| Abstract [eng] |
Morality and ethics have a long history of discourse in a variety of contexts, including philosophy, religion, and, more recently, business. Marketing literature is increasingly focusing on the analysis of indirect connotations of perceived CSR and consumer loyalty, but the factors associated with consumer characteristics are rarely taken into account. It is noted that the correlation between consumer moral ideologies and company values, affected indirectly through activities of companies, such as CSR, and its impact on consumer loyalty have been investigated only indirectly and highly fragmented. For this reason, the questions arise: how do different types of perceived corporate social responsibility affect customer loyalty, how do consumer ethical ideologies affect perceived CSR? |
