Cause-related marketing influence on consumer loyalty in a medium-sized city

Detalhes bibliográficos
Autor(a) principal: Molinillo, Sebastian
Data de Publicação: 2020
Outros Autores: Mercadé-Melé, Pere, De Noronha, Maria Teresa
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.1/14046
Resumo: The purpose of this study is to analyze the e ect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating e ect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-face questionnaire completed by 421 respondents living in a medium-sized city. The results validated the proposed model and showed that the functional and image fit between social actions and companies are key antecedents of perceived corporate ability (CA) and company credibility. It was shown that CA directly influences customer satisfaction, that credibility indirectly influences customer satisfaction through perceived corporate social responsibility, and that satisfaction directly and positively impacts customer loyalty. Moreover, the influence of functional and image fit in the model were shown to be moderated by the type of publicizing medium. Specifically, the e ect of functional fit on corporate ability is greater for traditional media (TM) than for social media (SM). On the other hand, the e ect of image fit on corporate ability is greater for SM than for TM. The theoretical and practical implications of these results are discussed.
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spelling Cause-related marketing influence on consumer loyalty in a medium-sized cityCause-related marketingStructural equation modellingConsumer behaviorCorporate communicationsCorporate social responsibilityLoyaltyThe purpose of this study is to analyze the e ect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating e ect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-face questionnaire completed by 421 respondents living in a medium-sized city. The results validated the proposed model and showed that the functional and image fit between social actions and companies are key antecedents of perceived corporate ability (CA) and company credibility. It was shown that CA directly influences customer satisfaction, that credibility indirectly influences customer satisfaction through perceived corporate social responsibility, and that satisfaction directly and positively impacts customer loyalty. Moreover, the influence of functional and image fit in the model were shown to be moderated by the type of publicizing medium. Specifically, the e ect of functional fit on corporate ability is greater for traditional media (TM) than for social media (SM). On the other hand, the e ect of image fit on corporate ability is greater for SM than for TM. The theoretical and practical implications of these results are discussed.Plan Andaluz de Investigación, Desarrollo e Innovación (PAIDI) de la Junta de Andalucía: Grupo SEJ-567MDPISapientiaMolinillo, SebastianMercadé-Melé, PereDe Noronha, Maria Teresa2020-06-22T13:24:43Z2020-052020-05-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.1/14046eng10.3390/su120936322071-1050info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-24T10:26:16Zoai:sapientia.ualg.pt:10400.1/14046Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:05:06.915213Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Cause-related marketing influence on consumer loyalty in a medium-sized city
title Cause-related marketing influence on consumer loyalty in a medium-sized city
spellingShingle Cause-related marketing influence on consumer loyalty in a medium-sized city
Molinillo, Sebastian
Cause-related marketing
Structural equation modelling
Consumer behavior
Corporate communications
Corporate social responsibility
Loyalty
title_short Cause-related marketing influence on consumer loyalty in a medium-sized city
title_full Cause-related marketing influence on consumer loyalty in a medium-sized city
title_fullStr Cause-related marketing influence on consumer loyalty in a medium-sized city
title_full_unstemmed Cause-related marketing influence on consumer loyalty in a medium-sized city
title_sort Cause-related marketing influence on consumer loyalty in a medium-sized city
author Molinillo, Sebastian
author_facet Molinillo, Sebastian
Mercadé-Melé, Pere
De Noronha, Maria Teresa
author_role author
author2 Mercadé-Melé, Pere
De Noronha, Maria Teresa
author2_role author
author
dc.contributor.none.fl_str_mv Sapientia
dc.contributor.author.fl_str_mv Molinillo, Sebastian
Mercadé-Melé, Pere
De Noronha, Maria Teresa
dc.subject.por.fl_str_mv Cause-related marketing
Structural equation modelling
Consumer behavior
Corporate communications
Corporate social responsibility
Loyalty
topic Cause-related marketing
Structural equation modelling
Consumer behavior
Corporate communications
Corporate social responsibility
Loyalty
description The purpose of this study is to analyze the e ect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating e ect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-face questionnaire completed by 421 respondents living in a medium-sized city. The results validated the proposed model and showed that the functional and image fit between social actions and companies are key antecedents of perceived corporate ability (CA) and company credibility. It was shown that CA directly influences customer satisfaction, that credibility indirectly influences customer satisfaction through perceived corporate social responsibility, and that satisfaction directly and positively impacts customer loyalty. Moreover, the influence of functional and image fit in the model were shown to be moderated by the type of publicizing medium. Specifically, the e ect of functional fit on corporate ability is greater for traditional media (TM) than for social media (SM). On the other hand, the e ect of image fit on corporate ability is greater for SM than for TM. The theoretical and practical implications of these results are discussed.
publishDate 2020
dc.date.none.fl_str_mv 2020-06-22T13:24:43Z
2020-05
2020-05-01T00:00:00Z
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url http://hdl.handle.net/10400.1/14046
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.3390/su12093632
2071-1050
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dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
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