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Impact of Corporate Social Responsibility on OTC Medicines Consumers

  • Vasja Roblek

    ()

    (Universitatea din Primorska)

  • Andrej Bertoncelj

    (Universitatea din Primorska)

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.

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Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

Volume (Year): 16 (2014)
Issue (Month): 35 (February)
Pages: 12

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Handle: RePEc:aes:amfeco:v:1:y:2014:i:35:p:12
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  1. Tomislav Hernaus, 2011. "Business Trends and Tendencies in Organization Design and Work Design Practice: Identifying Cause-and-Effect Relationships," EFZG Working Papers Series 1103, Faculty of Economics and Business, University of Zagreb.
  2. Codruţa Mare & Simona Laura Dragoş & Dan Tudor Lazăr & Cristian Mihai Dragoş, 2013. "Consumer protection through prices: an analysis of the energetic sector in European Union countries," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 327-341, June.
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  5. Sonja Markova & Tatjana Petkovska-Mirčevska, 2013. "Social Media and Supply Chain," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(33), pages 89-102, February.
  6. Lazaric Nathalie & Lorenz Edward, 1998. "Trust and Economic Learning," Journal des Economistes et des Etudes Humaines, De Gruyter, vol. 8(2-3), pages 10, June.
  7. Voicu-Dan Dragomir & Elena Roxana Anghel (Ilcu), 2011. "Social Responsibility Practices Regarding Facilities Granted to Employees and Consumer Protection in Selected European Companies," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 86-103, February.
  8. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
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