An integrative approach to the nexus of brand loyalty and corporate social responsibility

Kataria, Sonia; Saini, VP; Sharma, Ajay; Yadav, Renu; Kohli, Harpuneet Singh

doi:10.1007/s12208-021-00277-4

Cited by 15 publications

(9 citation statements)

References 96 publications

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“…Our research examines human emotions’ mediating role (e.g., HP and BRAD) in explaining how and why CSR influences CBAB in consumers. Though human emotions’ importance in consumers’ psychology and behavior management has been discussed, most CSR-consumer behavior studies are evaluative (cognitive) [ 149 , 150 ], neglecting emotions. We introduced HP and BRAD to address this knowledge gap and better understand the complex CSR-CBAB relationships among banking consumers.…”

Section: Discussionmentioning

confidence: 99%

Psychology in action: Social media communication, CSR, and consumer behavior management in banking

Liu,

Naveed,

Kanwal

et al. 2023

PLoS ONE

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In today’s digitally interconnected world, social media emerges as a powerful tool, offering different opportunities for modern businesses. Not only do organizations use social media for marketing purposes, but they also endeavor to influence consumer psychology and behavior. Although prior studies indicate social media’s efficacy in disseminating corporate social responsibility (CSR) communications, there remains a dearth of research addressing the impact of CSR-related messaging from banks on consumers’ brand advocacy behavior (CBAB). Our study seeks to bridge this gap, exploring the CSR-CBAB relationship within the banking sector of an emerging economy. Additionally, we investigate the roles of consumers’ emotions and values in mediating and moderating their CBAB, introducing two mediating factors, consumer happiness (HP) and admiration (BRAD), and moderating variable altruistic values (ATVL). Data collection involved an adapted questionnaire targeting banking consumers. The structural analysis revealed a positive correlation between a bank’s CSR-related social media communications and CBAB. HP and BRAD were identified as mediators in this relationship, while ATVL emerged as a moderator. These findings hold significant theoretical and practical implications. For instance, our research highlights the indispensable role of social media in effectively conveying CSR-related information to banking consumers, subsequently enhancing their advocacy intentions.

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Section: Discussionmentioning

confidence: 99%

Psychology in action: Social media communication, CSR, and consumer behavior management in banking

Liu,

Naveed,

Kanwal

et al. 2023

PLoS ONE

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“…Thus, affection is the result of a close and favorable relationship with the brand. It is not a spontaneous process, rather a well-thought out mechanism based on brand trust that is carefully nurtured over a period of time (Kataria et al , 2021). H4 , which explores the relationship of sustainable marketing with brand trust, and H7 , which examines the relationship of brand trust with brand affect, are supported empirically.…”

Section: Discussionmentioning

confidence: 99%

Ensuring brand loyalty for firms practising sustainable marketing: a roadmap

Khandai

Mathew

Yadav

et al. 2022

SBR

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Purpose The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship. Design/methodology/approach A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects. Findings A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty. Research limitations/implications Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty. Originality/value The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.

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“…Few studies (Fatma and Rahman, 2015, 2016; Fatma et al , 2018; Singh and Verma, 2017; Ramesh et al , 2019; Kataria et al , 2021) analysed the effect of CSR after the promulgation of CSR law in India without considering the mandatory CSR activities as required by the law. This gap has been addressed in the present study to understand the country-specific influence of CSR within the existing legal framework.…”

Section: Discussionmentioning

confidence: 99%

Customers’ response to mandatory corporate social responsibility in India: an empirical evidence

Aparna

Amilan

2022

SRJ

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Purpose This paper aims to investigate the customers’ response to mandatory activities as per the corporate social responsibility (CSR) laws of India in the Indian hotel industry. Further, it analyzes the influence of mandatory CSR activities of the companies on the purchase intention (PI) of customers with the mediating role of customer satisfaction (CS). It also examines the link between mandatory CSR activities and the customers’ evaluation of corporate. Design/methodology/approach The customers of five-star hotels in Kerala, India, were surveyed, and the proposed model is analyzed with factor analysis and structural equation modelling with mediation analysis. Findings The study proves three propositions, namely, the mandatory CSR activities influence the PIs of customers, the CS partially mediates the relationship of CSR activities on the PI of the customers and the mandatory CSR activities demonstrate a positive impact on customers’ evaluation of corporate in the Indian hotel industry. Originality/value The comprehensive CSR assessment based on hotel customers’ response by considering CSR law in India is a novel outlook. The study will aid in determining the association between mandatory CSR and PI and evaluate the role of mandatory CSR on favorable corporate evaluation.

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An integrative approach to the nexus of brand loyalty and corporate social responsibility

Cited by 15 publications

References 96 publications

Psychology in action: Social media communication, CSR, and consumer behavior management in banking

Psychology in action: Social media communication, CSR, and consumer behavior management in banking

Ensuring brand loyalty for firms practising sustainable marketing: a roadmap

Customers’ response to mandatory corporate social responsibility in India: an empirical evidence

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