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The impact of corporate social responsibility on customer attitudes and retention—the moderating role of brand success indicators

Author

Listed:
  • Jenny Doorn

    (University of Groningen)

  • Marjolijn Onrust

    (University of Groningen)

  • Peter C. Verhoef

    (University of Groningen)

  • Marnix S. Bügel

    (MIcompany)

Abstract

Although many studies report positive effects of corporate social responsibility (CSR) on customer attitudes, recent literature shows that the effectiveness of CSR initiatives critically varies among consumers, brands, and companies. Using 1375 customer responses about 93 brands in 18 industries, we examine how perceived CSR relates to customer attitudes and actual retention 2 years later, and specifically how this relationship may be contingent on brand characteristics. Our results indicate that perceived CSR can indeed compensate for the absence of a strong brand or smaller advertising budgets, but not for lack of innovativeness. Companies that simultaneously do good and innovate are rewarded with more positive customer attitudes and higher levels of customer retention.

Suggested Citation

  • Jenny Doorn & Marjolijn Onrust & Peter C. Verhoef & Marnix S. Bügel, 2017. "The impact of corporate social responsibility on customer attitudes and retention—the moderating role of brand success indicators," Marketing Letters, Springer, vol. 28(4), pages 607-619, December.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:4:d:10.1007_s11002-017-9433-6
    DOI: 10.1007/s11002-017-9433-6
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    References listed on IDEAS

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    3. Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown, 2023. "Can CSR foster brand defense? A moderated-mediation model of the role of brand passion," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 190-206, May.
    4. Diego G. Ferber Pineyrua & Alfonso Redondo & José A. Pascual & Ángel M. Gento, 2021. "Knowledge Management and Sustainable Balanced Scorecard: Practical Application to a Service SME," Sustainability, MDPI, vol. 13(13), pages 1-24, June.
    5. Panzone, Luca A. & Tocco, Barbara & Brečić, Ružica & Gorton, Matthew, 2024. "Healthy foods, healthy sales? Cross-category effects of a loyalty program promoting sales of fruit and vegetables," Journal of Retailing, Elsevier, vol. 100(1), pages 85-103.
    6. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    7. Huawei Tian, 2023. "Does consumer social responsibility augment corporate social responsibility: A reciprocal analysis of external stakeholder from stakeholder theory perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 968-978, March.
    8. Qamar Farooq & Peihua Fu & Yunhong Hao & Tchamy Jonathan & Yanni Zhang, 2019. "A Review of Management and Importance of E-Commerce Implementation in Service Delivery of Private Express Enterprises of China," SAGE Open, , vol. 9(1), pages 21582440188, January.
    9. Jenny van Doorn & Peter C. Verhoef & Hans Risselada, 2020. "Sustainability Claims and Perceived Product Quality: The Moderating Role of Brand CSR," Sustainability, MDPI, vol. 12(9), pages 1-8, May.
    10. Samuel Leroy Cabrera-Luján & David Josías Sánchez-Lima & Segundo Alberto Guevara-Flores & Dany Yudet Millones-Liza & Elizabeth Emperatriz García-Salirrosas & Miluska Villar-Guevara, 2023. "Impact of Corporate Social Responsibility, Business Ethics and Corporate Reputation on the Retention of Users of Third-Sector Institutions," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
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    12. Kim, Changju & Kinoshita, Akihiro, 2023. "Do you punish or forgive socially responsible companies? A cross-country analysis of boycott campaigns," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
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