A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction,trust and loyalty to the retailer) |
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| Affiliation: | 1. Audencia Nantes, School of Management (Audencia – PRES LUNAM), Research Center in Marketing & Distribution In Situ, 8 Route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;2. IUT de Saint-Nazaire, LEMNA, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France;1. Department of Family and Consumer Sciences, University of Hawai"i at Ma¯noa, 2515 Campus Road, Miller Hall 201C, Honolulu, HI 96822, United States;2. Department of Apparel, Housing, and Resource Management, Virginia Tech, 240 Wallace Hall (mail cold 0410), Blacksburg, VA 24061, United States;1. Department of Marketing, CERS—Centre for Relationship Marketing and Service, Management, Hanken School of Economics, Vaasa, Finland;2. Department of Marketing, CERS—Centre for Relationship Marketing and Service, Management, Hanken School of Economics, Helsinki, Finland;3. Associate to Hanken School of Economics, Helsinki, Finland;1. ESG Management School France, 25 rue Saint-Ambroise, 75011 Paris, France;2. IRG, Institute of Research in Management, Université Paris Est, (UPEC), Place de la Porte des Champs, 4, route de Choisy, 94010 Créteil, France |
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| Abstract: | This study investigates the impact of a retailer's Corporate Social Responsibility (CSR) policy and its price image on retailer personality, along with the impact of these two variables on the consequences of retailer personality: consumers' satisfaction, trust and loyalty toward the retailer (measured by their attitude and future behavioral intentions). Data were collected on a convenience sample of 352 consumers of a French grocery retailer. Using Partial Least Squares analysis (PLS), we show that perceived Corporate Social Responsibility and price image have a significant positive/negative influence on retailer personality traits (“agreeableness” and “conscientiousness”/“disingenuousness”) and that Corporate Social Responsibility has also a significant positive influence on the “sophistication” personality trait. For the consequences examined (satisfaction, trust and loyalty to the retailer), we show that Corporate Social Responsibility, price image and retailer personality have a direct or indirect impact on these dependent variables. |
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| Keywords: | Retailer personality Corporate Social Responsibility (CSR) Price image Consumer satisfaction Consumer trust Consumer loyalty |
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