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Journal of Business Ethics

, Volume 141, Issue 3, pp 435–449 | Cite as

Consumers’ Perceptions of Retail Business Ethics and Loyalty to the Retailer: The Moderating Role of Social Discount Practices

  • Mbaye Fall Diallo
  • Christine Lambey-Checchin
Article

Abstract

This research investigates the influence that consumers’ perceptions of retail business ethics have on their responses (trust and loyalty) when retailers either create social discount spaces (integrated or collaborative) or do not. Using scenarios to imply these social practices and structural equation modeling to test the hypotheses among a sample of 689 respondents, the authors find that consumers’ perceptions of retail business ethics have positive effects on consumer loyalty, both directly and through consumer trust, as well as positive, strong influences on the retailer’s corporate social responsibility and corporate reputation. Furthermore, consumers’ perceptions of retail business ethics exert a stronger effect on consumer trust in integrated social discount spaces, though social discount practices do not affect the link between such perceptions and loyalty. Compared with when the retailer does not offer discount space, collaborative and integrated social discount spaces have weaker effects on trust and loyalty to the retailer. These findings have several notable theoretical and practical implications

Keywords

Retailing Ethical perceptions Reputation Corporate social responsibility Trust Loyalty Social discount 

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Copyright information

© Springer Science+Business Media Dordrecht 2015

Authors and Affiliations

  1. 1.Université of Lille 2 (IMMD) & LSMRC Lab (Université de Lille-Skéma Business School)RoubaixFrance
  2. 2.Université Clermont Auvergne, Université Blaise Pascal, EA3849, CRCGMMontluçonFrance

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