Journal
JOURNAL OF MARKETING MANAGEMENT
Volume 38, Issue 7-8, Pages 800-829Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0267257X.2021.2000474
Keywords
Expectancy confirmation; disconfirmation; attribution; satisfaction; referral; pay
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This research uses the ECD paradigm to investigate consumer response to CSR, finding that ECD has direct and indirect effects on satisfaction, referral, and willingness to pay a premium. It highlights the importance of ECD paradigm in CSR research.
This research employs the Expectancy Confirmation/Disconfirmation (ECD) paradigm to extend the knowledge about consumer response to CSR. While several scholars have identified consumer satisfaction with the firm as a salient variable that justifies investment in CSR, few have considered consumers' CSR perceptions against the backdrop of their CSR expectations, and none has done so empirically. This research examines whether ECD, which incorporates perceptions and expectations regarding CSR, affects satisfaction, referral, and willingness to pay a premium. In addition to replicating prior findings of the interplay between the three outcome variables, our two empirical studies underscore (a) the pertinence of the ECD paradigm to CSR research; (b) the direct and indirect effects of ECD on satisfaction, referral, and willingness to pay a premium; and (c) the role of attribution and satisfaction as serial mediators. Theoretical and managerial implications are discussed, and research limitations are disclosed.
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