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    How novelty seeking influences customer CSR perceptions

    How customer novelty seeking influences customer CSR perceptions

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    HowNoveltySeeking.pdf (322.2Kb)
    Identificadores
    URI: http://hdl.handle.net/10902/9567
    ISSN: 0263-4503
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    Author
    Pérez Ruiz, AndreaAutoridad Unican; Rodríguez del Bosque, Ignacio A.Autoridad Unican
    Date
    2015
    Derechos
    ©Emerald
    Publicado en
    Marketing Intelligence & Planning Vol. 33 No. 4, 2015 pp. 486-507
    Publisher
    Emerald
    Enlace a la publicación
    http://dx.doi.org/10.1108/MIP-07-2014-0140
    Palabras clave
    Novelty seeking
    CSR perceptions
    C-CSR congruence
    Motivational attribution
    Corporate credibility
    Abstract:
    ABSTRACT: Purpose – The authors aim to: 1) propose a causal model to understand the process of Corporate Social Responsibility (CSR) perception formation among customers; and 2) identify differences among innovative and conservative customers in that process. Design/methodology/approach – A structural equation model is tested in a sample of 1,124 banking services customers in Spain. Also, a multisampling analysis is implemented in order to determine how novelty seeking moderates the process of CSR perception formation among customers. Findings – Results confirm that customer CSR perceptions are directly and positively influenced by: 1) the congruence between CSR initiatives and corporate profile; 2) customer attributions of corporate motivations to engage in CSR; and 3) corporate credibility in developing CSR initiatives. Nonetheless, while innovative customers pay greater attention to corporate credibility than conservative customers when evaluating CSR initiatives, conservative customers evaluate the congruence of CSR initiatives and their attribution of altruistic motivations to a larger extent than innovative customers. Practical implications – These findings suggest that companies should take into account customer novelty seeking when planning their CSR and communication strategies because highlighting different qualities of their CSR initiatives can have diverse effects for the success of corporate investments. Originality/value – The greatest contribution of the paper is the study of the moderating role of novelty seeking in the process of customer CSR perception formation; previous scholars had long ignored this variable when evaluating customer perceptions.
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    UNIVERSIDAD DE CANTABRIA

    Repositorio realizado por la Biblioteca Universitaria utilizando DSpace software
    Contact Us | Send Feedback
    Metadatos sujetos a:licencia de Creative Commons Reconocimiento 3.0 España