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Demographics-based differences in the relationship between perceived CSR and customer loyalty in the dairy products market

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  • Moisescu Ovidiu-Ioan

    (Babeș-Bolyai University, Cluj-Napoca, Romania)

Abstract

The purpose of the current paper is to investigate the demographics-based differences in the relationship between customers’ perceptions of corporate social responsibility (CSR) and their loyalty towards brands/companies in the dairy products market, considering the socio-cultural and economic particularities of one of the largest countries of Central-Eastern Europe. For this purpose, a survey was implemented among a sample of 1461 dairy products consumers from the urban area of Romania, investigating perceived CSR and customer loyalty by using 28, and, respectively, 6 Likert-type items. Results show that customers’ loyalty towards dairy brands/companies is positively and significantly influenced by how customers perceive companies’ responsibility towards their customers, in all investigated demographic segments. However, there are other facets of perceived CSR (community development, the environment, economic success, sponsorship, public authorities) in which case the relationship with customer loyalty is only significant in certain demographics-based market segments

Suggested Citation

  • Moisescu Ovidiu-Ioan, 2015. "Demographics-based differences in the relationship between perceived CSR and customer loyalty in the dairy products market," Management & Marketing, Sciendo, vol. 10(2), pages 118-131, September.
    • Handle: RePEc:vrs:manmar:v:10:y:2015:i:2:p:118-131:n:3
    DOI: 10.1515/mmcks-2015-0010
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    3. Ipek Altinbasak-Farina & Gozde Guleryuz-Turkel, 2016. "How do consumers perceive the socially responsible activities of corporations: An emerging country?s perspective," Proceedings of Business and Management Conferences 4406923, International Institute of Social and Economic Sciences.
    4. Yaeri Kim & Seojin Stacey Lee & Taewoo Roh, 2020. "Taking Another Look at Airline CSR: How Required CSR and Desired CSR Affect Customer Loyalty in the Airline Industry," Sustainability, MDPI, vol. 12(10), pages 1-19, May.
    5. Valentina Lagasio & Nicola Cucari & Carl Åberg, 2021. "How corporate social responsibility initiatives affect the choice of a bank: Empirical evidence of Italian context," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(4), pages 1348-1359, July.
    6. José Luis Vázquez-Burguete & César Sahelices-Pinto & Ana Lanero-Carrizo, 2017. "Corporate social responsibility and consumer behavior in the cosmetics sector: a study in the Spanish context," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 375-390, September.

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