Gen Z, “Blink-Share-Laugh-Forget”: a Loyalty Model Based on CSR

Abstract

Objective- This research work aims to analyze the extent to which practices in Corporate Social Responsibility motivate the loyalty of Generation Z to mobile phone brands in the city of Córdoba, Argentina. Design/Methodology- It is a quantitative research based on 403 valid surveys carried out in June 2019 in the city of Córdoba, with a selection of cases from a convenience sampling. The theoretical background states that Corporate Social Responsibility has a positive impact on conative (purchase intention), cognitive (brand equity) and affective (customerbusiness identification) aspects. These, in turn, have a positive impact on loyalty. The model was statistically checked by linear regression methods. Conclusions- The hypotheses stated were confirmed: there is a positive relationship between the model constructs and loyalty. The construct with the biggest impact is the conative aspect, represented in the purchase intention.
Research limitations- This research is limited to the category of mobile phones. Thus, extrapolating the model to other categories may be difficult. Because of the inexistence of previous analyses, there may be other restrictions and the study may be biased due to the type of sample used. Originality/Validity- Confirming the importance of building brand equity in
line with CSR, and the importance of developing a context which favors purchase intention and the loyalty of generation Z.