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DC poleHodnotaJazyk
dc.contributor.authorMoisescu, Ovidiu-Ioan
dc.contributor.authorGică, Oana-Adriana
dc.date.accessioned2018-01-05T09:23:23Z
dc.date.available2018-01-05T09:23:23Z
dc.date.issued2017
dc.identifier.citationE+M. Ekonomie a Management = Economics and Management. 2017, č. 4, s. 187-202.cs
dc.identifier.issn2336-5604 (Online)
dc.identifier.issn1212-3609 (Print)
dc.identifier.urihttp://hdl.handle.net/11025/26606
dc.format16 s.cs
dc.format.mimetypeapplication/pdf
dc.language.isoenen
dc.publisherTechnická univerzita v Libercics
dc.relation.ispartofseriesE+M. Ekonomie a Management = Economics and Managementcs
dc.rights© Technická univerzita v Libercics
dc.rightsCC BY-NC 4.0cs
dc.subjectCSRcs
dc.subjectvěrnost značcecs
dc.subjectspotřebitelská demografiecs
dc.subjectmaloobchodní bankovnictvícs
dc.titleThe moderating influence of consumer demographics on the relationship between perceived CSR AND brand loyalty in the Romanian retail banking sectoren
dc.typečlánekcs
dc.typearticleen
dc.rights.accessopenAccessen
dc.type.versionpublishedVersionen
dc.description.abstract-translatedThe current research investigates the moderating infl uence of consumer demographics on the relationship between customers’ perceptions of corporate social responsibility (CSR) and their corporate brand loyalty towards retail banks in Romania, a typical developing country and one of the largest countries of Central and Eastern Europe. The investigation is based on data collected within a survey conducted among a sample of 1,449 Romanian retail banking customers, based on a questionnaire including a specifi c set of items drawn up from the literature, intended to refl ect corporate brand loyalty, as well as perceptual CSR dimensions, from a sustainable development and stakeholder-based perspective. After an exploratory factor analysis, the observed variables were grouped into several latent variables regarding perceived CSR and brand loyalty and, further on, these were included into a multiple regression model which was tested comparatively within various sample groups generated based on consumer demographics variables. The results emphasize several signifi cant dissimilarities between gender, age, education and residence type based consumer segments in what concerns the impact of various CSR dimensions, as perceived by customers, on brand loyalty towards corporate brands in the banking sector. Thus, brand loyalty is signifi cantly infl uenced by: perceived responsibility towards the environment – only in the case of female, younger and/or higher educated customers; perceived responsibility towards public authorities – only in the case of customers who are male, older, less educated and/or residing in larger cities; by perceived responsibility towards shareholders – only when for customers who are older, higher educated and/or residing in larger cities. The fi ndings have practical implications for enhancing corporate brand loyalty in the regional retail banking sector market by outlining those CSR policies, actions and attitudes which should have priority within local banks’ marketing communications.en
dc.subject.translatedCSRen
dc.subject.translatedbrand loyaltyen
dc.subject.translatedconsumer demographicsen
dc.subject.translatedretail bankingen
dc.identifier.doidx.doi.org/10.15240/tul/001/2017-4-013
dc.type.statusPeer-revieweden
Vyskytuje se v kolekcích:Číslo 4 (2017)
Číslo 4 (2017)

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  1. DSpace at University of West Bohemia
  2. Publikace ZČU / UWB Publications
  3. Časopisy ZČU / UWB Journals
  4. Ekonomie a management
  5. 2017
  6. Číslo 4 (2017)