scholarly journals Cause-Related Marketing Influence on Consumer Loyalty in a Medium-Sized City

2020 ◽  
Vol 12 (9) ◽  
pp. 3632
Author(s):  
Sebastian Molinillo ◽  
Pere Mercadé-Melé ◽  
Teresa De Noronha
Keyword(s):  
Customer Satisfaction ◽  
Consumer Loyalty ◽  
Face To Face ◽  
Cause Related Marketing ◽  
Social Actions ◽  
Proposed Model ◽  
Corporate Ability ◽  
Image Fit ◽  
Corporate Social ◽  
A Company

The purpose of this study is to analyze the effect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating effect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-face questionnaire completed by 421 respondents living in a medium-sized city. The results validated the proposed model and showed that the functional and image fit between social actions and companies are key antecedents of perceived corporate ability (CA) and company credibility. It was shown that CA directly influences customer satisfaction, that credibility indirectly influences customer satisfaction through perceived corporate social responsibility, and that satisfaction directly and positively impacts customer loyalty. Moreover, the influence of functional and image fit in the model were shown to be moderated by the type of publicizing medium. Specifically, the effect of functional fit on corporate ability is greater for traditional media (TM) than for social media (SM). On the other hand, the effect of image fit on corporate ability is greater for SM than for TM. The theoretical and practical implications of these results are discussed.

The Company and the Product: Corporate Associations and Consumer Product Responses

1997 ◽  
Vol 61 (1) ◽  
pp. 68-84 ◽  
Author(s):  
Tom J. Brown ◽  
Peter A. Dacin
Keyword(s):  
Social Responsibility ◽  
Shopping Mall ◽  
Systematic Research ◽  
Consumer Responses ◽  
Corporate Associations ◽  
Corporate Ability ◽  
Corporate Social ◽  
To Receive ◽  
A Company ◽  
Influence Perceptions

Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility (CSR) associations. The results of three studies, including one that measures respondents’ CA and CSR associations for well-known companies and one that uses consumers recruited in a shopping mall, demonstrate that (1) what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company, (2) CA and CSR associations may have different effects on consumer responses to products, and (3) products of companies with negative associations are not always destined to receive negative responses. The authors conclude by discussing the implications of these findings for marketing managers and further research.

Which can affect more? Cause marketing or cause-related marketing

2019 ◽  
Vol 10 (1) ◽  
pp. 304-322 ◽  
Author(s):  
Kambiz Heidarzadeh Hanzaee ◽  
Mona Sadeghian ◽  
Saeed Jalalian
Keyword(s):  
Corporate Social Responsibility ◽  
Customer Satisfaction ◽  
Social Responsibility ◽  
Social Marketing ◽  
Content Type ◽  
Repurchase Intentions ◽  
Cause Marketing ◽  
Service Companies ◽  
Cause Related Marketing ◽  
Corporate Social

Purpose The purpose of this study is to investigate the effects of corporate social responsibility on customer satisfaction, loyalty and repurchase with or without cause-related marketing or cause marketing across Islamic companies. Design/methodology/approach An experimental survey of Iranian university students was conducted to investigate the customer satisfaction, loyalty and purchase intention with companies using social marketing methods such as corporate social responsibility along with cause marketing and cause-related marketing. A total of 400 usable surveys were obtained in SRBIA University of Tehran, while possessing the greatest ability to consume more hoteling services companies and mobile producers beyond Iranian students. Findings The results indicated that through an experimental research by including social marketing in products or service companies such as mobile producers and hotel services companies in Iran (as an Islamic country), there are same levels of loyalty and repurchase intentions, but different levels of customer’s satisfaction. Furthermore, the authors found out there is no significant difference regarding the effect of cause marketing and cause-related marketing on loyalty and repurchase intentions. Also, it is different on customer’s satisfaction given the company type. Research limitations/implications The sampling frame for this research was limited to students in one of Iran capital city universities. The results are not exactly generalized to all the populations for Iranian product or service consumers. Also, the sampling methods used in this research might have generated bias due to time and resources constraints. So, it is recommended for future studies to consider broader samplings more than university students and beyond only the consumers of international product or service companies. Originality/value No study has used corporate social responsibilities to explain customer satisfaction while providing cause marketing and cause-related marketing as corporate social marketing in service companies influencing the customer loyalty and repurchase intentions.

