The spillover of CSR perceptions for market shaping: Portuguese banking industry

• Autor(a) principal: Cristo, Laura Filipa Barbosa de
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/23895
• topic: Customer loyalty; Brand trust; Corporate social responsibility; Competition; Spillover; Lealdade do cliente; Confiança na marca; Responsabilidade social e corporativa; Competição

Adopting a multi-theoretical approach to CSR, this thesis speculates whether customer loyalty and brand trust, mediated by stakeholder perceptions of banking performance - competitive and socially responsible - can spillover into the competitive sphere directly and indirectly, due to market pressures generated by impact of CSR's reputation. Such is attributable to customers associations, who actively shape the competitive game through the application of their endowed market power to penalize or favour the Banks that, respectively, impose their accountability or not. Accordingly, results from the structural equation modelling (SEM) hypothesis testing from 176 questionnaire respondents’ perceptions, indicated that most relations are significant, above all, the strong mediation of the competitive banking performance in the link between brand trust and CSR spillover. The exceptions were the rest of the indirect effects and, surprisingly, the direct effects of the relation between CSR performance and its spillover, and between CSR spillover and customer loyalty. Such results signal the fundamental role that brand trust plays for the occurrence of CSR spillover, suggesting that general banking CSR impressions are leveraged by customers' perceptions of banks' competitive performance, as they foster closer and more grounded interactions with this type of performance, conjecturing it as their entitled participation on the bank's social responsibility performance.