Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior

Zhang, Hui; Hu, Wang

doi:10.3389/fpsyg.2022.799336

Cited by 3 publications

(2 citation statements)

References 43 publications

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“…Such interest is driven by the assumed universality of human values across cultures (Schwartz, 2007). The role of ALVS in influencing consumer behavior, particularly extra‐role behavior, has been demonstrated in past research (Hui & Wenan, 2022). Incorporating established findings from extant literature, we argue that a confluence of organizational and personal factors, including CSR, BAD, CENG, and ALVS can influence BADB.…”

Section: Literaturementioning

confidence: 86%

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Ahmad,

Siddique

2023

Corp Soc Responsibility Env

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Tourism and hospitality are at a critical crossroads that offer great economic potential but also pose significant challenges, including market complexity and intense competition. Recognizing consumers' pivotal role in achieving service excellence, this study emphasizes the importance to understand how corporate social responsibility (CSR) shapes their behavior, especially concerning brand advocacy behavior (BADB), a critical factor of service excellence. As a primary objective, this study seeks to bridge the existing literature gap on the relationship between CSR and BADB in the hospitality context of a developing country. Furthermore, the research expands its focus on how consumers' emotions and values mediate and moderate their BADB. This includes an examination of two mediating variables: brand admiration (BAD) and consumers' engagement (CENG), and altruistic values (ALVS) as a potential moderator. Through comprehensive data collection via a self‐administered questionnaire from hospitality consumers and the subsequent structural model analysis, the research provides compelling evidence that CSR positively influences BADB. Also, BAD and CENG are established as mediators, and ALVS is confirmed as a moderating factor. The practical implications are far‐reaching, suggesting that CSR efforts in the hospitality sector can significantly shape positive consumer psychology and bolster their advocacy intentions. These findings are vital for decision‐makers and practitioners seeking to improve their consumer engagement strategies and establish a competitive advantage. Further, this study illuminates a path towards a more sustainable and consumer‐centric approach in the hospitality industry.

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Section: Literaturementioning

confidence: 86%

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Ahmad,

Siddique

2023

Corp Soc Responsibility Env

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“…( 3) Tolerance denotes the willingness of the customer to remain flexible when the service does not match their expectations of service quality, like in the instance of delays (Yi & Gong, 2013). ( 4) Feedback refers to consumers offering the organisation suggestions for service improvements to assist the firm in enhancing the way services are delivered (Groth, 2005;Hui & Wenan, 2022;Yi & Gong, 2008).…”

Section: Customer Citizenship Behaviours (Ccbs)mentioning

confidence: 99%

The Impact of Perceived Procedural Justice on Dimensions of Customer Citizenship Behaviours: The Mediating Effect of Customer Perceived Support

Ali,

Song

2023

OMEE

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The present study examines the influence of perceived procedural justice (PPJ) on four fundamental dimensions of customer citizenship behaviours (helping other customers, advocacy, customer tolerance, and feedback) and the mediating role of customer perceived support (CPS). Our research setting is the smartphone after-sales service sector in China. Structural equation modeling (SEM) using AMOS is employed to empirically test our hypotheses on the basis of survey data from 368 smartphonecustomers. We find that PPJ significantly contributes to the customer citizenship behaviours of helping other customers, advocacy, and feedback. Surprisingly, we do not find a significant relationship between PPJ and customer tolerance. Our evidence indicates that CPS partially mediates the relationships between PPJ and helping other customers, advocacy, and feedback, but fully mediates the effect of PPJ on customer tolerance. This research contributes to managers’ understanding of how voluntary behaviours can be effectively managed by enhancing PPJ and CPS. Further, it enriches our theoretical understanding of key antecedents of customer citizenship behaviours.

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Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions

Yu,

Liu,

2024

Front. Commun.

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In an era where user experience reigns supreme, an unexpected element is subtly influencing our interactions with technology— “Cuteness.” However, when discussing the design of digital products such as AIVAs, is cuteness merely a matter of appearance? This paper aims to unveil the complex psychological mechanisms and their impact on usage intention hidden behind the seemingly harmless allure of cuteness. Through an experimental study involving 284 participants and utilizing a moderated serial mediation model via PLS-SEM, this research reveals how aesthetic design differences influence usage intentions. The findings disclose three key insights: (1) A positive relationship between cuteness and usage intention is confirmed; (2) Social presence, performance expectancy and customer value act as serial mediations between cuteness and usage intention; (3) Perceived risk moderates the impact of cuteness on usage intentions by influencing social presence, performance expectancy, hedonic value and functional value. This contributes theoretical insights and practical guidance for the sustainable development and success of AIVAs.

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Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior

Cited by 3 publications

References 43 publications

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Beyondself‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

The Impact of Perceived Procedural Justice on Dimensions of Customer Citizenship Behaviours: The Mediating Effect of Customer Perceived Support

Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions

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