Skip to main content
SpringerLink
Log in

Effects of Perceived Identity Based on Corporate Social Responsibility: The Role of Consumer Identification with the Company

  • Academic Research
  • Published:
Corporate Reputation Review Aims and scope Submit manuscript

Abstract

The paper focuses on the mediating role of consumer identification with a company in the effect of corporate social responsibility (CSR)-based perceived identity on consumer behaviour. More specifically, it deals with the direct and indirect influences of identification with a socially responsible company on purchase intent, through two affective variables – attitude and affective commitment to the company. After the literature review that supports the hypotheses, an empirical study was carried out to test the proposed model. Findings show that CSR-based consumer-company identification influences purchase intent through the mediator role of company attitude and company commitment. This involves important academic and managerial implications that are also presented and discussed in the paper.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1
Figure 2

Similar content being viewed by others

References

  • Ahearne, M., Bhattacharya, C. and Gruen, T. (2005) ‘Beyond the brand: Antecedents and consequences of customer–company identification’, Journal of Applied Psychology, 90 (3), 574–585.

    Article  Google Scholar 

  • Algesheimer, R., Dholakia, U. and Herrmann, A. (2005) ‘The social influence of brand community: Evidence from European car clubs’, Journal of Marketing, 69 (3), 19–34.

    Article  Google Scholar 

  • Anderson, J. and Gerbing, D. (1988) ‘The use of pledges to build and sustain commitment in distribution channels: A review and recommended two-step approach’, Psychological Bulletin, 103, 411–423.

    Article  Google Scholar 

  • Ashforth, B. and Mael, F. (1989) ‘Social identity theory and the organization’, The Academy of Management Review, 14 (1), 20–39.

    Google Scholar 

  • Bagozzi, R. and Dholakia, U. (2006) ‘Antecedents and purchase consequences of customer participation in small group brand communities’, International Journal of Research in Marketing, 23 (1), 45–61.

    Article  Google Scholar 

  • Bagozzi, R. and Yi, J. (1988) ‘On the evaluation of structural equation models’, Journal of the Academy of Marketing Science, 16 (2), 74–94.

    Article  Google Scholar 

  • Balmer, J. (2001) ‘Corporate identity, corporate branding and corporate marketing: Seeing through the fog’, European Journal of Marketing, 35 (3/4), 248–291.

    Article  Google Scholar 

  • Belk, R. (1988) ‘Possessions and the extended self’, The Journal of Consumer Research, 15 (2), 139–168.

    Article  Google Scholar 

  • Bergami, M. and Bagozzi, R. (2000) ‘Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization’, British Journal of Social Psychology, 39, 555–577.

    Article  Google Scholar 

  • Bhattacharya, C. and Sen, S. (2003) ‘Consumer–company identification: A framework for understanding consumers’ relationships with companies’, Journal of Marketing, 67 (April), 76–88.

    Article  Google Scholar 

  • Bhattacharya, C. and Elsbach, K. (2002) ‘Us versus them: The roles of organizational identification and disidentification in social marketing initiatives’, Journal of Public Policy and Marketing, 21 (1), 26–36.

    Article  Google Scholar 

  • Boxenbaum, E. (2006) ‘Corporate social responsibility as institutional hybrids’, Journal of Business Strategies, 23 (1), 45–63.

    Google Scholar 

  • Brown, T. and Dacin, P. (1997) ‘The company and the product: Corporate associations and consumer product responses’, Journal of Marketing, 61 (January), 68–84.

    Article  Google Scholar 

  • Carrigan, M. and Attalla, A. (2001) ‘The myth of the ethical consumer: Do ethics matter in purchase behaviour?’ Journal of Consumer Marketing, 18 (7), 560–577.

    Article  Google Scholar 

  • Chaudhuri, A. and Holbrook, M. (2001) ‘The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty’, Journal of Marketing, 65 (2), 81–93.

    Article  Google Scholar 

  • Cornwell, B. and Coote, L. (2005) ‘Corporate sponsorship of a cause: The role of identification in purchase intent’, Journal of Business Research, 58, 268–276.

    Article  Google Scholar 

  • Creyer, E. and Ross, W. (1997) ‘The influence of firm behaviour on purchase intention: Do consumers really care about business ethics?’ Journal of Consumer Marketing, 14 (6), 421–432.

    Article  Google Scholar 

  • Dean, D. (2002) ‘Associating the corporation with a ciantable event though sponsorship: Meaning the effects on corporate community relations’, Journal of Advertising, 28 (3), 1–12.

    Article  Google Scholar 

  • Dean, D. (2003) ‘Consumer perceptions of corporate donations: Effects of company reputation for social responsibility and type of donation’, Journal of Advertising, 32 (4), 91–102.

    Article  Google Scholar 

  • Dholakia, U., Bagozzi, R. and Pearo, L. (2004) ‘A social influence model of consumer participation in network- and small group-based virtual communities’, International Journal of Research in Marketing, 21 (3), 241–263.

