Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


ADDING A PROSOCIAL SPIRIT TO LOYALTY PROGRAMS: HOW DOES IT WORK?
(A2021-92872)

Published: May 25, 2021

AUTHORS

Aïda Mimouni Chaabane, CY Cergy Paris Université; Béatrice Parguel, CNRS

ABSTRACT

This research interrogates how mixed incentive bundles, i.e., selfish and prosocial rewards, enhance corporate social responsibility image and loyalty programs loyalty. Precisely, an experiment (N=204) shows that mixed incentive bundles enhance corporate social responsibility image and loyalty program loyalty compared with more selfish incentive schemes but only when consumers can choose the benefiting charity. This positive influence occurs through the mediating effect of perceived warm glow feelings and without harming perceived monetary benefits. Altogether, these findings extend the literature on prosocial loyalty programs and suggest that they represent a win-win strategy that firms should adopt.