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The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context.

A theoretical model is proposed, based on previous research, which explains the effect of functional fit and image fit on altruistic attributions, brand credibility and CSR image; these relationships were assessed through structural equation modelling. The model was estimated with a sample of 299 Spanish consumers of toiletries and cosmetics products, randomly selected. Two newly created, printed CBA advertisements served as the basic stimulus of the study.

This research shows that consumers perceive functional and image fit differently, and each has its own mechanism for influencing brand CSR perception. While functional fit has a direct, although gentle influence on CSR perception, image fit has an indirect influence, as it is used as a cue to evaluate altruistic brand motivations and brand credibility.

The chosen research approach may reduce the generalisability of the results. Further empirical testing using alternative brands and outcome measures is encouraged.

Both types of fit influence the formation of CSR perception, and should therefore be postulated as decision criteria to brand managers for choosing the CBA partner. Specifically, brands which are likely of being perceived as not credible or egoistic when associating with the cause, must pay special attention to image fit.

This work analyses and compares simultaneously the influence of functional fit and image fit on CSR brand perception formation in the context of a CBA strategy.

Despite past studies revealed the positive effect of corporate social responsibility (CSR) on consumer advocacy behavior, little research has paid attention to employee advocacy behavior. This research aims to examine the relationship between CSR and employee advocacy behavior, the mediating role of meaningful work as well as the moderating effect of person–supervisor fit on CSR perception – meaningful work relationship.

This study used 263 employee samples to examine the relationship between CSR and employee advocacy behavior and its influence mechanism. Hierarchical regression analyses and bootstrap approach were applied to analyze the data.

The results show that CSR perception is positively related to employee advocacy behavior, meaningful work mediates the link between CSR perception and employee advocacy behavior, and the strength of the relationship between CSR perception and meaningful work depends on person–supervisor fit.

This study only investigated the effect of perceived CSR on employee advocacy behavior, future studies should explore the alternative mediation mechanism through which external/internal CSR perception or different CSR dimensions influence employee advocacy behavior.

This study has practical implications for organizational managers. First, firms should undertake CSR practices and make employee interpret them in a right way. Second, meaningful work is of significance for employees and training and development, challenging jobs and job rotation are conducive to create a sense of meaning in employees’ work.

This study discussed how and when CSR influences employee advocacy in the Chinese context.

The purpose of this paper is to investigate how employees perceive corporate social responsibility (CSR) within their organizations, thus employees’ Internally Perceived CSR and how it impacts their organizational commitment.

For conceptualizing, the constituents of Internally Perceived CSR – Individual CSR-Perception, Organizational CSR-Perception and their respective factors – are derived from social exchange theory, social identity theory and further relevant literature. The study’s research model is tested through a survey consulting 386 respondents from a company operating in renewable energies.

The results lead to the following conclusions: Internally Perceived CSR strongly impacts employees’ Affective Organizational Commitment and comparatively low influences Normative Organizational Commitment. Moreover, Affective Organizational Commitment mediates Normative Organizational Commitment.

The implementation of CSR has evolved to a crucial component of both organizational behavior and management. Nevertheless, the internal CSR-dimension has been largely neglected so far.

The purpose of this paper is to examine the effect of incumbent employees’ corporate social responsibility (CSR) perceptions toward multiple stakeholders on their organizational citizenship behavior (OCB) within the context of the tourism and hospitality sector in Turkey. It also aims to examine the mediating role of job satisfaction in these relationships.

Data were collected from 215 white-collar employees working full-time in non-managerial positions of hotels and travel services in Istanbul and Antalya regions of Turkey, using a self-administrated questionnaire. The research hypotheses were tested using multiple regression analysis.

The result of the study showed that two of the four CSR dimensions, namely, CSR toward society and environment and government, had a significant and positive effect on OCB. On the other hand, CSR toward employee was the only variable among the four dimensions of CSR perception that had a significant and positive effect on employee job satisfaction. The finding of the mediation analysis unfortunately failed to support the mediation effect of job satisfaction on the relationship between CSR perceptions and OCB.

The study was limited to the Turkish tourism and hospitality sector. Thus, these findings may not be generalized to other sectors or countries. Future research should consider other sectors both in Turkey and other countries to extend the generalizability of the findings of this study.

This paper indicates that employees working in tourism and hospitality sector are highly concerned about their organizational, legal, societal and environmental social activities, which subsequently make them engage in extra role behaviors. Organizations are hereby advised that government law and regulation abiding, society and environmental social activities are very important in the effective functioning of the organizations and improving their service quality, which in turn can help increase their profits and long-term value creation.

