Efeitos da Responsabilidade Social Corporativa na lealdade do consumidor com a marca

• José Javier Rivera ^[1] ; Enrique Bigne ^[1] ; Rafael Curras-Perez ^[1]
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 21, Nº. 3, 2019, págs. 395-415
• Idioma: portugués
• DOI: 10.7819/rbgn.v21i3.4003
• Enlaces
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• Dialnet Métricas: 2 Citas
• Resumen

  • Objetivo – Este trabalho analisa a influência das associações de RSC na lealdade em relação à marca. Propomos um modelo teórico que inclui o papel mediador da percepção da marca, atitude em relação à marca e satisfação do cliente no efeito da RSC sobre a lealdade, medida como um construto reflexivo de segunda ordem.

    Metodologia – Propomos um modelo teórico estimado por meio da análise das estruturas de covariância utilizando o EQS 6.1. Os dados foram obtidos utilizando uma pesquisa online com 351 consumidores espanhóis de moda esportiva.

    Resultados – Este estudo ilustra que as associações de RSC têm uma influência direta e positiva sobre a lealdade e uma influência indireta através de seus efeitos positivos sobre a percepção da marca e a satisfação do cliente. A atitude em relação à marca não parece desempenhar um papel significativo na influência da RSC sobre a lealdade.

    Contribuições – Estudamos o efeito das associações de RSC, da percepção da marca, satisfação e atitude em relação à marca como motivadores da lealdade com a marca, concebida como um construto reflexivo de segunda ordem com quatro dimensões: lealdade atitudinal, intenção de compra, nível de gasto e intenção de recomendar. É importante construir estratégias relacionais de marketing que integrem a RSC com a orientação do consumidor a partir de três dimensões do modelo validado no trabalho: percepção da marca, satisfação e atitude em relação à marca.

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