What makes the corporate social responsibility impact on Customer–Company identification stronger? A meta-analysis

IF 5.9 2区 管理学 Q1 BUSINESS
Valter Afonso Vieira , Jeremy S. Wolter , Clécio Falcão Araujo , Ricardo Saraiva Frio
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引用次数: 3

Abstract

Customer–company identification (CCI) has been highlighted as an important mechanism that explains the relationship between corporate social responsibility (CSR) and customer outcomes such as customer loyalty and word-of-mouth (WOM). However, findings on when and how this mechanism works are mixed. To uncover the viability and strength of CSR’s indirect effect on customer outcomes through CCI, we conduct a meta-analysis testing a moderated mediated framework. This analysis incorporates 237 independent effect sizes from 58,766 individuals and 86 papers to examine the indirect effect of CSR on customer loyalty and WOM through CCI, while simultaneously testing a range of substantive and control moderators. The results reveal that 1) CSR has a main effect on CCI, 2) CCI mediates the effect of CSR on customer loyalty and WOM, and 3) there are significant theoretical moderators that amplify and reduce CSR’s relationship with CCI. The paper’s year of publication and industry controversy (versus non-controversy) mitigate the relationship between CSR and CCI, while collectivism and a holistic focus augment it.

企业社会责任对顾客-公司认同的影响为何更强?一个荟萃分析
客户-公司识别(CCI)已被强调为解释企业社会责任(CSR)与客户结果(如客户忠诚度和口碑)之间关系的重要机制。然而,关于这一机制何时以及如何运作的研究结果喜忧参半。为了揭示企业社会责任通过CCI对客户结果的间接影响的可行性和强度,我们对一个适度中介框架进行了荟萃分析测试。该分析纳入了58766人的237个独立效应大小和86篇论文,通过CCI检验了企业社会责任对客户忠诚度和口碑的间接影响,同时测试了一系列实质性和控制性调节因子。研究结果表明:1)企业社会责任对CCI有主要影响,2)CCI介导企业社会责任在客户忠诚度和口碑方面的影响,3)存在显著的理论调节因子,放大和减少企业社会责任与CCI的关系。该论文的发表年份和行业争议(与非争议相比)缓解了企业社会责任和CCI之间的关系,而集体主义和整体关注增强了这种关系。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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