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The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company

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Abstract

This research analyses the influence of the perception of Corporate Social Responsibility (CSR image) on consumer–company identification (C–C identification). This analysis involves an examination of the influence of CSR image on brand identity characteristics which provide consumers with an instrument to satisfy their self-definitional needs, thereby perceiving the brand as more attractive. Also, the direct and mediated influences (through their effect on brand attitude), of CSR-based C–C identification on purchase intention are analysed. The results offer empirical evidence that CSR generates more C–C identification because it improves brand prestige and distinctiveness; brand coherence is also a powerful antecedent of brand attractiveness in the context of CSR communication. Finally, CSR-based C–C identification is able to generate directly better attitude towards the brand and greater purchase intention.

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Authors and Affiliations

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

    Rafael Currás-Pérez & Enrique Bigné-Alcañiz

  2. División de Desarrollo Sustentable, University of Quintana Roo, Cozumel, Mexico

    Alejandro Alvarado-Herrera

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  1. Rafael Currás-Pérez
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  2. Enrique Bigné-Alcañiz
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  3. Alejandro Alvarado-Herrera
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Correspondence to Rafael Currás-Pérez, Enrique Bigné-Alcañiz or Alejandro Alvarado-Herrera.

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Currás-Pérez, R., Bigné-Alcañiz, E. & Alvarado-Herrera, A. The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company. J Bus Ethics 89, 547–564 (2009). https://doi.org/10.1007/s10551-008-0016-6

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