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“I Need You Too!â€\x9D Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility

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  • Longinos Marin
  • Salvador Ruiz

    ()

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    Abstract

    The extent to which people identify with an organization is dependent on the attractiveness of the organizational identity, which helps individuals satisfy one or more important self-definitional needs. However, little is known about the antecedents of company identity attractiveness (IA) in a consumer–company context. Drawing on theories of social identity and organizational identification, a model of the antecedents of IA is developed and tested. The findings provide empirical validation of the relationship between IA and corporate associations perceived by consumers. Our results demonstrate that the Corporate Social Responsibility (CSR) contribution to company IA is much stronger than that of Corporate Ability (CA). This may be linked to increasing competition and of decreasing CA-based variation in the marketplace. Copyright Springer 2007

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    File URL: http://hdl.handle.net/10.1007/s10551-006-9137-y
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    Bibliographic Info

    Article provided by Springer in its journal Journal of Business Ethics.

    Volume (Year): 71 (2007)
    Issue (Month): 3 (March)
    Pages: 245-260

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    Handle: RePEc:kap:jbuset:v:71:y:2007:i:3:p:245-260

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    Web page: http://www.springerlink.com/link.asp?id=100281

    Related research

    Keywords: consumer behavior; corporate social responsibility; identification; identity attractiveness; relationship marketing;

    References

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    1. Balazs, Anne L., 1990. "Value congruency : The case of the "socially responsible" firm," Journal of Business Research, Elsevier, vol. 20(2), pages 171-181, March.
    2. Czepiel, John A., 1990. "Service encounters and service relationships: Implications for research," Journal of Business Research, Elsevier, vol. 20(1), pages 13-21, January.
    3. McCracken, Grant, 1986. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, University of Chicago Press, vol. 13(1), pages 71-84, June.
    4. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
    5. Johnson, Devon & Grayson, Kent, 2005. "Cognitive and affective trust in service relationships," Journal of Business Research, Elsevier, vol. 58(4), pages 500-507, April.
    6. Webster, Frederick E, Jr, 1975. " Determining the Characteristics of the Socially Conscious Consumer," Journal of Consumer Research, University of Chicago Press, vol. 2(3), pages 188-96, December.
    7. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    8. N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
    9. Stephens, Debra Lynn & Hill, Ronald Paul & Bergman, Karyn, 1996. "Enhancing the consumer-product relationship: Lessons from the QVC home shopping channel," Journal of Business Research, Elsevier, vol. 37(3), pages 193-200, November.
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    Citations

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    Cited by:
    1. Marek Pawlak & Grzegorz Zasuwa, 2011. "Influence of a Company’s Social Initiatives on the Consumer Attitude towards It. Results of Experimental Research," Contemporary Economics, University of Finance and Management in Warsaw, vol. 5(2), June.
    2. Andrea Pérez Ruiz & Ignacio Rodríguez del Bosque, 2012. "The study of stakeholder management as way to understand the consequences of economic crisis in the banking sector," DOCFRADIS Working Papers 1204, Catedra Fundación Ramón Areces de Distribución Comercial, revised Sep 2012.
    3. Walsh, Gianfranco & Bartikowski, Boris, 2013. "Exploring corporate ability and social responsibility associations as antecedents of customer satisfaction cross-culturally," Journal of Business Research, Elsevier, vol. 66(8), pages 989-995.
    4. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.

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