The moderating influence of consumer demographics on the relationship between perceived CSR and brand loyalty in the Romanian retail banking sector
dc.contributor.author | Moisescu, Ovidiu-Ioan | |
dc.contributor.author | Gică, Oana-Adriana | |
dc.contributor.other | Ekonomická fakulta | cs |
dc.date.accessioned | 2017-12-20 | |
dc.date.available | 2017-12-20 | |
dc.date.issued | 2017-12-20 | |
dc.description.abstract | The current research investigates the moderating influence of consumer demographics on the relationship between customers’ perceptions of corporate social responsibility (CSR) and their corporate brand loyalty towards retail banks in Romania, a typical developing country and one of the largest countries of Central and Eastern Europe. The investigation is based on data collected within a survey conducted among a sample of 1,449 Romanian retail banking customers, based on a questionnaire including a specific set of items drawn up from the literature, intended to reflect corporate brand loyalty, as well as perceptual CSR dimensions, from a sustainable development and stakeholder-based perspective. After an exploratory factor analysis, the observed variables were grouped into several latent variables regarding perceived CSR and brand loyalty and, further on, these were included into a multiple regression model which was tested comparatively within various sample groups generated based on consumer demographics variables. The results emphasize several significant dissimilarities between gender, age, education and residence type based consumer segments in what concerns the impact of various CSR dimensions, as perceived by customers, on brand loyalty towards corporate brands in the banking sector. Thus, brand loyalty is significantly influenced by: perceived responsibility towards the environment – only in the case of female, younger and/or higher educated customers; perceived responsibility towards public authorities – only in the case of customers who are male, older, less educated and/or residing in larger cities; by perceived responsibility towards shareholders – only when for customers who are older, higher educated and/or residing in larger cities. The findings have practical implications for enhancing corporate brand loyalty in the regional retail banking sector market by outlining those CSR policies, actions and attitudes which should have priority within local banks’ marketing communications. | en |
dc.format | text | |
dc.format.extent | 16 stran | |
dc.identifier.doi | 10.15240/tul/001/2017-4-013 | |
dc.identifier.eissn | 2336-5601 | |
dc.identifier.issn | 1212-3609 | |
dc.identifier.uri | https://dspace.tul.cz/handle/15240/21387 | |
dc.language.iso | en | |
dc.publisher | Technical university of Liberec, Czech Republic | en |
dc.publisher | Technická Univerzita v Liberci | cs |
dc.publisher.abbreviation | TUL | |
dc.relation.isbasedon | Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press. | |
dc.relation.isbasedon | Abeliotis, K., Koniari, C., & Sardianou, E. (2010). The profile of the green consumer in Greece. International Journal of Consumer Studies, 34(2), 153-160. doi:10.1111/j.1470-6431.2009.00833.x. | |
dc.relation.isbasedon | Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11), 650-655. doi:10.5901/mjss.2013.v4n11p650. | |
dc.relation.isbasedon | Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53. doi:10.1016/j.jbusres.2005.01.001. | |
dc.relation.isbasedon | Berger, I. E. (1997). The demographics of recycling and the structure of environmental behavior. Environment and Behavior, 29(4), 515-531. doi:10.1177/001391659702900404. | |
dc.relation.isbasedon | Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product responses. The Journal of Marketing, 61(1), 68-84. doi:10.2307/1252190. | |
dc.relation.isbasedon | Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate Performance. Academy of Management Review, 4(4), 497–505. doi:10.2307/257850. | |
dc.relation.isbasedon | Choi, B., & La, S. (2013). The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery. Journal of Services Marketing, 27(3), 223-233. doi:10.1108/08876041311330717. | |
dc.relation.isbasedon | Chomvilailuk, R., & Butcher, K. (2014). Effects of quality and corporate social responsibility on loyalty. The Service Industries Journal, 34(11), 938-954. doi:10.1080/02642069.2014.915952. | |
dc.relation.isbasedon | Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. doi:10.1016/s0022-4359(00)00028-2. | |