    Article  Google Scholar 

  • Drumwright, M. (1996) ‘Company advertising with a social dimension: The role of noneconomic criteria’, Journal of Marketing, 60 (4), 71–87.

    Article  Google Scholar 

  • Du, S., Bhattacharya, C.B. and Sen, S. (2007) ‘Reaping relational rewards from corporate social responsibility: The role of competitive positioning’, International Journal of Research in Marketing, 24 (3), 224–241.

    Article  Google Scholar 

  • Dutton, J., Dukerich, J. and Harquail, C. (1994) ‘Organizational images and member identification’, Administrative Science Quarterly, 39 (2), 239–263.

    Article  Google Scholar 

  • Ellemers, N., Kortekaas, P. and Ouwerkerk, J. (1999) ‘Self-categorization, commitment to the group and group self-esteem as related but distinct aspects of social identity’, European Journal of Social Psychology, 29, 371–389.

    Article  Google Scholar 

  • Fazio, R., Powell, M. and Williams, C. (1989) ‘The role of attitude accessibility in the attitude-to-behaviour process’, Journal of Consumer Research, 16, 280–288.

    Article  Google Scholar 

  • Forehand, M. and Grier, S. (2003) ‘When is honesty the best policy? The effect of stated company intent on consumer skepticism’, Journal of Consumer Psychology, 13 (3), 349–356.

    Article  Google Scholar 

  • Fornell, C. and Larcker, D. (1981) ‘Evaluating structural equations models with unobservable variables and measurement error’, Journal of Marketing Research, 1, 8, 39–50.

    Google Scholar 

  • Gounaris, S. and Stathakopoulos, V. (2004) ‘Antecedents and consequences of brand loyalty: An empirical study’, Journal of Brand Management, 11 (4), 283–306.

    Article  Google Scholar 

  • Hair, J., Black, W., Babin, B., Anderson, R. and Tatham, R. (2005) Multivariate Data Analysis, Prentice Hall, New Jersey, USA.

    Google Scholar 

  • Hogg, M. and Terry, D. (2000) ‘Social identity and self-categorization processes in organizational contexts’, The Academy of Management Review, 25 (1), 121–140.

    Google Scholar 

  • Hunt, S., Wood, V. and Chonko, L. (1989) ‘Corporate ethical values and organizational commitment in marketing’, Journal of Marketing, 53 (3), 79–90.

    Article  Google Scholar 

  • Kotler, P. and Lee, N. (2005) Corporate Social Responsibility: doing the most good for your company and your cause, John Wiley & Sons Inc., New Jersey, USA.

    Google Scholar 

  • Kristof, A. (1996) ‘Person-organization fit: An integrative review of its conceptualizations, measurement, and implications’, Personnel Psychology, 49 (1), 1–49.

    Article  Google Scholar 

  • Lafferty, B. and Goldsmith, R. (2005) ‘Cause–brand alliances: Does the cause help the brand or does the brand help the cause?’ Journal of Business Research, 58, 423–429.

    Article  Google Scholar 

  • Lichtenstein, D., Drumwright, M. and Braig, B. (2004) ‘The effect of corporate social responsibility on customer donations to corporate-supported nonprofits’, Journal of Marketing, 68 (October), 16–32.

    Article  Google Scholar 

  • MacKenzie, S. and Lutz, R. (1989) ‘An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context’, Journal of Marketing, 53 (April), 48–65.

    Article  Google Scholar 

  • Mael, A. and Ashforth, E. (1992) ‘Alumni and their alma mater: A partial test of the reformulated model of organizational identification’, Journal of Organizational Behaviour, 13, 103–123.

    Article  Google Scholar 

  • Maignan, I. and Ferrell, O. (2004) ‘Corporate social responsibility and marketing: An integrative framework’, Journal of Academy of Marketing Science, 32 (1), 3–19.

    Article  Google Scholar 

  • Marín, L. and Ruiz, S. (2007) ‘I need you too! Corporate identity attractiveness for consumers and the role of social responsibility’, Journal of Business Ethics, 71, 245–260.

    Article  Google Scholar 

  • Menon, S. and Kahn, G. (2003) ‘Corporate sponsorships of philantropic activities: When do they impact perception of sponsor brand?’ Journal of Customer Psychology, 13 (3), 316–332.

    Google Scholar 

  • McEnally, M. and de Chernatony, L. (1999) ‘The evolving nature of branding: Consumer and managerial implications’, Academy of Marketing Science Review, 6, 5–16.

    Google Scholar 

  • Mittal, B. (2006) ‘I, me and mine –how products become consumers’ extended selves’, Journal of Consumer Behaviour, 5, 550–562.

    Article  Google Scholar 

  • MORI (2004) ‘The public's views of Corporate Social Responsibility 2003’, Market and Opinion Research International. www.mori.com.

