Volum 16 | Număr 35 | Publicat la 01/02/2014 | Pagini: 12 - 25 | ISSN 1582-9146 | eISSN -
Impact of Corporate Social Responsibility on OTC Medicines Consumers.
Rezumat
In the article is presented the case of trust-based marketing of
over-the-counter (OTC) medicines. The relationship between the
hypotheses was tested by means of structural equation modelling. The
results of the first model show that the predictor variable (consumer
satisfaction with safety and information) has a significant effect on
the mediator variable (consumer trust). The results of the second model
show that the consumer trust also has a significant effect on virtual
brand loyalty (dependent variable). Model 3 was developed by including
consumer perception of corporate social responsibility (CSR) and
consumer trust as independent predictor variables and virtual brand
loyalty as the mediator variable with the specific intention to
determine whether the effects of consumer perception of CSR on virtual
brand loyalty became insignificant or less significant. The results of
Model 3 show a partial mediator effect of consumer trust regarding the
relationship between consumer perception of CSR and virtual brand
loyalty.
Cuvinte cheie:
Consumer trust, corporate social responsibility, structural equation modelling, OTC medicines, social media, marketing, pharmaceutical companies
©   UEFISCDI 2010