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The Moderating Effects of Demographics on the Relationship Between Perceived CSR and Brand Loyalty in the Mobile Telecom Sector

Author

Listed:
  • Ovidiu-Ioan Moisescu

    (Babeș-Bolyai University, Faculty of Economics and Business Administration, Romania)

Abstract

The goal of the paper is to analyze the demographic discrepancies in the relationship between customers’ perceptions of corporate social responsibility (CSR) and their loyalty towards mobile telecommunication companies, within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. For this purpose, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban areas of Romania. The findings emphasize several significant dissimilarities between gender, age, education and residence type based consumer categories in what concerns the impact of various CSR dimensions, as perceived by customers, on corporate brand loyalty. The results have practical implications for enhancing corporate brand loyalty in the regional mobile telecommunication market by outlining those CSR policies which should have priority in implementation and, especially, communication.

Suggested Citation

  • Ovidiu-Ioan Moisescu, 2017. "The Moderating Effects of Demographics on the Relationship Between Perceived CSR and Brand Loyalty in the Mobile Telecom Sector," Society and Economy, Akadémiai Kiadó, Hungary, vol. 39(1), pages 109-124, March.
    • Handle: RePEc:aka:soceco:v:39:y:2017:i:1:p:109-124
    Note: This work was supported by the Babeș-Bolyai University through the Young Researchers Grants (Granturi pentru tinerii cercetători), project number 31802/2016.
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    Citations

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    Cited by:

    1. Ovidiu I. Moisescu & Oana A. Gică & Victor O. Müller & Camelia Ancuța Müller, 2019. "Can Corporate Fairness towards Public Authorities Enhance Customer Loyalty? A Multi-Sectorial Investigation in a Developing Country," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    2. Juan J. Nájera-Sánchez, 2019. "A Systematic Review of Sustainable Banking through a Co-Word Analysis," Sustainability, MDPI, vol. 12(1), pages 1-23, December.
    3. Ovidiu-Ioan Moisescu & Oana-Adriana Gică, 2020. "The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y," IJERPH, MDPI, vol. 17(18), pages 1-21, September.

    More about this item

    Keywords

    CSR; brand loyalty; demographics; mobile telecommunication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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