The influence of emotions on the relationship between Corporate Social Responsibility and consumer loyalty

Abstract

Research on the role of Corporate Social Responsibility (CSR) in consumer loyalty has become increasingly important in recent academic literature. In this context, it has been suggested that emotions can turn into the mechanism which properly explains the reactions of consumers towards CSR. However, so far, the studies that analyze the role of the affective and emotional variables in this process are practically inexistent. This work aims to contribute to the literature by analyzing the influence of CSR initiatives in consumer loyalty considering a variable of an emotional nature, that is, the admiration for the company. The information provided by 252 consumers confirms that CSR practices are positively related to consumer's loyalty to the company, both directly and indirectly, through the impact on perceived organizational reputation and admiration.