RESEARCH ARTICLE
The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions
Esra Alniacik,
Charefeddine Moumen,
Umit Alniacik,
Esra Alniacik
Faculty of Economics and Administrative Sciences Department of Business Administration, Kocaeli University, Turkey
Search for more papers by this authorCharefeddine Moumen
Faculty of Economics and Administrative Sciences Department of Business Administration, Kocaeli University, Turkey
Search for more papers by this authorCorresponding Author
Umit Alniacik
Faculty of Economics and Administrative Sciences Department of Business Administration, Kocaeli University, Turkey
Correspondence
Umit Alniacik, Faculty of Economics and Administrative Sciences, Department of Business Administration, Kocaeli University, Baki Komsuoglu Bulvari No: 515, Umuttepe, Izmit, 41001, Kocaeli, Turkey.
Email: umit.alniacik@kocaeli.edu.tr
Search for more papers by this authorEsra Alniacik,
Charefeddine Moumen,
Umit Alniacik,
Esra Alniacik
Faculty of Economics and Administrative Sciences Department of Business Administration, Kocaeli University, Turkey
Search for more papers by this authorCharefeddine Moumen
Faculty of Economics and Administrative Sciences Department of Business Administration, Kocaeli University, Turkey
Search for more papers by this authorCorresponding Author
Umit Alniacik
Faculty of Economics and Administrative Sciences Department of Business Administration, Kocaeli University, Turkey
Correspondence
Umit Alniacik, Faculty of Economics and Administrative Sciences, Department of Business Administration, Kocaeli University, Baki Komsuoglu Bulvari No: 515, Umuttepe, Izmit, 41001, Kocaeli, Turkey.
Email: umit.alniacik@kocaeli.edu.tr
Search for more papers by this authorAbstract
This study examines how personal values affect the impact of perceived CSR aspects on purchase intentions by investigating the differences between two groups of customers, which are customers with more self-centered values (self-enhancement value orientation) and customers with more altruistic values (self-transcendent value orientation). The research sample consisted of 356 customers of six banks in Algiers, capital city of Algeria. Research hypotheses were tested by structural equation modeling (SEM). Data analyses revealed that personal values can change the strength and the direction of the relationship between the perceived economic and philanthropic aspects of CSR on purchase intentions. However, no such effect is detected on the links between perceived legal and ethical aspect of CSR and purchase intentions. Customers with self-enhancement values are more interested in economic and legal aspects of CSR, whereas customers with self-transcendence values are mainly interested in philanthropic aspect of CSR. Research and managerial implications of the findings are discussed.
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