The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company

Pérez, Rafael Currás; Bigné‐Alcañiz, Enrique; Herrera, Alejandro Alvarado

doi:10.1007/s10551-008-0016-6

Cited by 208 publications

(162 citation statements)

References 79 publications

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“…Both of these help companies establish and build brand strength. These past studies support the notion that CSR can serve as a key contributor for creating or maintaining a positive corporate image and can aid in establishing a company's perceived legitimacy (Curras-Perez, Bigne-Alcaniz, & Alvarado-Herrera, 2009;Handelman and Arnold, 1999). In addition, CSR image distinguishes a company from competition and thereby can help create a competitive advantage through differentiation.…”

Section: Complexity Of Measurement In Business Literaturesupporting

confidence: 53%

“…457 -8) concluded that "buyers' perceptions [(brand strength)]" of CSR programs "induces buyers' positive brand awareness/association of suppliers' products, improves perceived quality about these products, builds brand loyalty, and brings about brand satisfaction." CSR image has been shown to affect brand prestige and brand distinctiveness (CurrasPerez, Bigne-Alcaniz, & Alvarado-Herrera, 2009). Both of these help companies establish and build brand strength.…”

Section: Complexity Of Measurement In Business Literaturementioning

confidence: 99%

“…Outside of these studies, recent empirical research has focused on the relationship between CSR and various other corporate investments, such as R&D, marketing, consumer perception and behavior, and CSR brand strength under acquisitions (Curras-Perez, Bigne-Alcaniz, & Alvarado-Herrera, 2009;Lai, Chiu, Yang, & Pai, 2010;Page & Fearn, 2005;Nan & Heo, 2007;Robinson, Irmak, & Jayachandran, 2012). These studies have looked into the cause and effect relationships between CSR-based company image or cause-marketing campaigning and consumer purchasing behaviors related to CSR.…”

Section: Previous Researchmentioning

confidence: 99%

“…Research conducted in Spain regarding telephone services found that companies are viewed as socially responsible if philanthropic and ethical -legal obligations are met (Garcia de los Salmones et al, 2005). On the other hand, CSR obligations to German and French consumers are considered to be legal, ethical, and philanthropic issues, while in the United States CSR models include economic issues (Maignan, 2001;Curras-Perez, Bigne-Alcaniz, & Alvarado-Herrera, 2009). …”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Corporate Leadership in Sustainability: A Green Ranking Performance-Based Approach to Understanding the Corporate Social Responsibility (CSR) and Positive Marketing Impact

Davis¹,

Alibašić²,

Norris³

2018

CJIL

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This paper analyzes several foundational concepts and questions regarding corporate social responsibility (CSR). Its primary contribution is a statistical examination of relationships between CSR and Newsweek's 2012 Green Rankings using forensic-based financial and accounting measures. We also replicate a previous study and introduce new variables for looking at CSR from an economic perspective. The paper is interdisciplinary in that it synthesizes preceding studies' conceptions of CSR through finance, consumer behavior, branding, and ethics -a mix which has received minimal attention -in an attempt to better characterize and measure CSR.

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Section: Complexity Of Measurement In Business Literaturesupporting

confidence: 53%

Section: Complexity Of Measurement In Business Literaturementioning

confidence: 99%

Section: Previous Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Corporate Leadership in Sustainability: A Green Ranking Performance-Based Approach to Understanding the Corporate Social Responsibility (CSR) and Positive Marketing Impact

Davis¹,

Alibašić²,

Norris³

2018

CJIL

View full text Add to dashboard Cite

show abstract

“…On the other hand, sponsorship-linked marketing involves a situation where customers are passively receiving messages about a brand's sponsorship from the mass media, thus, involvement is low and connection is low. Curra´s-Pe´rez et al's (2009) conceptual model of consumer identification with a socially responsible company was used to identify concepts to be measured. These researchers identified brand image, distinctiveness, brand credibility, and brand attractiveness, customer-company (CC) identification with the brand, attitude toward the brand, and customer loyalty as important antecedents to brand loyalty.…”