dc.relation.isbasedon | Dahlsrud, A. (2008). How corporate social responsibility is defined: an analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13. doi:10.1002/csr.132. | |
dc.relation.isbasedon | Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480. doi:10.1016/S0148-2963(01)00241-7. | |
dc.relation.isbasedon | Dick, A., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi:10.1177/0092070394222001. | |
dc.relation.isbasedon | Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19. doi:10.1111/j.1468-2370.2009.00276.x. | |
dc.relation.isbasedon | Freeman, R. E., Harrison, J. S., Wicks, A. C., Parmar, B. L., & De Colle, S. (2010). Stakeholder theory: the state of the art. Cambridge: Cambridge University Press. | |
dc.relation.isbasedon | Gilg, A., Barr, S., & Ford, N. (2005). Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures, 37(6), 481-504. doi:10.1016/j.futures.2004.10.016. | |
dc.relation.isbasedon | Jacoby, J., & Chesnut, R. W. (1978). Brand Loyalty: Measurement and Management. New York: John Wiley & Sons. | |
dc.relation.isbasedon | Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: determinants of curtailment and eco-innovation adoption. Journal of Consumer Marketing, 27(4), 358-370. doi:10.1108/07363761011052396. | |
dc.relation.isbasedon | Kim, S. Y., & Park, H. (2011). Corporate social responsibility as an organizational attractiveness for prospective public relations practitioners. Journal of Business Ethics, 103(4), 639-653. doi:10.1007/s10551-011-0886-x. | |
dc.relation.isbasedon | Kim, G. S., Lee, G. Y., & Park, K. (2010). A cross-national investigation on how ethical consumers build loyalty toward fair trade brands. Journal of Business Ethics, 96(4), 589-611. doi:10.1007/s10551-010-0486-1. | |
dc.relation.isbasedon | Kolk, A., & Van Tulder, R. (2010). International business, corporate social responsibility and sustainable development. International Business Review, 19(2), 119-125. doi:10.1016/j.ibusrev.2009.12.003. | |
dc.relation.isbasedon | Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Hoboken, NJ: John Wiley. | |
dc.relation.isbasedon | Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520. doi:10.1108/EUM0000000006155. | |
dc.relation.isbasedon | Maignan, I. (2001). Consumers' perceptions of corporate social responsibilities: a cross-cultural comparison. Journal of Business Ethics, 30(1), 57-72. doi:10.1023/A:1006433928640. | |
dc.relation.isbasedon | Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65-78. doi:10.1007/s10551-008-9673-8. | |
dc.relation.isbasedon | Martínez, P., & del Bosque, R. I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99. doi:10.1016/j.ijhm.2013.05.009. | |
dc.relation.isbasedon | Matute‐Vallejo, J., Bravo, R., & Pina, J. M. (2011). The influence of corporate social responsibility and price fairness on customer behaviour: evidence from the financial sector. Corporate Social Responsibility and Environmental Management, 18(6), 317-331. doi:10.1002/csr.247. | |
dc.relation.isbasedon | McMullan, R. (2005). A multiple-item scale for measuring customer loyalty development. Journal of Services Marketing, 19(7), 470-481. doi:10.1108/08876040510625972. | |
dc.relation.isbasedon | Öberseder, M., Schlegelmilch, B. B., Murphy, P. E., & Gruber, V. (2014). Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation. Journal of Business Ethics, 124(1), 101-115. doi:10.1007/s10551-013-1787-y. | |
dc.relation.isbasedon | Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63(1), 33-44. doi:10.2307/1252099. | |
dc.relation.isbasedon | Paço, A. M. F., & Raposo, M. L. B. (2010). Green consumer market segmentation: empirical findings from Portugal. International Journal of Consumer Studies, 34(4), 429-436. doi:10.1111/j.1470-6431.2010.00869.x. | |
dc.relation.isbasedon | Park, S. J., Choi, S., & Kim, E. J. (2012). The Relationships between Socio‐demographic Variables and Concerns about Environmental Sustainability. Corporate Social Responsibility and Environmental Management, 19(6), 343-354. doi:10.1002/csr.284. | |
dc.relation.isbasedon | Peloza, J., & Shang, J. (2011). How can corporate social responsibility activities create value for stakeholders? A systematic review. Journal of the Academy of Marketing Science, 39(1), 117-135. doi:10.1007/s11747-010-0213-6. | |
dc.relation.isbasedon | Pérez, A., & del Bosque, I. R. (2013). Measuring CSR image: three studies to develop and to validate a reliable measurement tool. Journal of Business Ethics, 118(2), 265-286. doi:10.1007/s10551-012-1588-8. | |
