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Impact of Corporate Social Responsibility on OTC Medicines Consumers

Author

Listed:
  • Vasja Roblek

    () (Universitatea din Primorska)

  • Andrej Bertoncelj

    (Universitatea din Primorska)

Abstract

In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and information) has a significant effect on the mediator variable (consumer trust). The results of the second model show that the consumer trust also has a significant effect on virtual brand loyalty (dependent variable). Model 3 was developed by including consumer perception of corporate social responsibility (CSR) and consumer trust as independent predictor variables and virtual brand loyalty as the mediator variable with the specific intention to determine whether the effects of consumer perception of CSR on virtual brand loyalty became insignificant or less significant. The results of Model 3 show a partial mediator effect of consumer trust regarding the relationship between consumer perception of CSR and virtual brand loyalty.

Suggested Citation

  • Vasja Roblek & Andrej Bertoncelj, 2014. "Impact of Corporate Social Responsibility on OTC Medicines Consumers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 1-12, February.
  • Handle: RePEc:aes:amfeco:v:1:y:2014:i:35:p:12
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Consumer trust; corporate social responsibility; structural equation modelling; OTC medicines; social media; marketing; pharmaceutical companies;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L51 - Industrial Organization - - Regulation and Industrial Policy - - - Economics of Regulation
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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