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The nexus between corporate philanthropy and customer citizenship behavior: The role of corporate reputation and customer socialization.

Linart Janbout
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Abstract

Corporate philanthropy is one of the most debated topics among scholars for socially responsible firms. This study examines the impact of corporate philanthropy on customer citizenship behavior. Furthermore, this study aims to investigate the mediation effect of corporate reputation as well as the moderation effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The population of this study consists of 393 students from one university in North Cyprus. Using the regression analysis method, the findings of this study revealed that corporate philanthropy positively affects customer citizenship behavior and such a relationship is partially mediated by corporate reputation. The result of the interaction effect reported for a positive significant effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The research contributes to the literature by providing empirical findings on the relationship between corporate philanthropy and customer citizenship behavior as well as examining the underline mechanisms of how and under what conditions corporate philanthropy enhances customer citizenship behavior.


Keywords:
corporate social responsibility, customer citizenship behavior, customer socialization, corporate reputation
About this Article
Janbout, L. (2020). The nexus between corporate philanthropy and customer citizenship behavior: The role of corporate reputation and customer socialization. Journal of Sustainable Marketing, 1(1), 22–33. https://doi.org/10.51300/josm-2020-12

Article Details

Author Biography

Linart Janbout, Faculty of business and economic, Department of marketing, Girne American University, Kyrenia, North Cyprus, Via Mersin 10, Turkey.

 

 

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