The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/30396 |
Resumo: | CSR has become an ethical and business imperative given the migration of market towards sustainable consumption. Hence, companies have been endeavoring to associate their brands to social responsibility, intending (also) to instrumentally leverage their brand equity and return. However, this research has been mainly deployed in socio-economic contexts of relative well-being in which economic stability has been the watermark as regards consumers’ expectations. Recent events challenged this economic stability in the form of inflation and a negative outlook as regards purchasing power. Thus, we asked to which extent the added value attached to a socially responsible brand persists in this new context. This study is design to understand how extensively consumers are available to pay premium price for products of socially responsible companies, when considering their inflation expectations as well as their purchasing power expectations as boundary conditions. With a sample of 141 coffee consumers this study tests a moderated mediation model that links CSR brand to the intention to pay premium via Brand equity, while testing the interaction effect that expected inflation and purchasing power changes have on this mediation. Findings suggest the mediation is effective and that it endures even when the inflationary expectations and the purchasing power loss are observed. These findings are discussed at the light of theory and their implications drafted as regards both the theoretical and applied domains. |
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The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive valueInflação -- inflationWillingness to pay a premium priceResponsabilidade social das empresas -- Corporate social responsibilityBrand equityDisponibilidade para pagar preço premiumEquidade da marcaCSR has become an ethical and business imperative given the migration of market towards sustainable consumption. Hence, companies have been endeavoring to associate their brands to social responsibility, intending (also) to instrumentally leverage their brand equity and return. However, this research has been mainly deployed in socio-economic contexts of relative well-being in which economic stability has been the watermark as regards consumers’ expectations. Recent events challenged this economic stability in the form of inflation and a negative outlook as regards purchasing power. Thus, we asked to which extent the added value attached to a socially responsible brand persists in this new context. This study is design to understand how extensively consumers are available to pay premium price for products of socially responsible companies, when considering their inflation expectations as well as their purchasing power expectations as boundary conditions. With a sample of 141 coffee consumers this study tests a moderated mediation model that links CSR brand to the intention to pay premium via Brand equity, while testing the interaction effect that expected inflation and purchasing power changes have on this mediation. Findings suggest the mediation is effective and that it endures even when the inflationary expectations and the purchasing power loss are observed. These findings are discussed at the light of theory and their implications drafted as regards both the theoretical and applied domains.A responsabilidade social das empresas (RSE) tem vindo a afirmar-se como um imperativo ético e de negócios dada a migração dos mercados para o consumo sustentável. Assim, as empresas têm procurado associar à sua marca a ideia de responsabilidade social, com o intuito (também) instrumental de alavancar o valor de marca e o seu retorno. Porém, esta investigação tem sido conduzida sobretudo em contextos económicos de relativo bem-estar em que a estabilidade económica marca as expectativas dos consumidores. Os eventos recentes vieram desafiar esta estabilidade sob a forma de inflação e um outlook negativo quanto ao poder de compra. Assim, coloca-se a questão de saber em que medida as mais-valias associadas a uma marca socialmente responsável perduram neste novo contexto. Este estudo procura compreender em que medida os consumidores apresentam disponibilidade para pagar um preço premium por produtos de empresas socialmente responsáveis considerando as expectativas de inflação e poder de compra como condições de fronteira. Com uma amostra de 141 consumidores de café, o estudo testa um modelo de mediação moderada que liga a responsabilidade social da marca à intenção de pagar premium através do valor de marca, enquanto testa o efeito de interação que a expectativa de inflação e de poder de compra exercem nesta mediação. Os resultados sugerem que a mediação é efetiva, e que persiste mesmo quando as expectativas inflacionistas e/ou perda de poder de compra são observadas. Estes resultados são discutidos à luz da teoria e as suas implicações derivadas no domínio teórico e aplicado.2024-01-15T10:37:35Z2023-12-22T00:00:00Z2023-12-222023-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/30396TID:203445678engRibeiro, Abel da Fonsecainfo: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:RCAAP2024-01-21T01:19:20Zoai:repositorio.iscte-iul.pt:10071/30396Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:52:35.065202Repositório 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 |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value |
title |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value |
spellingShingle |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value Ribeiro, Abel da Fonseca Inflação -- inflation Willingness to pay a premium price Responsabilidade social das empresas -- Corporate social responsibility Brand equity Disponibilidade para pagar preço premium Equidade da marca |
title_short |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value |
title_full |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value |
title_fullStr |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value |
title_full_unstemmed |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value |
title_sort |
The price of social responsibility: Does inflation expectation apply? An approach to corporate social responsibility competitive value |
author |
Ribeiro, Abel da Fonseca |
author_facet |
Ribeiro, Abel da Fonseca |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ribeiro, Abel da Fonseca |
dc.subject.por.fl_str_mv |
Inflação -- inflation Willingness to pay a premium price Responsabilidade social das empresas -- Corporate social responsibility Brand equity Disponibilidade para pagar preço premium Equidade da marca |
topic |
Inflação -- inflation Willingness to pay a premium price Responsabilidade social das empresas -- Corporate social responsibility Brand equity Disponibilidade para pagar preço premium Equidade da marca |
description |
CSR has become an ethical and business imperative given the migration of market towards sustainable consumption. Hence, companies have been endeavoring to associate their brands to social responsibility, intending (also) to instrumentally leverage their brand equity and return. However, this research has been mainly deployed in socio-economic contexts of relative well-being in which economic stability has been the watermark as regards consumers’ expectations. Recent events challenged this economic stability in the form of inflation and a negative outlook as regards purchasing power. Thus, we asked to which extent the added value attached to a socially responsible brand persists in this new context. This study is design to understand how extensively consumers are available to pay premium price for products of socially responsible companies, when considering their inflation expectations as well as their purchasing power expectations as boundary conditions. With a sample of 141 coffee consumers this study tests a moderated mediation model that links CSR brand to the intention to pay premium via Brand equity, while testing the interaction effect that expected inflation and purchasing power changes have on this mediation. Findings suggest the mediation is effective and that it endures even when the inflationary expectations and the purchasing power loss are observed. These findings are discussed at the light of theory and their implications drafted as regards both the theoretical and applied domains. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-22T00:00:00Z 2023-12-22 2023-09 2024-01-15T10:37:35Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/30396 TID:203445678 |
url |
http://hdl.handle.net/10071/30396 |
identifier_str_mv |
TID:203445678 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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