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

See all articles by Pavlos A. Vlachos

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Date Written: 2012

Abstract

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

Vlachos, Pavlos A., Corporate Social Responsibility and Consumer-Firm Emotional Attachment: Moderating Effects of Consumer Traits (2012). European Journal of Marketing, vol. 46, no. 11/12, pp. 1559-1581. Available at SSRN: https://ssrn.com/abstract=1141196

Pavlos A. Vlachos (Contact Author)

ALBA Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

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