Scholars in the area of CSR often explore the effect of a single dimension of CSR. Therefore, this paper contributes to the body of literature by examining the effect of employees’ CSR perceptions toward multiple stakeholders on employee behavior. Further, it is one of the few papers that highlights the positive effect of legal dimension of CSR on employee behavior within the context of the tourism and hospitality sector.

The purpose of this paper is to explore the moderating role of six personal traits in a causal model to study how customers’ perceptions of corporate social responsibility (CSR) influence their affective and behavioural responses to companies.

A structural equation model is tested in a sample of 1,124 banking service customers in Spain. Based on this model, a multisampling analysis is implemented to determine how gender, age, educational level, CSR support, collectivism and novelty seeking moderate customer responses to CSR perceptions.

The findings show that customer responses to CSR perceptions are consistently moderated by gender, age and CSR support. Men, people aged over 45 and highly supportive customers respond to CSR perceptions more positively than women, younger people and customers exhibiting a low level of CSR support. The findings concerning educational level and novelty seeking are less conclusive. Collectivism does not influence customer responses to CSR perceptions to any significant extent. Thus, the findings suggest that gender, age and CSR support are the most useful variables to segment the market to adapt CSR and communication strategies.

Previous literature has mostly focussed on identifying the personal traits that differentiate socially oriented customers from others. Thus, this paper contributes to previous literature by exploring the role customers’ personal traits play in the identification of differences in customers’ responses to their perceptions of the CSR implemented by companies that sell traditional services, such as banking services.

The purpose of this paper is to develop a framework that describes and explains how corporate social responsibility (CSR) initiatives are perceived by customers and links customer perception to the notion of customer value perception. To explore customer value conception firstly, the perception of CSR initiatives is investigated; secondly, indications for the value-enhancing effects of CSR initiatives are studied, and finally, the varying effects which different value categories can have on customer attitudes and behaviour are extracted.

The data consists of 12 semi-structured interviews with customers of European telecommunication companies.

The results suggest that CSR initiatives, when communicated efficiently and considered as relevant by customers, will enhance two customer value categories: the extrinsic self-oriented value defined as efficiency and excellence and the intrinsic other-oriented value pertaining to ethics or spirituality. Enhancement of extrinsic self-oriented value imbeds the potential of CSR initiatives to affect customers’ purchase behaviour and thus strengthen ethical consumerism within the telecommunications industry.

The main implication for research is a better understanding of the relationship between customer perception and customer value perception in the field of ethical consumerism. Focussing on one industry for the study can be named as a limitation.

As indicated by the research, results by customers prioritised CSR initiative can affect the customer value perception, mainly the extrinsic/self-oriented value. If the company is aiming to change customer behaviour and to strengthen ethical consumerism, it is important that the customer experience of CSR initiatives improve excellence (quality) and/or efficiency of the product/service.

This paper fulfils an identified need of research on how CSR initiatives can influence consumer behaviour.

This study aims to examine whether, how, and when authentic leadership shapes followers' perceptions of meaningfulness at work. Using authentic leadership theory, we posit that authentic leadership leads to more favorable perceptions of Corporate Social Responsibility (CSR), which, in turn, results in enhanced experiences of meaningfulness at work. In addition to studying authentic leadership as a driver of CSR perceptions, and hence meaningfulness, we also examine if followers' attributions of self-centered motives to organizational engagement in CSR moderates the above relationship.

In all, 368 employees from Indian IT industry participated in the survey. Data were analyzed using Process (Hayes 2013) in SPSS.

Results supported the hypothesized moderated mediation model by revealing that attribution of self-centered motives undermines the positive impact of authentic leadership on CSR perceptions, and, subsequently, meaningfulness.

By presenting CSR as a source of meaningfulness at work, this study establishes CSR as an important tool for fostering employee well-being. The internal corporate communication should emphasize how CSR activities of the organization represent core organizational values and organization’s genuine concern for the society.

The study adds to the leadership literature and integrates it with a divergent discipline of CSR by signifying the role of authentic leadership in the CSR process. By presenting a refined analysis of CSR in a developing country, this research expands the understanding of the expression of CSR in markets outside the developed core.

Importance of corporate social responsibility (CSR) in marketing domain is increasing immensely. The effect of CSR perception on the purchase intention differs on the basis of mediators and contexts. The objective of this study is to examine the consumer behaviour of young consumers. For this, impact of CSR perception on purchase intention, satisfaction and price fairness of Generation Z is studied.

