Curvilinear Effects of Corporate Social Responsibility and Benevolence on Loyalty

Corporate Reputation Review, vol. 16, no. 4, pp. 248–262 (Lead Article)

29 Pages Posted: 14 Jul 2009 Last revised: 29 Nov 2014

Pavlos A. Vlachos

Areti Krepapa

American College of Greece (DEREE) - Graduate School of DEREE

Nikolaos G. Panagopoulos

Ohio University

Argiris Tsamakos

Athens University of Economics and Business

Date Written: August 28, 2013

Abstract

Building consumer loyalty remains a key priority but is also problematic for managers, since many loyalty improvement programs based on corporate associations investments regularly fail to deliver intended results. A possible explanation for this unpleasant situation likely relates to managers’ focus in maximizing rather than optimizing investments in loyalty improvement programs. Building on the corporate social responsibility (CSR) and trust literatures this study conceptualizes and empirically examines the non-linear effects of multiple loyalty and trust determinants, including values-driven CSR motivations, service quality, benevolence and trust. Results suggest the hygiene role of values-driven CSR-induced attributions, the motivator role of consumer benevolence and the bivalent mechanisms of perceived service quality and trust. Furthermore, the study recognizes consumer trust as an important mediating mechanism through which the postulated curvilinearities affect loyalty intentions. The study contributes to the study of consumer loyalty and trust mechanisms, by recognizing these mechanisms as being non-linear and complex.

Keywords: Corporate Social Responsibility, Benevolence, Service Quality, Loyalty, Curvilinear Mechanisms

JEL Classification: M31

Suggested Citation

Vlachos, Pavlos A. and Krepapa, Areti and Panagopoulos, Nikolaos G. and Tsamakos, Argiris, Curvilinear Effects of Corporate Social Responsibility and Benevolence on Loyalty (August 28, 2013). Corporate Reputation Review, vol. 16, no. 4, pp. 248–262 (Lead Article). Available at SSRN: https://ssrn.com/abstract=1396643 or http://dx.doi.org/10.2139/ssrn.1396643

Areti Krepapa

American College of Greece (DEREE) - Graduate School of DEREE ( email )

Gravias 6, Aghia Paraskevi
Athenes, 153-42
Greece

Nikolaos G. Panagopoulos

Ohio University ( email )

Athens, OH 45701-2979
United States

Argiris Tsamakos

Athens University of Economics and Business ( email )

76 Patission Street
Athens, 104 34
Greece

No contact information is available for Pavlos A. Vlachos

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