The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions

Abstract

This study examines how personal values affect the impact of perceived CSR aspects on purchase intentions by investigating the differences between two groups of customers, which are customers with more self-centered values (self-enhancement value orientation) and customers with more altruistic values (self-transcendent value orientation). The research sample consisted of 356 customers of six banks in Algiers, capital city of Algeria. Research hypotheses were tested by structural equation modeling (SEM). Data analyses revealed that personal values can change the strength and the direction of the relationship between the perceived economic and philanthropic aspects of CSR on purchase intentions. However, no such effect is detected on the links between perceived legal and ethical aspect of CSR and purchase intentions. Customers with self-enhancement values are more interested in economic and legal aspects of CSR, whereas customers with self-transcendence values are mainly interested in philanthropic aspect of CSR. Research and managerial implications of the findings are discussed.

The higher they climb, the harder they fall: The role of self‐brand connectedness in consumer responses to corporate social responsibility hypocrisy

“…Among these, moral brand avoidance arises when consumer's ideological beliefs are incongruent with a brand's espoused values and/or behaviors (Lee et al, 2009). Thus, corporate irresponsibility often causes desire for brand avoidance out of moral concerns (Alniacik et al, 2020; Sweetin et al, 2013). Another type of avoidance, identity avoidance, leads consumers to distance themselves from a brand that communicates an undesired self or implies a connection with a negative reference group (Hogg, 1998; Hogg et al, 2000).…”

Perceived value and behavioral intentions toward dining at Chinese restaurants in Bangladesh: the role of self-direction value and price fairness

“…Understating customers' perceived and personal value and price fairness have become the core marketing priorities since they are prerequisites for customers' intentions (Konuk, 2019;Alniacik et al, 2020). Thus, it is assumed that Chinese restaurants' business success depends on customers' positive perceived and personal value and the restaurants' fair pricing practices.…”

“…Thus, it is assumed that Chinese restaurants' business success depends on customers' positive perceived and personal value and the restaurants' fair pricing practices. Notably, customers consider three value dimensions (hedonic, utilitarian and conditional value) as critical components of customers' perceived value and self-direction value as a personal value in evaluating dining intentions at Chinese restaurants (Konuk, 2019;Alniacik et al, 2020). A proper combination of these value dimensions and price fairness can adequately measure the customer's behavioral intentions toward dining at Chinese restaurants.…”

“…Literature has discussed the impact of customers' perceived and personal value and price fairness on intentions in the services industry (Konuk, 2019;Alniacik et al, 2020). Several previous studies identified that perceived value has significantly influenced customers' behavioral intentions toward restaurants (Hyun et al, 2011;Ryu et al, 2008;Hasan, 2021).…”

“…Understating customers' perceived and personal value and price fairness have become the core marketing priorities since they are prerequisites for customers' intentions (Konuk, 2019; Alniacik et al. , 2020).…”