Preliminary data analysis is run to check normality, skewness and common method bias. PLS-SEM is deployed to examine the relationships amongst the research variables. Sequential mediation through PLS bootstrapping helped in exploring new and exciting research results which are supported with literature.

The CSR perception of Generation Z does not have a direct effect on their purchase intention. Interestingly, satisfaction and price fairness fully mediate the relationship between CSR perception and purchase intentions separately, i.e. CSR perception of Generation Z influences purchase intention only through satisfaction and price fairness. Furthermore, satisfaction and price fairness are also found to sequentially mediate the relationship between CSR perception and purchase intentions.

The research will aid not only the fast-food industry but the industries that are looking to focus on what Generation Z consumers expect in emerging markets including India. Understanding consumer expectations out of CSR initiatives will help them to incorporate social considerations into their marketing strategies and increase their profitability. Generation Z is regarded as the most challenging consumer demographic to market due to their proclivity for conducting extensive research and comparison shopping before making a purchase decision. As a result, the companies that want to use CSR as a strategy may find it advantageous to investigate how marketing of their CSR initiatives will lead to competitive edge and influence purchase decisions of this generational cohort.

This study adds to the academic literature by developing and evaluating a research model for consumer responses of a very important generation cohort to CSR in an emerging economy setting. CSR activities alone may not be enough to improve purchase intention of Generation Z adults. Sequential mediation for Generation Z adults' relationship between CSR and price fairness flows through satisfaction and finally to purchase intention is interesting because it clearly establishes a link amongst belief, attitude and actions of the target audience under study in a meaningful way within the framework given by cognitive consistency theory.

The purpose of this paper is to examine the relationships between perceived justice and perceived corporate social responsibility (CSR) and the impact of perceived justice and CSR perceptions on customers’ behavioral responses, such as satisfaction and repatronage intention after service recovery. The authors also investigate the moderating role of service failure severity in the relationship between perceived justice and perceived CSR.

The data were collected using individually completed questionnaires. The proposed model was tested using structural equation modeling, and the moderation effects of failure severity in the relationship between perceived justice and perceived CSR were analyzed using stepwise multiple regression models.

The results suggest a path from satisfaction to CSR perceptions, which indicates that the link between CSR perceptions and satisfaction is reversed in the context of service recovery. The authors further reveal recovery satisfaction in two ways: It has a direct influence on repatronage intentions as well as an indirect influence via perceived CSR. Finally, the results demonstrate that the severity of a service failure intensifies the impact of distributive and procedural justice perceptions on perceived CSR, and perceived CSR serves as a partial mediator in the path from recovery satisfaction to repatronage intentions.

The results demonstrate that perceived justice of service recovery affects perceived CSR after a service failure and that the severity of a service failure moderates the impact of justice perceptions on perceived CSR. However, the possibility of intercausal relationships among distributive, procedural and interactional justice may need to be further explored in future research.

Given that the impact of distributive and procedural justice on CSR perceptions has become more critical as the severity of service failure increases, companies should prioritize allocating a fair amount of monetary compensation in a timely manner, particularly for those who experience a severe service failure.

The authors propose a model of perceived justice – perceived CSR – repatronage intentions within the service recovery context in an attempt to deepen the understanding of the antecedents of repatronage intention and the relationship between repatronage intention and recovery satisfaction following service recovery encounters by introducing perceived justice and CSR. Moreover, the authors discover the moderating effect of service failure severity on the relationship between justice perceptions and perceived CSR.

Although corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention varies depending on mediators and contexts. Thus, this study aims to examine how hotel companies can effectively influence customers' patronage behaviors by leveraging overall customers' CSR perception, trust and commitment.

For this purpose, an online survey is conducted among hotel customers in the USA. Partial least squares–structural equation modeling is utilized to analyze the collected data.

The results show that customers' perception toward CSR does not have a direct effect on customers' revisit intention. Interestingly, the authors find that customers' perception influences their revisit intention only via increasing trust and commitment. Also, trust appears to be highly critical for positive behavioral outcomes than commitment.

The limitations of the current research are that the different types of CSR activities and customers' demographics were not compared.

Customers' revisit intention is created when hotel companies provide not only CSR initiatives but also customers' perceived connection with the hotel brand.

Tourism and hospitality companies have focused on CSR activities because CSR activities are influential strategies to attract customers who want meaningful, responsible and sustainable experiences. By applying the cognitive consistency theory, the results of this study indicate that hotel companies can successfully use CSR activities to develop customers' revisit intention by enhancing their relational value.