CSR communications strategies through social media and influence on e-reputation

2016 ◽  
Vol 54 (2) ◽  
pp. 363-389 ◽  
Author(s):  
Vincent Dutot ◽  
Eva Lacalle Galvez ◽  
David W. Versailles
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Content Type ◽  
Csr Communication ◽  
The Social ◽  
Corporate Ability ◽  
Corporate Social ◽  
A Company ◽  
Communications Strategies

Purpose – Publics are becoming responsible customers that urge firms to improve society. By using social media, corporate social responsibility (CSR) actions could influence organization’s commitment and e-reputation. The purpose of this paper is to look at the influence on e-reputation of communication strategies (i.e. corporate ability and CSR) on social media. Design/methodology/approach – Four international companies (Danone, Renault, Orange and BNP Paribas) were studied and a content analysis was performed: Leximancer for the social media content (between 25 and 50 pages for each company) on a six-month period; and Social Mention for the measurement of e-reputation. Findings – Results show that there is a link between CSR communication strategies and e-reputation. More precisely, by using a corporate ability strategy (focus on product quality or innovation R & D), a company can increase its e-reputation better than on a common CSR communication strategy. Research limitations/implications – This study is based on only four companies (from four different industries) and would profit from a larger base for analysis. Second, the content the authors analyzed was generated by the company on their own social media. Originality/value – This exploratory study is one of the first to look at the influence of CSR communication strategies on e-reputation and tries to see how companies’ action on social media can change the way they are perceived by their customers. It completes the current literature by defining how CSR communications strategies should be declined for in order to influence customers.

scholarly journals CSR ACTIVITIES AND CONSUMER LOYALTY: THE EFFECT OF THE TYPE OF PUBLICIZING MEDIUM

2018 ◽  
Vol 19 (3) ◽  
pp. 431-455 ◽  
Author(s):  
Pere Mercadé-Melé ◽  
Sebastian Molinillo ◽  
Antonio Fernández-Morales ◽  
Lucia Porcu
Keyword(s):  
Structural Equation ◽  
Social Medium ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Socially Responsible ◽  
Cause Related Marketing ◽  
Medium Model ◽  
Corporate Credibility ◽  
Two Samples ◽  
Corporate Social

This research develops a model to predict the effect of advertising a socially responsible activity on perceived corporate social responsibility (CSR) and its influence on consumer loyalty. It examines the relationships between company-cause congruence, corporate credibility, altruism attribution and perceived CSR, and CSR with consumer loyalty, and analyzes the moderating effect of the type of communication medium (i.e. traditional medium vs. social medium). This study is original because it fills the gap in the CSR communication literature in the evaluation of how the use of one or another type of medium to advertise a cause related marketing activity influences the effect of perceived CSR on consumer loyalty. An empirical study was conducted with two samples of consumers, each of which was exposed to the same advertisement, inserted in either a newspaper or posted on a social network. Data were analyzed using structural equation modeling. The results carry implications for CSR activities and communications management as they validate the proposed model that integrates the antecedents of perceived CSR and its influence on loyalty, and show that the traditional medium model has a better fit and its overall effect is greater than the social medium model. From a practical perspective, this study has several implications regarding the importance of communicating CSR activities.

scholarly journals Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

2019 ◽  
Vol 11 (2) ◽  
pp. 535 ◽  
Author(s):  
Marco Lerro ◽  
Maria Raimondo ◽  
Marcello Stanco ◽  
Concetta Nazzaro ◽  
Giuseppe Marotta
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Environmental Initiatives ◽  
Cause Related Marketing ◽  
Environmental Causes ◽  
Corporate Social ◽  
A Company ◽  
Shed Light ◽  
Structured Questionnaire

The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.

PENGARUH JASA PELAYANAN FREIGHT FORWARDING TERHADAP KEPUASAN PELANGGAN

2018 ◽  
Author(s):  
Andar Sri Sumantri ◽  
Radix Nugrahanto
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Secondary Data ◽  
Sampling Technique ◽  
Positive Influence ◽  
Linear Regression Equation ◽  
Independent Variables ◽  
Freight Forwarder ◽  
Freight Forwarding ◽  
A Company

