The STUDIA UNIVERSITATIS BABEŞ-BOLYAI issue article summary

The summary of the selected article appears at the bottom of the page. In order to get back to the contents of the issue this article belongs to you have to access the link from the title. In order to see all the articles of the archive which have as author/co-author one of the authors mentioned below, you have to access the link from the author's name.

 
       
         
    STUDIA NEGOTIA - Issue no. 2 / 2015  
         
  Article:   THE IMPACT OF PERCEIVED CSR ON CUSTOMER LOYALTY IN THE PERSONAL CARE PRODUCTS MARKET.

Authors:  .
 
       
         
  Abstract:  VIEW PDF: THE IMPACT OF PERCEIVED CSR ON CUSTOMER LOYALTY IN THE PERSONAL CARE PRODUCTS MARKET

The current research investigates the impact of customers’ perceptions of corporate social responsibility (CSR) on their loyalty towards brands/companies in one of the largest Central-Eastern European country’s personal care products market. The paper reveals useful findings regarding the nature of the relationship between perceived CSR and customer loyalty in the specific socio-cultural and economic context of Central-Eastern European countries, and in the particular business sector of personal care products. A consumer survey was designed and implemented among a sample of 1462 personal care products companies’ customers from the urban area of Romania. Perceived CSR was quantified with the aid of 28 specific items, while another set of 6 items was utilized to measure customer loyalty. The results indicate that customers’ loyalty is not significantly influenced by how these perceive companies’ responsibilities with regard to their economic success, employees, or community development and social sponsorship. However, other perceptions of CSR have a significant and positive impact on loyalty, the most important, by far, being customers’ perceptions of companies’ responsibility towards their customers, followed by how customers perceive companies’ responsibilities towards public authorities, cultural sponsorship, and the environment. The paper has practical implications in what concerns the appropriate dosage and marketing communication of CSR in the Central-Eastern European personal care products market.

Key words: CSR; customer loyalty; personal care products; stakeholders

JEL Classification: M31
 
         
     
         
         
      Back to previous page