Does perceived consumer fit matter in corporate social responsibility issues?

Eun Mi Lee, Seong Yeon Park, Molly I. Rapert, Christopher L. Newman

Research output: Contribution to journalArticlepeer-review

179 Scopus citations

Abstract

Corporate social responsibility (CSR) is an increasingly important construct in academia, as well as a pressing item on the practical corporate agenda. Many firms do not recognize CSR activities as investments in improving company values both internally and in the eyes of consumers. This study examines how the perceived fit between consumers' point of view (i.e., their values and lifestyles) and CSR activities influences consumer loyalty through such mediating variables as consumer perception of CSR activities and C-C (consumer-company) identification. The empirical findings inform the suggestion that perceived consumer fit influences consumer perception of CSR activities and, consequently, on C-C identification and consumer loyalty.

Original languageEnglish
Pages (from-to)1558-1564
Number of pages7
JournalJournal of Business Research
Volume65
Issue number11
DOIs
StatePublished - Nov 2012

Keywords

  • CSR activities
  • Consumer loyalty
  • Consumer perception
  • Consumer-company identification
  • Lifestyle
  • Perceived fit
  • Value

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