significant role of Chief Executive Officers (CEOs) in communicating a corporation’s commitment to Social Responsibility (CSR) and their influence on consumer engagement in CSR initiatives. This study introduces a conceptual model that integrates the sense-making approach and social exchange theory within the CSR domain. The model posits a positive correlation between a CEO’s ethical leadership, their personal image congruence with CSR initiatives, and consumer engagement in CSR. Central to this study is the empirical testing of the model, which revealed that CSR authenticity and Consumer-Company Identification (CCI) significantly mediate the relationship between CEO attributes and consumer engagement. Data collected from an online survey with 988 respondents supported that CEOs who are perceived as ethically sound and whose personal image aligns with CSR initiatives tend to foster higher levels of consumer engagement through enhanced perceptions of CSR authenticity and strengthened CCI. These findings offer new insights into the dynamics of CEO influence on CSR communication and consumer engagement.

Website Localization Strategies to Promote Global E-Commerce: The Moderating Role of Individualism and Collectivism

Website localization plays an important role in guiding firms on how to customize websites across countries in which they have a local presence. However, few studies on website localization have systematically examined this topic from a theoretically grounded perspective. Drawing upon the theoretically driven consumer-company identification perspective, we propose that three website localization strategies (web similarity strategy, web distinctiveness strategy, and web prestige strategy) have positive effects on local users’ perceived website localization, which, in turn, is related to local users’ website loyalty. We further investigate the effects of these website localization strategies in a cross-cultural setting, focusing on the individualism-collectivism dimension of culture. Based on our online experiments in both the United States and China, we find that these website localization strategies have significant impacts on consumers’ perceived website localization, which is related to consumers’ website loyalty. We also find that web distinctiveness and web prestige strategies are more effective for people from collectivistic societies than for those from individualistic societies, whereas web similarity strategies do not differ across societal types. These findings highlight the importance of website localization strategies for customizing websites for global e-commerce.

Digital Marketing in the New Era: Exploring the Affordances of Chatbots in Consumer Engagement and Brand Connection

This article explores the evolving landscape of marketing and personalized communication in the digital era, with a particular focus on the affordances of chatbots as pivotal tools for businesses. As consumers increasingly turn to online platforms for information and purchasing decisions, chatbots have emerged as indispensable tools for enhancing customer engagement and delivering personalized experiences. While previous research has outlined the potential benefits and drawbacks of chatbots in marketing, a critical gap exists in understanding their context-specific impact on user perceptions and behaviors. To bridge this gap, this study adopts the affordance theory to investigate how chatbots offer unique affordances to users across various shopping scenarios. Through in-depth interviews with 10 participants spanning different fields and shopping contexts, this research delves into the intricate interplay between chatbots and users. The findings reveal that chatbots indeed provide interactive intelligence, improve user experiences through flexibility in time and place, and contribute to personalized interactions. Yet, specific technological attributes of chatbots, such as their capacity for emotional support and gender portrayals, can be both advantageous and limiting, contingent on the distinct needs of customers. This research underscores the importance of considering the nuanced context-specific interactions between chatbots and users, thus paving the way for a more comprehensive understanding of their multifaceted role in shaping consumer-company identification.

The Effects of Message Specificity on Outcomes of Corporate Social Responsibility (CSR) Communication: Testing Perceived Social Distance as a Mediator

Despite growing scholarly attention to what determines effective corporate social responsibility (CSR) communication, consumers’ limited awareness of and attention to CSR messages remain critical challenges for organizations. This study aims to examine the effects of message specificity on an organization’s intended outcomes of CSR communication and to explore the mediating role of perceived social distance in these relationships by applying construal level theory (CLT). We conducted an online experiment (n = 293), and the results revealed that message specificity had a positive impact on consumer-company identification, word-of-mouth intention, and CSR participation intention. Moreover, perceived social distance significantly mediated the relationships between message specificity and the outcomes of CSR communication. Applying CLT, this study offers theoretical implications for the psychological mechanism of how message specificity generates desired outcomes in CSR communication. In addition, we tested these mediation effects in the context of the geographic proximity (close vs. remote) of the CSR communication to participants; the practical implication is that reducing perceived social distance through message specificity is even more effective for geographically distant CSR campaigns.

How perceived corporate social responsibility affects consumer citizenship behavior? Investigating the mediating roles of perceived employee behavior and consumer company identification

PurposeThe purpose of this study is to understand the detailed mechanism through which consumer citizenship behavior gets affected by corporate social responsibility through perceived employee behavior and consumer company identification.Design/methodology/approachThe study subjects data from cross-sectional survey of 405 retail store consumers to structural equation modeling.FindingsThe results indicate that consumer company identification plays a very crucial role as it mediates the effect of corporate social responsibility and employee behavior on consumer citizenship behavior. In addition, the results also indicate that corporate social responsibility perceptions lead to positive employee behavior.Originality/valueThe study contributes to the literature on consumer citizenship behavior by identifying and filling up two major gaps in the retail outlets' context: (1) the limited empirical investigation of antecedents of consumer citizenship behavior up to third-level (i.e. antecedent of antecedent of antecedent) (2) the lack of clarity on the exact mechanism through which perceived corporate social responsibility influences consumer citizenship behavior, and the role of consumer company identification as a mediator in this relationship.

