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  • Study based on a goal driven survey

    2018-11-05

    Study 2, based on a goal driven survey supplemented Study 1 and shows two mechanisms that influence CSR consumer satisfaction, one directly and the other indirectly through the mediation of brand attitude. The results confirm the direct influence of CSR on customer satisfaction, and Baron and Kenny\'s (1986) mediation test confirms the mediator role of brand attitude in CSR influence on satisfaction. Consumers react positively through specific relations in their brand relationships to Corporate Social Responsibility initiatives, but oxycodone hydrochloride will only be affected by concrete CSR initiatives as tested in Study 1. Therefore consumers are connected to the social dimension of the brand through different oxycodone hydrochloride complementary variables: increased positive reactions that reinforce brand attitude and increased social satisfaction.
    Conflict of interest
    Introduction People are exposed to stories throughout their lives from the moment of birth (Van Laer, Ruyter, Vsconti, & Wetzels, 2014), because stories are informally told all the time. From parents to children, from grandparents to grandchildren, from teachers to students; at bars, around campfires, and so on (Herskovitz & Crystal, 2010). Storytelling is a fundamental human activity because through it people are able to better understand their world and organize their experiences to communicate them to others (Cooper, Schembri, & Miller, 2010; Moore, 2012). Furthermore, reliving and repeating stories is inherently pleasurable to the teller and permits to experience an archetype fulfilment in their own story (e.g., being a hero, a lover, a rebel) (Woodside, Sood, & Miller, 2008). However, storytelling also plays a role in persuasion, because the best way to persuade someone is by telling a compelling story (Woodside, 2010). This natural human process of people organizing their experiences through the construction of stories is also present in consumption contexts (Chiu, Hsieh, & Kuo, 2012). Researchers of a myriad academic fields – such as advertising, leadership and information processing – have studied how consumers interpret their exposure to and experiences with brands through stories. Furthermore, with the advent and popularity of social media (e.g., discussion forums, travel and consumer blogs, social platforms), consumers’ role in brand storytelling is more active than ever (Singh & Sonnenburg, 2012) and these stories can spread as rapidly as those created by companies, implying that brand owners no longer have complete control over their brands and the meanings of these brands (Henning-Thurau et al., 2010; Muñiz & Schau, 2007). Whether created by consumers or by firms, storytelling has become a powerful communication tool that makes it possible to better differentiate the brand and to make sure that it is not just another commodity (Kaufman, 2003). As storytelling is used to bring brands to life and provide them with a personality, in the academic literature there is a strong belief about the benefits of storytelling to brands (Lundqvist, Liljander, Gummerus, & van Riel, 2013). Specifically, it has been proven to add favourable and unique brand associations, which in turn increase brand equity (Lundqvist et al., 2013); in addition, storytelling can better embrace the core brand values compared to traditional forms of marketing communication (Herskovitz & Crystal, 2010). It also strengthens emotional brand connections (Escalas, 2004; Herskovitz & Crystal, 2010), and has positive effects on brand attitudes and purchase intentions (Chiu et al., 2012). As a consequence of the qualities inherent in stories, particularly their emotional and relational power, meaning-creating and memorable properties (Wachtman & Johnson, 2009), research efforts and interest in storytelling within the field of marketing, and especially in the branding literature, has increased during recent years, such that storytelling has moved from being primarily used in advertising, to being viewed as an essential element in developing and managing the brand strategy.