“I Need You Too!â€\x9D Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility
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 2007Download Info
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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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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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Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.Cited by:
- 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.
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