How Do Differing Community Engagement Strategies Affect Consumer Responses to a Retailer?

Briggs, Elten; Yang, Zhiyong; Harmon-Kizer, Tracy R.; Arnold, Todd J.

doi:10.1080/10696679.2016.1089767

Cited by 14 publications

(13 citation statements)

References 69 publications

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“…We also extend the few studies that have considered the CSR initiatives of small retailers by directly examining the role of retailer size. Thus, we extend the examination of small businesses by Briggs et al (, p. 124), who state that “it would be interesting to see if customer patterns are similar when larger entities are involved.” Although previous research has examined how CSR allows retailers to distinguish themselves on dimensions other than product assortment (e.g., Barone et al, ), this research extends previous research by considering retailer size.…”

Section: Discussionmentioning

confidence: 74%

“…This is an extension to the extant literature because researchers typically examine CSR in the context of large, multinational retailers such as Target, Whole Foods Market, or Lowe's (Bhattacharya & Sen, ; Du, Bhattacharya, & Sen, ; Ellen, Mohr, & Webb, ). Although recent research examines CSR in the context of small retailers (e.g., Briggs, Yang, Harmon‐Kizer, & Arnold, ), much of this research is based on the perceptions of managers rather than consumers (e.g., Spence, ; Udayasankar, ). Our research quantitatively replicates and extends Green and Peloza () who suggest that consumers view small firms as more socially responsible than large firms.…”

Section: Introductionmentioning

confidence: 99%

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The influence of retailer size on consumer responses to social responsibility initiatives

Green

Allen

Peloza

2018

J of Consumer Behaviour

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The current research demonstrates that retailer size moderates the positive effect of corporate social responsibility (CSR) initiatives on consumer outcomes such as increased purchase intentions and perceptions of CSR. Retailer size is introduced as a factor that leads consumers to respond more positively to small retailers' CSR activities, relative to CSR from large retailers. We also provide support for the ability of consistency/commitment to CSR to serve as a means by which larger retailers can counter their size liability. We replicate and generalize these results across multiple CSR forms. Implications for retail management and future research are discussed.

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Section: Discussionmentioning

confidence: 74%

Section: Introductionmentioning

confidence: 99%

The influence of retailer size on consumer responses to social responsibility initiatives

Green

Allen

Peloza

2018

J of Consumer Behaviour

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“…Arnold et al (2013) unpacked how marketers can effectively embed themselves in their local geographic communities by providing customers with socialization and support, which can in turn increase loyalty and a willingness to pay more. Finally, Briggs et al (2016) examined how retailers can engage with local geographic communities through partnership and philanthropy. Their study demonstrated that "partnership strengthens consumer identification with retailers, while philanthropy strengthens feelings of purchase satisfaction" (Briggs et al, 2016, p. 121).…”

Section: Introductionmentioning

confidence: 99%

Retail store community and its impact on store success

Peters

Bodkin

2021

IJRDM

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PurposeThe purpose of the study was to examine the potential outcomes of consumers' intention to engage retail store community. The research question focused on: what impact will intention to engage retail store community have on store satisfaction, store commitment, shopping enjoyment and store employee trust?Design/methodology/approachSurvey data were collected from a national panel of 232 adult consumers in the USA. The theoretical model and hypotheses were tested using path analysis in AMOS.FindingsThe model was supported. Intention to engage retail store community had a significant impact on store employee trust, shopping enjoyment, store satisfaction and store commitment. In addition, store employee trust and store satisfaction had a significant impact on store commitment.Research limitations/implicationsThe study identified a breadth of outcomes that result from an intention to engage with retail store community. Furthermore, the study is limited to a grocery shopping retail store context and only outcomes are identified.Practical implicationsManagerially, retailers want to find innovative ways to compete in the marketplace, and the findings of this study highlight the benefits that can accrue to retailers who want to pursue a community strategy.Originality/valueFew papers have examined retail store brand communities, and none has identified the outcomes of intention to engage with retail store community.

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“…Different types of consumer interaction may develop different types of interactions or perceptions in consumers. One example is the ability of engagement strategies to increase the brand perception of partnership with consumers, which increases consumer identification with brand (Briggs et al, 2016). Another example is the relationship between engagement regarding philanthropy of the organisation and consumer satisfaction with the brand (Briggs et al, 2016).…”

Section: Ethical Performance and Ethical Perception Of Brandsmentioning

confidence: 99%

“…One example is the ability of engagement strategies to increase the brand perception of partnership with consumers, which increases consumer identification with brand (Briggs et al, 2016). Another example is the relationship between engagement regarding philanthropy of the organisation and consumer satisfaction with the brand (Briggs et al, 2016). Focusing on a multitude of strategies best influences the ability of the organisation to accomplish goals and achieve the image that will best benefit the brand.…”

Section: Ethical Performance and Ethical Perception Of Brandsmentioning

confidence: 99%

Brand ethics and social media engagement

Ersoy

Zaim

Keceli

et al. 2018

IJFIP

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The purpose of this paper is to investigate ethical nature of social media engagement of companies and examines whether or not ethical perception of customers about the companies based on their social media activity and their actual ethical performance make an impact on consumer preferences. Social media engagement of preferred brands/companies and customers is analysed from the perspective of ethics, ethical behaviour, and ethical perception. One of the major findings of this research is that ethical performance positively affects consumer preferences. According to data analysis ethical policies and social media engagement of companies, have direct effects on ethical performance, thus ethical performance positively affects consumer preferences. Moreover, the research indicates that consumer awareness of ethical practices positively affects consumer preferences. The effects of ethical policies on ethical performance are also examined in this research and a positive direct relationship has been disclosed. The research also reveals the positive relationship between social media engagement and consumer awareness.

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How Do Differing Community Engagement Strategies Affect Consumer Responses to a Retailer?

Cited by 14 publications

References 69 publications

The influence of retailer size on consumer responses to social responsibility initiatives

The influence of retailer size on consumer responses to social responsibility initiatives

Retail store community and its impact on store success

Brand ethics and social media engagement

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