Effect of Perceived Fit and Attribution of CSR Programs on Brands’ Moral Legitimacy, Customer Satisfaction and Brand Loyalty

Date
2013-01-01
Authors
Kim, Jiyoung
Higgins, Kathleen
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Altmetrics
Authors
Research Projects
Organizational Units
Journal Issue
Series
Department
Abstract

Due to increasing publicity on CSR, consumers, especially Generation Y, are greatly equipped with various CSR resources which enable them to critically evaluate the CSR activities. Previous literatures suggest that, as this generation and their purchasing power continues to increase, studying their attitude and behavior will be valuable to marketers and advertisers (Cui et al., 2003). College students, ages 18-24, represent a significant percent of this generation and are beginning to develop their life values and principles (Cui et al., 2003). While previous research has shown that Generation Y did respond positively to the CSR activities (Cui et al., 2003), further research needs to be conducted to determine exactly how and what types of CSR activities have the greatest influence on consumer loyalty.

Comments
Description
Keywords
Citation
DOI
Source