New insights on consequences of corporate associations - an investigation of mediators and moderator in Indian context
B. Saju,
Kalyani Rangarajan,
K. Harikrishnan and
S. Joseph Jeya Anand
International Journal of Business Excellence, 2017, vol. 12, issue 1, 102-126
Abstract:
This research investigates the joint mediating role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favourable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context. Using an online survey of Indian consumers, the study also investigates the moderating role of gender on affective identification and personal satisfaction as influenced by perceived CSR. Consistent with previous research in corporate associations theory, findings validate the impact of affective identification while extending prior works by incorporating feelings of personal satisfaction as a joint mediator on loyalty intention. The study reveals new insights as it finds women have stronger affective identification with the company compared to men whereas feelings of personal satisfaction is not moderated by gender. Implication relate to corporate branding and positioning based on strategic CSR.
Keywords: affective identification; corporate associations; perceived CSR; consumer loyalty; corporate social responsibility; corporate expertise; gender; personal satisfaction; mediating role; moderation; structural equation modelling; SEM; India; corporate positioning; corporate branding. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://www.inderscience.com/link.php?id=83341 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:12:y:2017:i:1:p:102-126
Access Statistics for this article
More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().