The Effect of Family Firm Image on Social Media Engagement Mediated by Brand Authenticity and Consumer-Company Identification (Case Study on Mamahke Jogja Company)

Purpose: This study aims to determine whether the image of a family company at the Mamahke Jogja company affects social media engagement with brand authentication and consumer-company identification as mediating variables. Methods: The method used in this study is the Structural Equation Model (SEM) Data analysis: Test validity, reliability test, structural model test, hypothesis testing and mediation test Result and discussions: The results show that family firm image has a positive effect on brand authenticity, brand authenticity has a positive effect on consumer-company identification, consumer-company identification has a positive effect on social media engagement Conclusion: The conclusion is that a good family firm image can indirectly increase interactions made by consumers who follow the company's Instagram.

Consumer perceived corporate social responsibility and electronic word of mouth in social media: mediating role of consumer–company identification and moderating role of user-generated content

Consumer perceived corporate social responsibility and electronic word of mouth in social media: mediating role of consumer–company identification and moderating role of user-generated content

The influence of issue attitude, value involvement and consumer-company identification on consumers’ reactions to corporate social advocacy: a moderated mediation through cognitive dissonance

PurposeEmploying cognitive dissonance theory, this study examines how consumers’ preexisting attitudes toward an issue, value involvement with the issue and consumer-company identification (CCI) influence their reactions to corporate social advocacy (CSA) through cognitive dissonance.Design/methodology/approachStudy 1 conducted a 2 (CSA position: pro vs anti) × 3 (preexisting issue attitude: pro vs neutral vs anti) online quasi-experiment. The CSA messages were created in the context of same-sex marriage(s). Study 2 tested the hypotheses using an online survey in the context of gun control.FindingsThe results indicated that a conflict between consumers’ preexisting attitudes and a corporation’s stance on a controversial issue led to cognitive dissonance, which further led to consumers’ perceptions of the corporation being biased in both studies. Study 1 and Study 2 suggested a mixed effect of cognitive dissonance on participants’ inclination to disidentify with the corporation. Preexisting CCI appeared to have a direct negative influence on cognitive dissonance; however, value involvement and preexisting CCI were not found to significantly enhance the influence of consumers’ attitudes toward CSA on cognitive dissonance.Originality/valueThe study first extended the theoretical discussion of cognitive dissonance to a trendy strategic communication context. The results help public relations practitioners to better understand the segmented public groups and the risk of taking a stance on controversial issues.

Relationship of Corporate Social Responsibility and Impulse Buying: Role of Corporate Reputation and Consumer Company Identification

This study aims to explore the influence of CSR on consumers' impulse buying behavior and examine the most dominant practices for CSR, which stimulate the consumers for impulse buying with the mediation effect of corporate reputation and consumer company identification. Because corporate social responsibility is an important source of significant transformation in society. The intention of this change is to consumers' reactions in response to CSR implications. Developed a set of hypotheses to check the affiliation of impulse buying with CSR practices. Primary data were collected and analyzed using CFA to determine the construct's interrelation and structural equation modeling to test the proposed hypothesis. The results demonstrate that CSR practices influence consumers' impulse buying behavior positively. Further, c–c relationship/identification plays a vital role in corporate reputation. As a result of CSR practices, c–c identification and corporate reputation encourage consumers toward impulse buying. Social well-being actions directly affect the impulse-buying behavior of consumers due to the perception of the socially responsible firm. The awareness of CSR practices and positive influence on consumer buying behavior motivate companies to act, which is constructive for social development, environmental well-being, and stakeholders' personal lives. These sustainable implementations replicate the determination that expands corporate social responsibility to defend the enterprise's image and economic benefits. These measures and decisions largely influence consumer buying behavior. The analysis clarifies that the CSR practices of the firm influence the consumer buying behavior and invite them for acquiring the product without any consideration of purchasing significance due to the sense of a socially responsible firm. It also provides the means and directions to invest in dynamic rehearses, which expand the image, firm performance, and advancement of the social order. Keywords: CSR, impulse buying, C-C identification, firms, corporate reputation, social well-being, environmental well-being, economic well-being.