  • Nunnally, J. and Bernstein, I. (1994) Psychometric Theory, McGraw-Hill, New York, USA.

    Google Scholar 

  • Putrevu, S. and Lord, K. (1994) ‘Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions’, Journal of Advertising, 23, 77–91.

    Article  Google Scholar 

  • Scott, S. and Lane, V. (2000) ‘A stakeholder approach to organizational identity’, The Academy of Management Review, 25 (1), 49–62.

    Google Scholar 

  • Sen, S. and Bhattacharya, C. (2001) ‘Does doing good always lead to doing better? Consumer reactions to corporate social responsibility’, Journal of Marketing Research, 38 (2), 225–243.

    Article  Google Scholar 

  • Tajfel, H. and Turner, J. (1979) ‘An integrative theory of intergroup conflict’, in W. Austin and S. Worchel (eds.), The Social Psychology Of Intergroup Relations, Brooks/Cole, Monterrey, CA, USA, pp. 33–47.

    Google Scholar 

  • Terry, D., Hogg, M. and White, K. (2000) ‘Attitude-behaviour relations: Social identity and group membership’, in D. Terry and M. Hogg (eds.), Attitudes, Behaviour and Social Context: The Role Of Norms and Group Membership, Lawrence Erlbaum Associates, Mahwah, NJ, USA, pp. 67–95.

    Google Scholar 

  • Turner, J. (1985) ‘Social categorization and the self-concept: A social-cognitive theory of group behaviour’, in E. Lawler, (ed.), Advances in Group Processes: Theory and Research, Greenwich, JAI Press, UK, pp. 47–74.

    Google Scholar 

  • UNGCa (2007) ‘2007 Global Compact Annual Review’, UN Global Compact, http://www.unglobalcompact.org/docs/news_events/8.1/GCAnnualReview2007.pdf.

  • UNGCb (2007) ‘Making the connection’, The GRI guidelines and UNGC communication in progress. UN Global Compact, http://www.globalreporting.org/Learning/ResearchPublications/.

  • Uusitalo, O. and Oksanen, R. (2004) ‘Ethical consumerism: A view from Finland’, International Journal of Consumer Studies, 28 (3), 214–221.

    Article  Google Scholar 

  • Varadarajan, R. and Menon, A. (1988) ‘Cause-related marketing: A coaligment of marketing strategy and corporate philanthropy’, Journal of Marketing, 52 (3), 58–74.

    Article  Google Scholar 

  • Webb, D. and Mohr, L. (1998) ‘A typology of consumer responses to cause-related marketing; from skeptics to socially concerned’, Journal of Public Policy and Marketing, 17 (2), 226–238.

    Google Scholar 

  • Yoon, Y., Gürhan-Canli, Z. and Bozok, B. (2006) ‘Drawing inferences about others on the basis of corporate associations’, Journal of the Academy of Marketing Science, 34 (2), 167–173.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Marketing, Faculty of Economics, University of Valencia, Valencia, Spain

    Rafael Currás Pérez

Authors
  1. Rafael Currás Pérez
    View author publications

    You can also search for this author in PubMed Google Scholar

APPENDIX

APPENDIX

MEASURES

CSR-based perceived identity

CSR1: :

(Brand) is aware of environmental issues.

CSR2: :

(Brand) fulfils its social responsibilities.

CSR3: :

(Brand) gives back to society.

CSR4: :

I think that (brand) acts with society's interests in mind.

CSR5: :

(Brand) acts in a socially responsible way.

CSR6: :

(Brand) makes philanthropic contributions in its business activities.

C-C identification

Ide1: :

The way I am fits in with what I perceive of (brand).

Ide2: :

I am similar to what I think (brand) represents.

Ide3: :

I am similar to how I perceive (brand).

Ide4: :

The image I have of (brand) fits in with my self-image.

Company attitude

Att1: :

Bad 1 2 3 4 5 6 7 Good.

Att2: :

Negative 1 2 3 4 5 6 7 Positive.

Att3: :

Unpleasant 1 2 3 4 5 6 7 Pleasant.

Att4: :

Unfavourable 1 2 3 4 5 6 7 Favourable.

Company affective commitment

Com1: :

I would feel committed to (brand).

Com2: :

I would not like people to speak badly of (brand).

Com3: :

I would feel united to (brand).

Purchase intent

Pur1: :

The next time, when I need to take out insurance, I will do it with (brand).

Pur2: :

It is very likely that in the future, I will take out insurance with (brand).

Pur3: :

I will definitely take out insurance with (brand).

Rights and permissions

Reprints and permissions

About this article

Cite this article

Pérez, R. Effects of Perceived Identity Based on Corporate Social Responsibility: The Role of Consumer Identification with the Company. Corp Reputation Rev 12, 177–191 (2009). https://doi.org/10.1057/crr.2009.12

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/crr.2009.12

Keywords

Search

Navigation