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        An analysis of what causes CSR to be perceived as sincere and how warmth functions as a mediator between this perceived sincerity and customer loyalty

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        Hofland (6289487) thesis.pdf (495.6Kb)
        Publication date
        2021
        Author
        Hofland, M.N.
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        Summary
        Purpose: The purpose of this paper is to examine what influences the perceived sincerity of CSR and to examine whether ‘warmth’ functions as a mediator between the perceived sincerity of CSR and customer loyalty. Method: a 2x2x2 between-subject design survey was used. The relationship between CSRbrand fit, motives, message source, and perceived sincerity was tested using a factorial ANOVA. Next, the mediation effect of warmth was tested using linear multiple regression analysis. Results: No main effect of CSR-brand fit, motives of message source on perceived sincerity of CSR was found. The only interaction effect on perceived sincerity of CSR found was the interaction between CSR-brand fit and message source. Furthermore, warmth was found to operate as a mediator between the perceived sincerity of CSR and message source.
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        https://studenttheses.uu.nl/handle/20.500.12932/40552
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