Title: New insights on consequences of corporate associations - an investigation of mediators and moderator in Indian context

Authors: B. Saju; Kalyani Rangarajan; K. Harikrishnan; S. Joseph Jeya Anand

Addresses: VIT Business School, VIT University, Chennai, 600127, India ' VIT Business School, VIT University, Vellore, 632014, India ' VIT Business School, VIT University, Chennai, 600127, India ' VIT Business School, VIT University, Chennai, 600127, India

Abstract: This research investigates the joint mediating role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favourable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context. Using an online survey of Indian consumers, the study also investigates the moderating role of gender on affective identification and personal satisfaction as influenced by perceived CSR. Consistent with previous research in corporate associations theory, findings validate the impact of affective identification while extending prior works by incorporating feelings of personal satisfaction as a joint mediator on loyalty intention. The study reveals new insights as it finds women have stronger affective identification with the company compared to men whereas feelings of personal satisfaction is not moderated by gender. Implication relate to corporate branding and positioning based on strategic CSR.

Keywords: affective identification; corporate associations; perceived CSR; consumer loyalty; corporate social responsibility; corporate expertise; gender; personal satisfaction; mediating role; moderation; structural equation modelling; SEM; India; corporate positioning; corporate branding.

DOI: 10.1504/IJBEX.2017.083341

International Journal of Business Excellence, 2017 Vol.12 No.1, pp.102 - 126

Available online: 16 Mar 2017 *

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