Jos Bartels
3 important questions on Jos Bartels
Diversity dimension (CSR)
The degree of diversity in a company and a company’s ability to integrate individuals who are diverse in terms of gender, race/ethnicity, sexual orientation and disabilities.
Product dimension (CSR)
The product CSR dimension concerns consumer responses to product safety, product quality and research and investment into innovative products.
Study bu Marin et al. main results
- CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company.
- Identity salience plays a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer company identification.
- Activating identity salience of a particular consumer social identity (an company) will affect consumer reactions to product stimuli, increasing consumer loyalty,
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