Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Ahmed, Ishfaq; Nazir, Mian Sajid; Ali, Imran; Nurunnabi, Mohammad; Khalid, Arooj; Shaukat, Muhammad Zeeshan

doi:10.3390/su12031158

Cited by 31 publications

(26 citation statements)

References 51 publications

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“…Furthermore, CSR performance is increasingly seen as a competitive advantage that contributes to consumer loyalty (Jeon et al , 2020), which is a great “showcase” of consumer appeal. Thus, the need to justify investments in CSR actions and to understand their benefits for consumers and other stakeholders is an important issue that still needs to be clarified (Kurniati, 2019; Moliner et al , 2019; Ahmed et al , 2020). Stakeholders are not only the shareholders and employees of the enterprise but also the customers whose interests need to be taken into account.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

Hichri

Ltifi

2021

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Purpose The study is based on a hybrid model composed of accounting and business data and is amongst the first to test the impact of corporate social responsibility (CSR) performance on the financial performance of the company, as well as the impact of financial performance on CSR performance. The bidirectional logic chosen by the study is rarely adopted in the global context and has never been tested in the Swedish context. Moreover, the purpose of this paper is to test the mediating effect of customer loyalty on the company’s CSR performance-financial performance relationship to assess this effect over the long term. This design has been neglected in previous studies. Design/methodology/approach Data was collected from a sample of 110 Swedish companies during the period 2009–2019. This study collects the data from the Thomson Reuters Eikon database. A multiple regression analysis was performed to test the hypotheses. Findings The results confirmed the bidirectional relationship between CSR performance and company financial performance. This means that CSR performance positively influences the company’s financial performance. Similarly, financial performance positively influences the company’s CSR performance. Moreover, customer loyalty has a positive and significant mediating effect on the company’s CSR performance-financial performance relationship. Originality/value This study adds several inputs. The first contribution of the research is to test a hybrid model composed of accounting and commercial data. This model is amongst the first to test the impact of CSR performance on the financial performance of the company and the impact of financial performance on CSR performance. The second contribution is the bidirectional logic chosen by the study which is rarely adopted in the global context and has never been tested in the Swedish context. The third contribution is to test the mediating effect of customer loyalty on the company’s CSR performance-financial performance relationship to assess this effect over the long term. This design has been neglected in previous studies. The fourth contribution is the choice of the field of investigation for the reliability of the data used and the generalisation of the results obtained.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

Hichri

Ltifi

2021

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“…Consumers in the hospitality sector tend to have a more positive evaluation of a brand [2]. Restaurants' CSR efforts have a positive and significant direct effect on customers' behavioral responses in terms of citizenship behavior, and have a sequential mediation mechanism through service quality [82]. Additionally, [83] claimed that brand image and CSR are inseparably tied, and [84] considered that high levels of skepticism increase consumers' negative attitudes toward the restaurant and decrease favorable evaluation.…”

Section: The Moderating Effect Of Csr Skepticismmentioning

confidence: 99%

How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior

Dalal¹,

Aljarah²

2021

Sustainability

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Brand symbolism, which stems from the vitality of the brand and feeds self-symbolism and social symbolism, has become an increasingly important strategy for firms to enhance consumer behavior. Building on attachment theory, social identity theory, and cognitive consistency theory, and using data from 439 customers of Starbucks in Lebanon, we used an integrative model to examine how brand symbolism, perceived service quality, and Corporate Social Responsibility (CSR) skepticism jointly affect two types of Customer Citizenship Behavior (CCB): helping other customers and policing other customers. The findings revealed that brand symbolism has a significant positive impact on CCBs and is a stronger predictor of policing other customers than helping other customers in the hospitality context. Further, perceived service quality acts as a mediator between the brand symbolism and CCB dimensions. This study discovered that CSR skepticism negatively moderates the direct and indirect effects of brand symbolism on CCBs through perceived service quality. The findings contribute to the literature by examining the boundary conditions of how and under what conditions brand symbolism affects CCBs by enrolling perceived service quality as a mediator variable and CSR skepticism as a moderator variable in the brand symbolism–CCB relationship.

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“…However, consumers need to have a clear understanding of the company's efforts. They can develop (or provide an opportunity to know) a positive attitude only after learning about the company's CSR policy [22]. CSR creates a situation in which the consumer evaluates the company and the products, and attaches themselves to the company directly or indirectly [23,24].…”

Section: Introductionmentioning

confidence: 99%

CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy

et al. 2020

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The homogenization of the banking segment has made it difficult for banking institutions to practice the quality of services that are needed in order to retain consumers. Thus, these days, finding ways to increase consumer loyalty—especially green loyalty—has become a challenge for the banking industry around the planet. Research has long acknowledged that corporate social responsibility (CSR) is a strategic concern that could help organizations to increase consumer loyalty. However, the impact of CSR practices on green consumer loyalty is rarely addressed in the extant literature. Hence, the present research investigated the impact of CSR on green consumer loyalty with the mediating effect of co-creation in the banking industry of Pakistan. The study also introduced green banking initiatives as a moderator between the mediated relation of CSR and green consumer loyalty, with the intention that such a moderator would strengthen this indirect relationship. The structural equation modeling technique was used for the data analysis. The results confirm that CSR enhances consumer loyalty, and that co-creation partially mediates this relationship. Furthermore, green banking initiatives further strengthen this relation. The results of the current survey could help banking institutions learn how they can develop core strategic considerations based on the integration of CSR co-creation and green banking initiatives.

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Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Cited by 31 publications

References 51 publications

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior

CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy

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