Influencia de las emociones en la relación entre la Responsabilidad Social Corporativa y la lealtad del consumidor

  1. Sandra Castro-González 1
  2. Belén Bande Vilela 1
  1. 1 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

Revista:
Esic market

ISSN: 0212-1867

Ano de publicación: 2016

Número: 155

Páxinas: 373-421

Tipo: Artigo

DOI: 10.7200/ESICM.155.0473.1 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Esic market

Resumo

Research on the role of Corporate Social Responsibility (CSR) in consumer loyalty has become increasingly important in recent academic literature. In this context, it has been suggested that emotions can turn into the mechanism which properly explains the reactions of consumers towards CSR. However, so far, the studies that analyze the role of the affective and emotional variables in this process are practically inexistent. This work aims to contribute to the literature by analyzing the influence of CSR initiatives in consumer loyalty considering a variable of an emotional nature, that is, the admiration for the company. The information provided by 252 consumers confirms that CSR practices are positively related to consumer’s loyalty to the company, both directly and indirectly, through the impact on perceived organizational reputation and admiration.

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