CSR Activities and Consumer Loyalty: The Effect of the Type of Publicizing Medium

Abstract

This research develops a model to predict the effect of advertising a socially responsible activity on perceived corporate social responsibility (CSR) and its influence on consumer loyalty. It examines the relationships between company-cause congruence, corporate credibility, altruism attribution and perceived CSR, and CSR with consumer loyalty, and analyzes the moderating effect of the type of communication medium (i.e. traditional medium vs. social medium). This study is original because it fills the gap in the CSR communication literature in the evaluation of how the use of one or another type of medium to advertise a cause related marketing activity influences the effect of perceived CSR on consumer loyalty. An empirical study was conducted with two samples of consumers, each of which was exposed to the same advertisement, inserted in either a newspaper or posted on a social network. Data were analyzed using structural equation modeling. The results carry implications for CSR activities and communications management as they validate the proposed model that integrates the antecedents of perceived CSR and its influence on loyalty, and show that the traditional medium model has a better fit and its overall effect is greater than the social medium model. From a practical perspective, this study has several implications regarding the importance of communicating CSR activities.

Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns

“…In this context, sustainability practices have become one of the most important factors influencing the decision-making process and tourist perceptions [19,20]. At present, there are more and more SMSTs that focus on the need for harmony with the environment and on reducing environmental footprints [21].…”

To Green or Not to Green: The Influence of Green Marketing on Consumer Behaviour in the Hotel Industry

“…With regard to the Hierarchy of Effects Model, it describes three components in consumer behaviour: (1) the cognitive or rational dimension, which refers to the clients' knowledge; (2) the affective or emotional dimension, referring to emotions and feelings; and (3) the conative or motivational dimension; referring to customer behaviour, intentions and actions. Thus, this model describes the logical process of how an individual progresses from being unaware of GM activities in the hotel industry to becoming a potential prescriber of them [20,58]. In this manner, companies communicate their GM programmes with the aim of generating consumers' attitudes and feelings towards the company.…”

“…Researchers who examine loyalty adopt a large variety of conceptual approaches [20], with some studies analysing in a one-dimensional way [76] and others with more than one construct [37,39,65,81]. The reality is so dynamic and complex that we would have a poor vision of reality if we only considered behavioural outcomes in a one-dimensional way [82].…”

“…With regard to these topics, the theoretical approach providing the corporate social responsibility (CSR) concept has generated most of the literature and has grown the most in tourism and hospitality literature over recent years [2]. The concept refers explicitly to both the incorporation of responsible measures in the company value chain and also a specific emphasis on the response that these companies try to give to other groups of interest or stakeholders with them [20]. In any case, there are more companies which have incorporated new strategies to look after the environment every day [9], whether it is under the paradigm of sustainability or that of CSR.…”

Analysis of Key Indicators That Affect the Expected Benefit of Customers When Using Loyalty Cards

“…In that context, several key indicators have been analysed in the literature that influence the level of benefits customers expect from using loyalty cards, such as: 1) price discounts (Leenheer et al, 2007) imply that cardholders receive a discount on the value spent during purchase; 2) more efficient service and rewards allow holders of loyalty cards faster service on special cash registers, rewards in the form of gifts for a certain number of points collected (purchase), etc. ; 3) personalized communication (Mercadé-Melé, Molinillo, Fernández-Morales, & Porcu, 2018; aims to strengthen the relationship between the seller and the customer based on personal address and correspondence; 4) payment option (Lovreta et al, 2010) refers to certain forms of non-cash payments available to card users; 5) better information (Reinartz, 2010) implies that loyalty card users receive timely information about discounts, special offers, new products and services, etc. ; 6) status symbols (Huberman, Loch, & ÖNçüler, 2004) are intangible benefits related to the psychological feeling of satisfaction and reputation in an environment created by the possession of certain loyalty card (e.g., Gold cards offered by some supermarkets) and 7) additional benefits (Kyguoliene et al, 2017) that may be hedonistic and social, but also specific additional benefits such as cards used for purchases abroad, etc.…”