Creating advocates: understanding the roles of CSR and firm innovativeness

Syed Shujaat Ali Shah () and Zia Khan ()
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Syed Shujaat Ali Shah: FAST School of Management, the National University of Computer and Emerging Sciences, Lahore Campus
Zia Khan: FAST School of Management, the National University of Computer and Emerging Sciences, Lahore Campus

Journal of Financial Services Marketing, 2021, vol. 26, issue 2, No 3, 95-106

Abstract: Abstract Although previous studies revealed the positive effect of CSR perceptions on customer behaviour, the relationship between CSR and perceived firm innovativeness (PFI) has been underexplored. The purpose of this paper is twofold. First, it attempts to propose and validate a model to comprehend the relationship between CSR and PFI. Second, it aims to investigate the mediating role of corporate image stemming from CSR and PFI in order to foster customer advocacy intentions. Data were collected from 360 customers of the retail banking industry in Pakistan, and the results indicate that customers’ CSR perceptions directly and positively influence PFI. Interestingly, corporate image fully mediates the relationship between PFI and advocacy intentions, whereas it plays a partial mediation role in the CSR-advocacy intentions relationship. The findings of this research expand the corpus regarding the roles of CSR and PFI in creating advocacy intentions among customers through the corporate image.

Keywords: Perceived firm innovativeness; Corporate social responsibility; Corporate image; Advocacy intentions; Banking industry; PLS-SEM (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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DOI: 10.1057/s41264-020-00084-8

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