Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment

By Yuhei Inoue, Daniel C. Funk, H. McDonald. 2017

161 citations recorded by the source corpus.

This study examines whether consumers' perceptions of corporate social responsibility (CSR) activities can predict behavioral loyalty, and how two attitudinal constructs drawing from the means-end chain model—involvement and commitment—mediate this relationship. A field study of 634 customers of an Australian professional football team was conducted by combining attitudinal surveys with actual behavioral data collected one year later. The results revealed a positive mediating effect of involvement on the relationship between perceived CSR and behavioral loyalty. However, when the effect of involvement on behavioral loyalty was mediated by commitment, the indirect effect of perceived CSR turned negative. The findings of this study indicate that the contribution of CSR initiatives to behavioral loyalty is not as robust as past research suggests, and is also contingent upon specific psychological states activated by consumers' perceptions of such initiatives.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/6c59eef5e6fee89136d3b4744bb4c3a30cb530f9

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Hossein Olya
2. Henri Kuokkanen
3. William Sun
4. Murad Ali

In Organizational Behavior and Human Resource Management

1. Hossein Olya
2. Henri Kuokkanen
3. William Sun
4. Murad Ali

In Social Psychology

1. Hossein Olya
2. William Sun

Citations in the corpus

• Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice (2019, background): “…supports a link between CSR or an ethical business approach and favorable consumer outcomes, such as customer loyalty, perceived brand equity and purchase intention (Deng and Xu, 2017; Iglesias et al., 2018; Iglesias et al., 2019; Inoue et al., 2017; Lombart and Louis, 2014; Mohr and Webb, 2005).”
• Transformational leadership, corporate social responsibility, organizational innovation, and organizational performance: Symmetrical and asymmetrical analytical approaches (2018, background): “but mediated or moderated by internal and external factors, such as organizational trust and Identification, CEO founder status, organizational size, customer satisfaction, reputation, competitive advantage, CSR knowledge, trust in CSR commitment, and engagement (Inoue et al., 2017; Inoue and Lee, 2”