How corporate ability affects on Consumers' response to corporate social alliance?
| Main Authors: | Ramezani Kimia, Esfidani Mohammad Rahim |
|---|---|
| Format: | Journal Book |
| Bahasa: | ind |
| Terbitan: |
MBA Department, Faculty of Management
, 2013
|
| Subjects: | |
| Online Access: |
http://opac.unila.ac.id/ucs/index.php?p=show_detail&id=42591 |
Daftar Isi:
- AbstractSocial alliance, as a type of corporate social marketing, seeks to achieve organizational benefits, through thecollaboration instead of competition. This research analyses consumers' responses to social alliance towardthe company in term of purchase intention (PI). It also develops a model that examines the mediating role ofsocial value orientation (SVO) and the moderating effect of corporate ability (CA), with regard to theinfluence of the social alliance and PI. This contributed model is not examined so far. A self-administeredquestionnaire is distributed to collect data among 560 Iranian people who are above 20 years old.Consequently, 470 valid questionnaires are considered. To hypothesize relations through structural equationmodelling (SEM) analysis SmartPls3 is used. As a result of this study, consumers respond to social alliancebased on their social value orientation (SVO). Furthermore, findings not supported the moderating role ofCA.