<p>Customer is an important factor for the survival of a company. At a time, company sometimes didn’t know the level of customer satisfaction. If the company continues with this situation, the company would not know the next strategies to develop the company. There are many factors that connected with customer such as trust, facility and service quality. This research objective is to analyze if there is a positive influence, both individually and simultaneously between independent variables which are trust, facility and service quality to the dependent variable which is customers. In this research the object are the customers of PT Panah Persada Logisindo Semarang. The data sources are primary and secondary data using sampling technique of 80 respondents. The results of multiple linear regression equation show that there is a positive influence and partial significant between (t= 3,543 &gt; ttebal = 1, 99167) Trust, (t=4,976 &gt;ttebal=1,99167 ) Facility and (t =3,908 &gt; ttebal= 1, 99167) Service Quality effected by customer satisfaction.</p><p><strong>Keywords: Trust, Facility, Service Quality, Customer Satisfaction</strong></p><p>Kepuasaan Pelanggan merupakan faktor penting terhadap kelangsungan hidup sebuah perusahaan. Masalah yang dihadapi perusahaan saat ini berkaitan dengan tidak diketahuinya kepuasaan Pelanggan setiap tahun, Jika ini dibiarkan terus menerus, perusahaan tidak dapat menentukan strategi untuk meningkakan kepuasaan pelanggan. Ada banyak faktor yang mempengaruhi Kepuasaan Pelanggandipengaruhi oleh kepercayaan, fasilitas dan Kualitas Pelayanaan. Perumusan masalah, tujuan penelitian dan hipotesis pada latar belakang masalah dan tujuan penelitian ini untuk menganalisis adakah pengaruh yang positif baik secara individual dan simultan antara variabel independen yaitu kepercayaan, fasilitas, kualitas pelayanaan terhadap variabel dependen yaitu Kepuasaan Pelanggan. Pada penelitian ini obyek yang diambil pengguna jasa Freight forwarder PT Panah Persana Logisindo Semarang Sumber data meliputi data primer dan sekunder. Sampel pada penelitian ini adalah 80 responden teknik sampling yang digunakan seluruh populasi dijadikan sample. Berdasarkan hasil penelitian dan analisis berganda dihasilkan persamaan : Hasil persamaan regresi linear berganda menunjukkan bahwa ada pengaruh yang positif dan signifikan secara parsial antara ( t hitung = 3,543&gt; t tabel = 1,99167) kepercayaan, (t hitung4,976 &gt; t tabel =1,99167) Fasilitas ( t hitung = 3,908&gt; t tabel = 1,99167) Kualitas pelayanaan terhadap Kepuasaan Pelanggan.</p><p><strong>Kata kunci : Kepercayaan, Fasilitas, Kualitas Pelanggan. Kepuasaan Pelanggan</strong></p>

PENERAPAN CORPORATE SOCIAL RESPONSIBILITY DALAM PENGELOLAAN WAKAF PRODUKTIF

2020 ◽  
Vol 3 (1) ◽  
Author(s):  
Masruchin Masruchin
Keyword(s):  
Environmental Impacts ◽  
Infrastructure Development ◽  
Religious Activities ◽  
Short Term ◽  
Local Society ◽  
Business Units ◽  
Corporate Social ◽  
The Impact ◽  
A Company ◽  
Social And Environmental Impacts

Corporate Social Responsibilityis a concept that a company has various forms of responsibility to all stakeholders including consumers, employees, shareholders, communities and the environment in all aspects of the company's operations that include economic, social, and environmental aspects. Therefore CSR is closely related to "sustainable development", in which a company, in carrying out its activities must base its decisions not only on the impact on economic aspects, such as the level of profits or dividends (profits), but also must consider the social and environmental impacts that arise from that decision, both for the short term and the longer term.Pondok Modern Darussalam Gontor (PMDG), in managing its Productive Waqf by establishing business units which mostly involve workers from the local society around PMDG. They are employed according to their skills. This is a form of implementing CSR in order to help advance and improve the welfare of the local society. The existence of these various business units is one of the educational facilities and as a form of CSR application which is actually intended to educate in the fields of independence, entrepreneurship, sincerity and sacrifice.PMDG involvement in social activities that are useful for the local society such as infrastructure development and village facilities, regeneration of students who are from around PMDG to be able to get higher education with funding from the PMDG, doing guidance to the local society through various religious activities, educational and economic activities is a form of PMDG responsibility to the local society environment and also to all stakeholders such as students, Ustadz, employees, so as to provide social and environmental impacts for the short term and the longer term.Keywords: Corporate Social Responsibilityandproductive waqf.

Sign in / Sign up

Export Citation Format

Share Document