The influence of corporate social responsibility associations on consumers’ perceptions towards global brands

Crespo, Cátia Fernandes; Inacio, Nicole

Publication

The influence of corporate social responsibility associations on consumers’ perceptions towards global brands

2018-05Journal article

dc.contributor.author	Crespo, Cátia Fernandes
dc.contributor.author	Inacio, Nicole
dc.date.accessioned	2023-12-06T17:52:14Z
dc.date.available	2023-12-06T17:52:14Z
dc.date.issued	2018-05
dc.description.abstract	The key research question in this study concerns the effect of global brands corporate social responsibility (CSR) associations on corporate ability (CA) associations and consumer-company identification and their ultimate impact on brand loyalty. The study tests the hypotheses using Structural Equation Modelling (SEM) in the software PLS (Partial Least Squares) with a data-set composed of survey data from 344 consumers. One important finding is the empirical validation of the relationship between two important types of corporate associations (CSR and CA). CSR associations are a relevant precursor of CA associations and consumer-company identification, demonstrating that consumers’ perceptions regarding CSR can influence both the formation of other corporate associations and the construction of an emotional link and sense of attachment established with the brand. The findings also evidence that CSR associations lead to consumers’ brand loyalty mediated by CA associations and consumer-company identification. This research contributes to social identity theory by demonstrating that CSR is a mechanism that deepens the consumers’ strength of identification with the organization reinforcing brand loyalty through both CA associations and consumer-company identification. Another important finding of this research is the empirical validation of the impact of consumer psychological features on the construction of CA associations as result of CSR associations. Customers highly supportive of CSR are more prone to build favorable CA associations. The study finds evidence that CSR associations are essential for managing and for the differentiation of global brands.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	Crespo, C. F., & Inacio, N. (2019). The influence of corporate social responsibility associations on consumers’ perceptions towards global brands. Journal of Strategic Marketing, 27(8), 679–695. https://doi.org/10.1080/0965254X.2018.1464497	pt_PT
dc.identifier.doi	https://doi.org/10.1080/0965254X.2018.1464497	pt_PT
dc.identifier.eissn	1466-4488
dc.identifier.uri	http://hdl.handle.net/10400.8/9011
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	Taylor & Francis Online	pt_PT
dc.relation.publisherversion	https://www.tandfonline.com/doi/full/10.1080/0965254X.2018.1464497	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Corporate social responsibility	pt_PT
dc.subject	Corporate ability	pt_PT
dc.subject	Consumers associations	pt_PT
dc.subject	Global brands	pt_PT
dc.title	The influence of corporate social responsibility associations on consumers’ perceptions towards global brands	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.citation.endPage	695	pt_PT
oaire.citation.issue	8	pt_PT
oaire.citation.startPage	679	pt_PT
oaire.citation.title	Journal of Strategic Marketing	pt_PT
oaire.citation.volume	27	pt_PT
person.familyName	Crespo
person.givenName	Cátia Fernandes
person.identifier.ciencia-id	0615-6420-EC94
person.identifier.orcid	0000-0003-2886-7370
person.identifier.scopus-author-id	56072058400
rcaap.rights	closedAccess	pt_PT
rcaap.type	article	pt_PT
relation.isAuthorOfPublication	99788e3e-3e04-4f90-a511-7ee6c6f2dd78
relation.isAuthorOfPublication.latestForDiscovery	99788e3e-3e04-4f90-a511-7ee6c6f2dd78