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


  • Longinos Marin
  • Salvador Ruiz



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

Suggested Citation

  • Longinos Marin & Salvador Ruiz, 2007. "“I Need You Too!â€\x9D Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility," Journal of Business Ethics, Springer, vol. 71(3), pages 245-260, March.
  • Handle: RePEc:kap:jbuset:v:71:y:2007:i:3:p:245-260
    DOI: 10.1007/s10551-006-9137-y

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    References listed on IDEAS

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    Cited by:

    1. repec:eee:joreco:v:29:y:2016:i:c:p:49-57 is not listed on IDEAS
    2. Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.
    3. Mobin Fatma & Zillur Rahman, 2016. "Consumer responses to CSR in Indian banking sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 203-222, October.
    4. Andrea Pérez & Patricia Martínez & Ignacio Rodríguez del Bosque, 2013. "The development of a stakeholder-based scale for measuring corporate social responsibility in the banking industry," Service Business, Springer;Pan-Pacific Business Association, vol. 7(3), pages 459-481, September.
    5. Miguel Giménez García-Conde & Longinos Marín & Salvador Ruiz de Maya, 2016. "The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior," Sustainability, MDPI, Open Access Journal, vol. 8(8), pages 1-14, August.
    6. 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.
    7. 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.
    8. Alejandro Alvarado-Herrera & Enrique Bigne & Joaquín Aldas-Manzano & Rafael Curras-Perez, 2017. "A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm," Journal of Business Ethics, Springer, vol. 140(2), pages 243-262, January.
    9. Longinos Marín & Pedro J. Cuestas & Sergio Román, 2016. "Determinants of Consumer Attributions of Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 138(2), pages 247-260, October.
    10. 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.
    11. 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.
    12. repec:spr:irpnmk:v:14:y:2017:i:2:d:10.1007_s12208-016-0168-5 is not listed on IDEAS
    13. Yuhei Inoue & Aubrey Kent, 2014. "A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(4), pages 621-633, June.
    14. Paula Rodrigues & Hélder Oliveira, 2016. "The Relation of Cultural Values and CSR: A study in Portugal and Greece," Proceedings of Business and Management Conferences 3405970, International Institute of Social and Economic Sciences.
    15. repec:kap:jbuset:v:143:y:2017:i:1:d:10.1007_s10551-015-2793-z is not listed on IDEAS
    16. R. Slack & S. Corlett & R. Morris, 2015. "Exploring Employee Engagement with (Corporate) Social Responsibility: A Social Exchange Perspective on Organisational Participation," Journal of Business Ethics, Springer, vol. 127(3), pages 537-548, March.
    17. repec:gam:jsusta:v:9:y:2017:i:11:p:2121-:d:119383 is not listed on IDEAS


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