CSR attributions and the moderating effect of perceived CSR fit on consumer trust, identification, and loyalty

Although many companies have engaged in corporate social responsibility (CSR) actions to elicit positive customer responses, the motivation behind CSR actions plays an important role in how effective they are, often leading to unexpected outcomes. While previous literature has placed a strong emphasis on value- and strategy-driven CSR actions, the changing consumer perceptions of and responses to these CSR actions remain less understood. Therefore, the current study investigates 1) how a company's CSR attribution affects consumer trust, identification, and loyalty and 2) how the perceived CSR fit moderates these relationships. The results indicate that value-driven, strategic, and stakeholder-driven attributions have positive effects on consumer trust, influencing consumer-company identification and loyalty positively. Further, we find that perceived CSR fit significantly moderates the relationship between strategic attribution and trust and between trust and loyalty. This study provides meaningful implications for both academia and industry, as it illustrates the changes in consumer views following the global pandemic relative to consumer views revealed in earlier studies.

The Effects of Corporate Philanthropy Communication Perception Variables on Brand Equity and Consumer Loyalty

Objectives: This study aims to verify how the factors contributing to consumers’ perceptions of corporate philanthropy affect brand equity and consumer loyalty mediated by consumer-company identification and trust. This study set the direction for strategies of philanthropic activities among South Korean companies based on a survey of their CSR and philanthropic activities. It validated hypothetical model among factors contributing to consumers’ perceptions of corporate philanthropy, corporate motivational factors, and performance factors such as brand equity and consumer loyalty. Methods: Data were collected through an online survey. A total 390 questionnaire responses were used in the analysis, along with the demographic characteristics of the respondents. This study used the bootstrap method to analyze the direct and indirect effects and the total effects size of the correction model. Results: The results showed that the effects of factors contributing to consumers’ perceptions of corporate philanthropy on consumer loyalty through consumer-company identification, consumer trust and brand equity were statistically significant. Consumer perception of transparency had a significant indirect effect on consumer trust mediated by consumer-company identification. Conclusions: The factors contributing to consumers’ perceptions regarding corporate philanthropy such as consumer perception of transparency, authenticity and value congruence of corporate philanthropy had a statistically positive effects on consumer-company identification.

CSR communication and media channel choice in the hospitality and tourism industry

Despite extensive research on corporate engagement in corporate social responsibility (CSR), studies on CSR communication in the hospitality and tourism industry are scarce. Deepening this line of research is necessary to understand properly the real effects of CSR communication on consumers' attitudinal and behavioral responses to companies. In this paper, we test a causal model of CSR communication for this industry based on the hierarchy-of-effects framework. Based on attribution theory, we also explore whether media channel choice affects consumers' perceptions, attitudes, and behavioral intentions in the model. Performing an ANOVA test and multisampling structural equation modeling (SEM), we test our model of CSR communication with two samples that receive the same CSR information about a restaurant chain through a controlled media channel (i.e., corporate website) and a media channel that is uncontrolled by the company (i.e., online newspaper). We collected data from 226 and 240 participants, respectively. The findings suggest that the conceptual model is consistent across the two samples, although the media channel choice significantly affects the strength of several relationships in the model. While consumer–company identification is a stronger mediator in consumers' responses to the CSR message when read in the newspaper, trust is more important for consumers when they evaluate the corporate website. Nevertheless, both media channels report good business returns to the company in terms of consumers' purchase and advocacy intentions. These findings have relevant implications for hospitality and tourism companies, promoting the incorporation of both controlled and uncontrolled media channels into integrated marketing communication strategies.

Linking Corporate Social Responsibility, Consumer Identification and Purchasing Intention

Apart from the broad oversight of a company’s supply chain practices, more businesses are recognizing the importance of corporate social responsibility (CSR) and its influence on societal well-being. In addition to their financial success, ratings are being developed to analyze how well most corporations perform regarding their CSR operations. This grade can then be used to determine the market success of each firm. This study’s objective was to examine the mechanisms of how customers intend to pay premium prices for companies’ CSR activities, i.e., how CSR affects consumer–company identification and purchasing intention. We employed a questionnaire-based study to evaluate our research model generated from the literature. Using PLS-SEM, a quantitative analysis based on responses from major businesses in Pakistan was conducted. The results indicate that CSR is significantly correlated with brand image, consumer–company identification and identity attractiveness, and further leads to higher consumer satisfaction and purchasing intention. This paper contributes to the literature by confirming that consumers in Pakistan intend to buy CSR-conscious products and are willing to sponsor companies’ CSR activities. It implies that investing in CSR may improve a company’s financial performance and competitive advantage. On the other hand, the stability of this association calls for additional testing and empirical investigation.

The Influence of Online Social Value Co-creation Activity on Consumer Purchase Intention: An Experimental Study.

