“I Need You Too!â€\x9D Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility

Longinos Marin and Salvador Ruiz ()

Journal of Business Ethics, 2007, vol. 71, issue 3, 245-260

Abstract: The extent to which people identify with an organization is dependent on the attractiveness of the organizational identity, which helps individuals satisfy one or more important self-definitional needs. However, little is known about the antecedents of company identity attractiveness (IA) in a consumer–company context. Drawing on theories of social identity and organizational identification, a model of the antecedents of IA is developed and tested. The findings provide empirical validation of the relationship between IA and corporate associations perceived by consumers. Our results demonstrate that the Corporate Social Responsibility (CSR) contribution to company IA is much stronger than that of Corporate Ability (CA). This may be linked to increasing competition and of decreasing CA-based variation in the marketplace. Copyright Springer 2007

Keywords: consumer behavior; corporate social responsibility; identification; identity attractiveness; relationship marketing (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (49)

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DOI: 10.1007/s10551-006-9137-y

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