Cause-related marketing influence on consumer loyalty in a medium-sized city
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
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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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 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.1/14046 |
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 |
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.publisher.none.fl_str_mv |
MDPI |
publisher.none.fl_str_mv |
MDPI |
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) |
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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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