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Corporate social responsibility and customer-citizenship behaviors: the role of customer–company identification

Mobin Fatma (Department of Marketing, Prince Sultan University, Riyadh, Saudi Arabia)
Imran Khan (College of Business Administration, Prince Sultan University, Riyadh, Saudi Arabia)
Vikas Kumar (Department of Marketing, Indian Institute of Management Sirmaur, Paonta Sahib, India)
Avinash Kumar Shrivastava (International Management Institute Kolkata, Kolkata, India)

European Business Review

ISSN: 0955-534X

Article publication date: 14 June 2022

Issue publication date: 5 October 2022

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Abstract

Purpose

This study aims to analyse a proposed model depicting the direct and indirect relationship between consumer perceptions of corporate social responsibility (CSR) and customer citizenship behaviour (CCB) in the banking industry.

Design/methodology/approach

In this study, data was collected from banking consumers in India. The final sample included 505 responses. The hypotheses were tested using structural equation modelling.

Findings

The findings suggest that consumer perceptions of CSR are positively related to consumer identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB.

Originality/value

This study contributes empirically and theoretically to expand the limited knowledge about the cognitive link between CSR and consumer behaviour. This study provides new insights about the proposed relationships related to the effects of consumer perception of CSR on CCB.

Keywords

Citation

Fatma, M., Khan, I., Kumar, V. and Shrivastava, A.K. (2022), "Corporate social responsibility and customer-citizenship behaviors: the role of customer–company identification", European Business Review, Vol. 34 No. 6, pp. 858-875. https://doi.org/10.1108/EBR-12-2021-0250

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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