Browsing by Author "Inácio, Nicole Costa"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- The effects of CSR associations on consumers’ perceptions towards global brandsPublication . Inácio, Nicole Costa; Crespo, Cátia Claudemira Cordeiro FernandesCorporate Social Responsibility (CSR) has been occupying a vast space in the academic and managerial domains. The widespread media are bringing to the surface issues regarding multinational corporations that can damage their image by making customers avoid their brands. Therefore, in the last decade, many global brands have decided to humanize their image by putting in practice CSR initiatives from diverse nature. In this investigation, we provide a literature review on how consumers may perceive CSR actions and how these actions may actually bring benefits to the brands. Therefore, we analyze the influence of CSR associations and Corporate Ability (CA) associations on Brand Loyalty, Consumer-Company Identification and Social Responsible Purchase Intention, comparing how these different associations may provide different results or complement themselves. The hypotheses were tested using Structural Equation Modeling (SEM) in the software PLS (Partial Least Squares). A survey with 344 respondents provided evidence that there is a positive link between Social Responsible Purchase Intention, Consumer-Company Identification and CA associations with CSR associations towards Global Brands. Based on these results we propose further research in the area and we give recommendations to companies to invest in their CSR strategies due to the intrinsic benefits to themselves and to the society.