Does CSR initiatives drives consumer identification and brand preference?

• Autor(a) principal: Correia, Vera Castela Abecasis Nunes
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26949
• topic: Corporate Social Responsibility; Consumer identification; Brand preference; Responsabilidade social; Identificação do consumidor; Preferência de marca; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Leaders perceive CSR nowadays as an imperative in the global marketplace, but how do companies reach consumers more effectively with their CSR strategies? This research investigates whether CSR initiatives may generate consumer identification and brand preference. To answer our research question, we conducted a qualitative study, with Focus Groups, and explore what generates consumer identification with brands, which factors lead to brand preference and how CSR relates with both brand identification and brand preference. The findings show that CSR is a mentioned factor pointed out several times from participants when discussing the drivers of Consumer-Company Identification and Brand Preference. Also, that CSR is not enough most times to drive brand preference since there is a wide range of variables consumers consider in their purchase decisions, however, consumer identification with CSR initiatives plays an important role in capturing consumers. Based on the results we discuss how to draw effective CSR campaigns, increasing the likelihood of generating consumer identification with the cause and consequently increasing the likelihood of purchase from consumers.