Corporate Social Responsibility and Consumer-Firm Emotional Attachment: Moderating Effects of Consumer Traits
European Journal of Marketing, vol. 46, no. 11/12, pp. 1559-1581
20 Pages Posted: 17 Jun 2008 Last revised: 28 Nov 2014
Date Written: 2012
This experiment examined the influence of corporate responsibility on consumer-firm emotional attachment. Scenarios were created to manipulate corporate responsibility including domains like environmental protection, treatment of employees and charitable giving. Importantly, in contrast to past corporate responsibility studies this research investigates the role of personality variables as moderating factors. Results indicate that corporate responsibility influences consumer-firm emotional attachment and that the latter constitutes an unrecognized mediational pathway on the corporate responsibility-loyalty link. Further, results identify the moderating/strengthening role of need for activity, self-enhancement and altruism on the corporate responsibility-emotional attachment link. Finally, attributions are likely to moderate the moderating role of consumer altruism.
Keywords: Corporate Social Responsibility, Emotional Attachment, Personality Traits, Experiment
JEL Classification: M31
Suggested Citation: Suggested Citation