International Journal of Advanced and Applied Sciences
Int. j. adv. appl. sci.
EISSN: 2313-3724
Print ISSN: 2313-626X
Volume 4, Issue 1 (January 2017), Pages: 28-39
Title: Commitment enhancement to an organic product through corporate social responsibility (CSR) and the mediating role of the consumers’ emotional attachment
Author(s): Toukabri Maher 1,2, *, Ghali Zohra 3,4
Affiliation(s):
1College of Business Administration, Northern Border University, Arar, Saudi Arabia
2FSEGJ, University of Jendouba, Jendouba, Tunisia
3College of Administrative and Financial Sciences, Saudi Electronic University-Dammam Branch, Dammam, Saudi Arabia
4ISGT, University of Tunis, Tunis, Tunisia
https://doi.org/10.21833/ijaas.2017.01.005
Abstract:
The marketing literature review we announced that previous studies have not dug in depth the effects of social responsibility and emotional attachment on the commitment to a biological product. Further than satisfying the target audience’s emerging and latent needs, which are being trivialized, the marketer must find a comparative advantage over the main actors. Therefore, we intent in this research to integrate Corporate Social Responsibility (CSR) and emotional attachment to understand emotional commitment to the brand of an organic product? Affective commitment is inherent to a relational perspective that can address the volatility of the consumer and build a deep partnership. Our work target at showing the effect of CSR operating in the organic sector on stimulating the consumer’s emotional commitment toward the company’s products, while testing the mediating role of emotional attachment. For this, we conducted an empirical study involving 430 Saudi customers of the brand Yves Rocher. The results allowed us, on the one hand, to confirm the significance of the causal link between CSR and consumer emotional involvement and, on the other hand, to justify the thorough mediation of emotional attachment to this organic brand. These findings allowed us to identify ways for the professionals working in the organic sector to improve strategies.
© 2017 The Authors. Published by IASE.
This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Keywords: CSR, Emotional attachment, Emotional commitment, Organic brand, Mediating role
Article History: Received 22 September 2016, Received in revised form 10 December 2016, Accepted 18 December 2016
Digital Object Identifier:
https://doi.org/10.21833/ijaas.2017.01.005
Citation:
Maher T and Zohra G (2017). Commitment enhancement to an organic product through corporate social responsibility (CSR) and the mediating role of the consumers’ emotional attachment. International Journal of Advanced and Applied Sciences, 4(1): 28-39
http://www.science-gate.com/IJAAS/V4I1/Maher.html
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