The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior
Journal of Business Ethics 84 (1):65-78 (2009)
AbstractBased on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty.
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Citations of this work
Corporate Social Responsibility and Employee–Company Identification.Hae-Ryong Kim, Moonkyu Lee, Hyoung-Tark Lee & Na-Min Kim - 2010 - Journal of Business Ethics 95 (4):557 - 569.
Corporate Social Responsibility and the Benefits of Employee Trust: A Cross-Disciplinary Perspective. [REVIEW]S. Duane Hansen, Benjamin B. Dunford, Alan D. Boss, R. Wayne Boss & Ingo Angermeier - 2011 - Journal of Business Ethics 102 (1):29-45.
Corporate Social Responsibility and Employee–Company Identification.Hae-Ryong Kim, Moonkyu Lee, Hyoung-Tark Lee & Na-Min Kim - 2010 - Journal of Business Ethics 95 (4):557-569.
Effects of Corporate Social Responsibility on Customer Satisfaction and Organizational Attractiveness: A Signaling Perspective.Qingyu Zhang, Mei Cao, Fangfang Zhang, Jing Liu & Xin Li - 2020 - Business Ethics: A European Review 29 (1):20-34.
Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. [REVIEW]Yuan-Shuh Lii & Monle Lee - 2012 - Journal of Business Ethics 105 (1):69-81.
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