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Cause-related marketing influence on consumer loyalty in a medium-sized city

2020-05Journal article Open access
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dc.contributor.authorMolinillo, Sebastian
dc.contributor.authorMercadé-Melé, Pere
dc.contributor.authorDe Noronha, Maria Teresa
dc.date.accessioned2020-06-22T13:24:43Z
dc.date.available2020-06-22T13:24:43Z
dc.date.issued2020-05
dc.description.abstractThe purpose of this study is to analyze the e ect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating e ect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-face questionnaire completed by 421 respondents living in a medium-sized city. The results validated the proposed model and showed that the functional and image fit between social actions and companies are key antecedents of perceived corporate ability (CA) and company credibility. It was shown that CA directly influences customer satisfaction, that credibility indirectly influences customer satisfaction through perceived corporate social responsibility, and that satisfaction directly and positively impacts customer loyalty. Moreover, the influence of functional and image fit in the model were shown to be moderated by the type of publicizing medium. Specifically, the e ect of functional fit on corporate ability is greater for traditional media (TM) than for social media (SM). On the other hand, the e ect of image fit on corporate ability is greater for SM than for TM. The theoretical and practical implications of these results are discussed.pt_PT
dc.description.sponsorshipPlan Andaluz de Investigación, Desarrollo e Innovación (PAIDI) de la Junta de Andalucía: Grupo SEJ-567pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.3390/su12093632pt_PT
dc.identifier.eissn2071-1050
dc.identifier.urihttp://hdl.handle.net/10400.1/14046
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPIpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectCause-related marketingpt_PT
dc.subjectStructural equation modellingpt_PT
dc.subjectConsumer behaviorpt_PT
dc.subjectCorporate communicationspt_PT
dc.subjectCorporate social responsibilitypt_PT
dc.subjectLoyaltypt_PT
dc.titleCause-related marketing influence on consumer loyalty in a medium-sized citypt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue9pt_PT
oaire.citation.startPage3632pt_PT
oaire.citation.titleSustainabilitypt_PT
oaire.citation.volume12pt_PT
person.familyNamede Noronha
person.givenNameMaria Teresa
person.identifier.ciencia-id5715-28B8-4D92
person.identifier.orcid0000-0003-1308-1252
person.identifier.scopus-author-id12769478800
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication093d0980-3927-4292-9440-e0c3c59fcb27
relation.isAuthorOfPublication.latestForDiscovery093d0980-3927-4292-9440-e0c3c59fcb27

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