The impact of corporate social responsibility on customer attitudes and retention—the moderating role of brand success indicators

Jenny Doorn (), Marjolijn Onrust, Peter C. Verhoef and Marnix S. Bügel
Additional contact information
Jenny Doorn: University of Groningen
Marjolijn Onrust: University of Groningen
Peter C. Verhoef: University of Groningen
Marnix S. Bügel: MIcompany

Marketing Letters, 2017, vol. 28, issue 4, No 9, 607-619

Abstract: Abstract Although many studies report positive effects of corporate social responsibility (CSR) on customer attitudes, recent literature shows that the effectiveness of CSR initiatives critically varies among consumers, brands, and companies. Using 1375 customer responses about 93 brands in 18 industries, we examine how perceived CSR relates to customer attitudes and actual retention 2 years later, and specifically how this relationship may be contingent on brand characteristics. Our results indicate that perceived CSR can indeed compensate for the absence of a strong brand or smaller advertising budgets, but not for lack of innovativeness. Companies that simultaneously do good and innovate are rewarded with more positive customer attitudes and higher levels of customer retention.

Keywords: Corporate social responsibility; Customer retention; Innovativeness (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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DOI: 10.1007/s11002-017-9433-6

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