In recent years, an increasing number of online social value co-creation activities are conducted by companies in their marketing campaigns. A question is that whether these activities that take social responsibilities could help enterprises improve marketing performance. Drawing from social interaction theory, this study explores the causal effect of online social value co-creation on consumer purchase intention through three experiments. The results show that social value co-creation can stimulate consumer purchase intention. Moreover, consumer-company identification plays a mediating role in linking social value co-creation to purchase intention. In addition, compared to low social norms, high social norms are more likely to weaken the influence of social value co-creation on consumers' buying intention. The study provides both theoretical and practical implications to research area. Limitation and future research directions are also discussed.

Triadic Public-Company-Issue Relationships and Publics’ Reactions to Corporate Social Advocacy (CSA): An Application of Balance Theory

ABSTRACT Drawing from balance theory, this study examines how publics respond to CSA in terms of their identification with the company and attitude toward the company depending on their balanced state and preexisting company attitude valence. Using real companies, two online experiments were employed by replicating different social issues: abortion and gun legislation. The results showed a greater degree of consumer-company identification and company attitude changes, respectively, when people experience an imbalanced state than a balanced state. The study also showed that control mutuality perception weakened such interactions, suggesting the role of equated bilateral relationships in how publics restore the balanced state. Theoretical and practical implications were discussed.

Corporate social responsibility and customer-citizenship behaviors: the role of customer–company identification

PurposeThis study aims to analyse a proposed model depicting the direct and indirect relationship between consumer perceptions of corporate social responsibility (CSR) and customer citizenship behaviour (CCB) in the banking industry.Design/methodology/approachIn this study, data was collected from banking consumers in India. The final sample included 505 responses. The hypotheses were tested using structural equation modelling.FindingsThe findings suggest that consumer perceptions of CSR are positively related to consumer identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB.Originality/valueThis study contributes empirically and theoretically to expand the limited knowledge about the cognitive link between CSR and consumer behaviour. This study provides new insights about the proposed relationships related to the effects of consumer perception of CSR on CCB.

How Do Corporate Social Responsibility Engagements Drive Consumer–Company Identification in Singapore?

Companies expend significant financial resources on corporate social responsibility (CSR) activities to enhance their image. This study had two objectives. By drawing on three fundamental consumer values as moderators, the first aim was to discover how a company’s CSR engagement influences consumer–company identification (CCI) and consumers’ purchase intention for its products and services. The second was to uncover the type of consumer likely to identify with a company engaging in CSR activities. This study presents an exploratory analysis of social media postings by eight companies. An empirical study is conducted using partial least squares structural equation modelling (PLS-SEM) based on survey data from 217 questionnaires collected in Singapore. This study is one of the first to consider what type of consumer would likely identify with a company performing CSR activities. Results show that local-community-focused CSR tends to influence the CCI of egoistic consumers, while environment-focused CSR activities, such as the creation of environmentally-friendly products, drive biospheric consumers’ identification. Broader humanity-focused CSR, such as fair-trade initiatives, significantly influences the CCI of egoistic consumers, but not of altruistic consumers. These findings demonstrate to other economies the significance of local and global companies’ CSR practices and how such activities should be aligned to the CCI of their customer base unique to the region.

Philippine Television Network Companies’ Corporate Social Responsibility Engagements and Electronic Word-of-Mouth: The Intervening Role of Consumer-Company Identification

ABSTRACT This study aims to identify the interrelationships among the three variables – corporate social responsibility (CSR) engagement, consumer-company identification (C-C identification), and electronic word-of-mouth (eWOM) in the Philippine television network industry. This study also investigates whether C-C identification can act as a mediator between CSR and eWOM. The participants were viewers and supporters of two leading television networks (ABS-CBN and GMA) in the Philippines (sample size = 433). Quantitative research and a causal predictive approach were utilized in this study. The survey-based data were analyzed through partial least squares-structural equation modeling (PLS-SEM) to estimate the parameters of the structural model. The results showed that CSR engagement has a significant and positive effect on consumer company identification (C-C identification). A significant relationship between CSR engagement and positive eWOM is also supported. Moreover, C-C identification also positively influences eWOM. The mediation analysis also revealed that C-C identification mediates the relationship between CSR engagement and eWOM.

Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective

This study explores the effects of relational benefits on consumers' extra-role (civic virtue) and in-role (consumer loyalty) behaviors from social identity and social exchange perspectives, in addition to the mediating role of consumer–company identification (CCI) and perceived value. Structural equation modeling was used to analyze the data obtained from a cross-sectional survey of 254 consumers. The findings reveal that relational benefits promote consumers’ extra-role and in-role behaviors. Specifically, confidence and social benefits, directly and indirectly, affect civic virtue and consumer loyalty. Supporting our integrative framework, the results demonstrate that CCI mediates the effect of confidence and social benefits on civic virtue and consumer loyalty, whereas perceived value only mediates the relationship between confidence and social benefits and consumer loyalty. This study presents important implications for academicians and practitioners.