| dc.rights.license | CC-BY-NC-ND | |
| dc.contributor.advisor | Veenstra, E. | |
| dc.contributor.author | Hofland, M.N. | |
| dc.date.accessioned | 2021-08-05T18:00:45Z | |
| dc.date.available | 2021-08-05T18:00:45Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | https://studenttheses.uu.nl/handle/20.500.12932/40552 | |
| dc.description.abstract | 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. | |
| dc.description.sponsorship | Utrecht University | |
| dc.format.extent | 507534 | |
| dc.format.mimetype | application/pdf | |
| dc.language.iso | en | |
| dc.title | 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 | |
| dc.type.content | Master Thesis | |
| dc.rights.accessrights | Open Access | |
| dc.subject.keywords | corporate social responsibility; CSR-brand fit; motives; message source;
warmth; customer loyalty | |
| dc.subject.courseuu | Social, Health and Organisational Psychology | |
