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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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Author Info
Longinos Marin
Salvador Ruiz ()
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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Publisher 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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Related research
Keywords: consumer behavior; corporate social responsibility; identification; identity attractiveness; relationship marketing;

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  4. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 15(2), pages 139-68, September.
  5. 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. [Downloadable!] (restricted)
  6. 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. [Downloadable!] (restricted)
  7. 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: An Interdisciplinary Quarterly, University of Chicago Press, vol. 13(1), pages 71-84, June.
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