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Creating advocates: understanding the roles of CSR and firm innovativeness

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  • Syed Shujaat Ali Shah

    (FAST School of Management, the National University of Computer and Emerging Sciences, Lahore Campus)

  • Zia Khan

    (FAST School of Management, the National University of Computer and Emerging Sciences, Lahore Campus)

Abstract

Although previous studies revealed the positive effect of CSR perceptions on customer behaviour, the relationship between CSR and perceived firm innovativeness (PFI) has been underexplored. The purpose of this paper is twofold. First, it attempts to propose and validate a model to comprehend the relationship between CSR and PFI. Second, it aims to investigate the mediating role of corporate image stemming from CSR and PFI in order to foster customer advocacy intentions. Data were collected from 360 customers of the retail banking industry in Pakistan, and the results indicate that customers’ CSR perceptions directly and positively influence PFI. Interestingly, corporate image fully mediates the relationship between PFI and advocacy intentions, whereas it plays a partial mediation role in the CSR-advocacy intentions relationship. The findings of this research expand the corpus regarding the roles of CSR and PFI in creating advocacy intentions among customers through the corporate image.

Suggested Citation

  • Syed Shujaat Ali Shah & Zia Khan, 2021. "Creating advocates: understanding the roles of CSR and firm innovativeness," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(2), pages 95-106, June.
    • Handle: RePEc:pal:jofsma:v:26:y:2021:i:2:d:10.1057_s41264-020-00084-8
    DOI: 10.1057/s41264-020-00084-8
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    Cited by:

    1. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    2. Maryem Mehwish & Zia Khan & Syed Shujaat Ali Shah, 2021. "Consumer Responses to Corporate and Celebrity Philanthropy," SAGE Open, , vol. 11(3), pages 21582440211, September.
    3. Iordanis Kotzaivazoglou & Garyfallos Fragidis & Eugenia Papaioannou & Costas Assimakopoulos & Ioannis Nanos & Nektaria Astrini, 2023. "Supporting Culture to Improve Corporate Image: The Case of Greek Banks," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    4. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.

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