A research paper by Yuhei Inoue, Ph.D., assistant professor of Sport Management in the School of Kinesiology, has been accepted for publication in the Journal of Business Research.The study, titled “Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment“, examined whether consumers’ perceptions of corporate social responsibility (CSR) activities can predict behavioral loyalty, and how attitudinal constructs mediate this relationship. A field study of 634 customers of an Australian professional football team was conducted by combining attitudinal surveys with actual behavioral data collected one year later. The study’s findings indicate that the contribution of CSR initiatives to behavioral loyalty is not as robust as past research suggests, and is contingent upon specific psychological states activated by consumers’ perceptions of such initiatives.
Citation of this article: Inoue, Y., Funk, D.C., & McDonald, H. (in press). Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment. Journal of Business Research.