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Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity

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  • Pilar Fernández‐Ferrín
  • Sandra Castro‐González
  • Belén Bande

Abstract

Corporate social responsibility (CSR) is presently one of the most interesting topics in the field of consumer behavior. However, not enough is known about the underlying mechanisms that explain how and when consumer CSR perceptions shape consumer behaviors such as loyalty. The present study proposes and demonstrates that CSR positively influences consumer loyalty through two mediators (how), which are gratitude ‐an emotion‐ and commitment ‐an attitude‐; regional identity is also introduced for the first time as a moderator on those relationships (when). Two studies, based on two different consumer samples with reference to two different food retailers, are conducted to test these hypotheses. The results support the hypotheses and prove the mediation effects. Furthermore, they provide evidence of how consumers' regional identity moderates the model's indirect effects and they also reveal the conditional nature of these effects. This study's outcomes have theoretical contributions and implications for marketers.

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  • Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    • Handle: RePEc:wly:corsem:v:28:y:2021:i:2:p:648-666
    DOI: 10.1002/csr.2077
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    1. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Francesca Dal Mas & William Tucker & Maurizio Massaro & Carlo Bagnoli, 2022. "Corporate social responsibility in the retail business: A case study," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 223-232, January.
    3. Haiyang Lu & Keya Zeng & Zhonggen Mao, 2023. "Perceptions of corporate social responsibilities and stakeholder engagement in the context of a disaster: A moderated mediation analysis from the perspective of consumer responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(6), pages 2873-2884, November.
    4. Pablo Andres & Inigo Garcia-Rodriguez & M. Elena Romero-Merino & Marcos Santamaria-Mariscal, 2023. "Political directors and corporate social responsibility: Are political ideology and regional identity relevant?," Review of Managerial Science, Springer, vol. 17(1), pages 339-373, January.

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