Section: New Orleans Louisianamentioning

confidence: 99%

Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty

Lee

Johnson

2013

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Corporate social responsibility (CSR) includes actions that further the interests of society as a whole and extend beyond the interests of the firm. As one type of CSR, cause-related marketing (CRM) brings several benefits to companies such as enhancing consumer's attitudes towards a brand and increasing customer's purchase intent. Consumers can also benefit as they fulfill self-definitional needs by linking their identity with a brand that engages in a CRM strategy (Curra´s-Pe´rez, Bigne´-Alcan˜iz, & Alvarado-Herrera, 2009). Organizations have recognized that different strategies exist (e.g., sponsorship marketing) but despite the growing cause-related marketing literature, there is limited empirical research investigating types of cause-related business strategies (CRBS) and their impact on consumer response. The purposes of this study were threefold; First, we identified and defined different types of CRBS. Second, we investigated the impact of four different types of CRBS on consumer perceptions of an apparel brand. Third, we assessed the effectiveness of different types of CRBS on consumers.To facilitate this research the following CRBS were identified and defined: sponsorshiplinked marketing, transaction-based CRM, cause-related event marketing, and cause-related experiential marketing. Sponsorship-linked marketing is a non-conditional donation. Brands engaged in sponsorship-linked marketing donate resources to a social cause. An example is American Apparel, a U.S. apparel brand, donating 5,000 pairs of socks to the victims of the Haitian earthquake in 2010. Transaction-based CRM is the practice of a brand making a donation to a social cause as a result of consumers' purchasing the brand's products or services. An example is BCBG MAXAZRIA, a France-based apparel brand, donating 20% of the profits from the sale of specially designed ear buds to the Susan G. Komen for the cure organization, a non-profit that works to end breast cancer. Cause-related event marketing creates a specific event to support a cause and provides a recreational value to event participants in exchange for their direct or indirect donation. An example is Clinique's Happy e-card event. Clinique donated $1 for each e-card sent to friends through their website. Cause-related experiential marketing links an event or campaign to socially responsible causes and initiatives. An example is TOMS shoes' "One Day without Shoes" campaign. This campaign entailed asking customers to live one day without wearing shoes to experience what it is like to live like the millions of children in Africa who live without shoes.Conceptual framework. As a conceptual framework, the four types of CRBS were categorized based on Pine and Gilmore's (1998) four realms of experience that identify experience using two dimensions: customer involvement (high vs. low participation) and customer connection (absorption vs. immersion'). Cause-related experiential marketing reflects high involvement and high connection since event participants are actively engaged in the cause...

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The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study

Correia,

Jakutis,

Vilkaitis

et al. 2024

Bus Strat Dev

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This study examines the role of consumer participation in the new product development process within the gaming industry, focusing on its impact on Consumer Brand Identification (CBI), with brand attractiveness as a mediating factor. Using a between‐subjects experimental design, we tested three scenarios of consumer participation and analyzed the data with one‐way ANOVA and mediation analysis. The findings reveal that although consumer involvement enhances brand attractiveness, it does not significantly increase brand identification. This research provides new insights into the limited effects of consumer participation on deepening brand connections despite its positive influence on brand perception. This study is one of the first to empirically explore the varying impacts of consumer participation on CBI within the gaming sector, offering a nuanced understanding of its role in shaping brand perception. Practical implications suggest that while consumer involvement is beneficial for enhancing brand attractiveness, its effectiveness in fostering brand identification is limited, and marketers should temper expectations when employing this strategy.

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The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company

Abstract: social responsibility, identification, brand attractiveness, brand coherence, brand distinctiveness, brand prestige, brand attitude, purchase intention,

Cited by 208 publications

References 79 publications

Corporate Leadership in Sustainability: A Green Ranking Performance-Based Approach to Understanding the Corporate Social Responsibility (CSR) and Positive Marketing Impact

Corporate Leadership in Sustainability: A Green Ranking Performance-Based Approach to Understanding the Corporate Social Responsibility (CSR) and Positive Marketing Impact

Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty

The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study

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