dc.relation.isbasedon | Pérez, A., de los Salmones, M. G., & del Bosque, I. R. (2013). The effect of corporate associations on consumer behaviour. European Journal of Marketing, 47(1/2), 218-238. doi:10.1108/03090561311285529. | |
dc.relation.isbasedon | Pinto, D. C., Nique, W. M., Añaña, E. D. S., & Herter, M. M. (2011). Green consumer values: how do personal values influence environmentally responsible water consumption? International Journal of Consumer Studies, 35(2), 122-131. doi:10.1111/j.1470-6431.2010.00962.x. | |
dc.relation.isbasedon | Rosenbaum, M. S. (2006). Exploring the social supportive role of third places in consumers' lives. Journal of Service Research, 9(1), 59-72. doi:10.1177/1094670506289530. | |
dc.relation.isbasedon | Salegna, G. J., & Goodwin, S. A. (2005). Consumer loyalty to service providers. An integrated conceptual model. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18(1), 51-67. | |
dc.relation.isbasedon | Salmones de los, M. G., Crespo, A. H., & del Bosque, I. R. (2005). Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 61(4), 369-385. doi:10.1007/s10551-005-5841-2. | |
dc.relation.isbasedon | Salmones de los, M. G., Pérez, A., & del Bosque, I. R. (2009). The social role of financial companies as a determinant of consumer behaviour. International Journal of Bank Marketing, 27(6), 467-485. doi:10.1108/02652320910988339. | |
dc.relation.isbasedon | Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243. doi:10.1509/jmkr.38.2.225.18838. | |
dc.relation.isbasedon | Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implications for advertising strategy. Journal of Advertising, 24(2), 71-82. doi:10.1080/00913367.1995.10673477. | |
dc.relation.isbasedon | Sloot, L. M., Verhoef, P. C., & Franses, P. H. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34. doi:10.1016/j.jretai.2005.01.001. | |
dc.relation.isbasedon | Smallbone, T. (2005). How can domestic households become part of the solution to England's recycling problems? Business Strategy and the Environment, 14(2), 110-122. doi:10.1002/bse.442. | |
dc.relation.isbasedon | Turker, D. (2009). Measuring corporate social responsibility: A scale development study. Journal of Business Ethics, 85(4), 411-427. doi:10.1007/s10551-008-9780-6. | |
dc.relation.isbasedon | Van Marrewijk, M. (2003). Concepts and definitions of CSR and corporate sustainability: between agency and communion. Journal of Business Ethics, 44(2-3), 95-105. doi:10.1007/978-94-007-4126-3_32. | |
dc.relation.isbasedon | Vlachos, P. A., & Vrechopoulos, A. P. (2012). Consumer–retailer love and attachment: Antecedents and personality moderators. Journal of Retailing and Consumer Services, 19(2), 218-228. doi:10.1016/j.jretconser.2012.01.003. | |
dc.relation.isbasedon | Wagner, T., Bicen, P., & Hall, Z. R. (2008). The dark side of retailing: towards a scale of corporate social irresponsibility. International Journal of Retail & Distribution Management, 36(2), 124-142. doi:10.1108/09590550810853075. | |
dc.relation.isbasedon | Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127-143. doi:10.1007/s11747-007-0015-7. | |
dc.relation.isbasedon | Wiidegren, Ö. (1998). The new environmental paradigm and personal norms. Environment and Behavior, 30(1), 75-100. doi:10.1177/0013916598301004. | |
dc.relation.isbasedon | Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(1) 31-46. doi:10.2307/1251929. | |
dc.relation.ispartof | Ekonomie a Management | cs |
dc.relation.ispartof | Economics and Management | en |
dc.relation.isrefereed | true | |
dc.rights | CC BY-NC | |
dc.subject | CSR | en |
dc.subject | brand loyalty | en |
dc.subject | consumer demographics | en |
dc.subject | retail banking | en |
dc.subject.classification | M31 | |
dc.title | The moderating influence of consumer demographics on the relationship between perceived CSR and brand loyalty in the Romanian retail banking sector | en |
dc.type | Article | en |
local.access | open | |
local.citation.epage | 202 | |
local.citation.spage | 187 | |
local.faculty | Faculty of Economics | |
local.fulltext | yes | |
local.relation.abbreviation | E+M | cs |
local.relation.abbreviation | E&M | en |
local.relation.issue | 4 | |
local.relation.volume | 20 |
Files
Original bundle
- Name:
- EM_4_2017_13.pdf
- Size:
- 1.12 MB
- Format:
- Adobe Portable Document Format
- Description:
- Článek