To read this content please select one of the options below:

Embracing CSR in pro-social relationship marketing program: understanding driving forces of positive consumer responses

Jiyoung Hwang (Department of Marketing, Entrepreneurship, Hospitality & Tourism, Bryan College of Business and Economics, University of North Carolina at Greensboro, Greensboro, North Carolina, USA)
Jay Kandampully (Department of Human Sciences, The Ohio State University, Columbus, Ohio, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 10 August 2015

3050

Abstract

Purpose

This purpose of this article is to identify important factors that influence consumers’ responses to pro-social loyalty programs (pro-social LPs). These positive marketing programs reflect represent an emerging phenomenon in relationship marketing associated with companies’ corporate social responsibility (CSR).

Design/methodology/approach

The test of the proposed model relied on data from 350 US consumers, obtained through web-based experiments. Data analysis was performed using structural equation modeling.

Findings

The results showed that consumers’ CSR-driven cognition (CSR beliefs) and reciprocal emotion (feeling of gratitude) enhance their attitudes toward pro-social LPs and increased participation intentions. The perceived value of pro-social LPs also improved consumer attitudes and participation intentions.

Practical implications

Pro-social LPs offer a noteworthy approach to relationship marketing that benefits both service providers that engage in CSR and society overall.

Originality/value

This study contributes to the literature on LP and CSR by investigating the roles of CSR-driven cognition, reciprocal emotion and value perception in explaining consumers’ responses to an innovative approach of LPs and pro-social LPs.

Keywords

Citation

Hwang, J. and Kandampully, J. (2015), "Embracing CSR in pro-social relationship marketing program: understanding driving forces of positive consumer responses", Journal of Services Marketing, Vol. 29 No. 5, pp. 344-353. https://doi.org/10.1108/JSM-04-2014-0118

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

Related articles