Enhancing young consumer?s relational and behavioral outcomes: The impact of CEO activism authenticity and value alignment

被引：5

作者：

Jin, Jie ^{[1
]}

Mitson, Renee ^{[1
]}

Qin, Yufan Sunny ^{[1
]}

Vielledent, Marc ^{[1
]}

Men, Linjuan Rita ^{[1
]}

机构：

[1] Univ Florida, Coll Journalism & Commun, Dept Publ Relat, 2096 Weimer Hall,1885 Stadium Rd,POB 118400, Gainesville, FL 32611 USA

来源：

PUBLIC RELATIONS REVIEW | 2023年 / 49卷 / 02期

关键词：

CEO activism; Perceived authenticity; Value alignment; Organizational identification; Consumer-organization relationships; Purchase intention; PUBLIC-RELATIONS; ORGANIZATIONAL IDENTIFICATION; CORPORATE REPUTATION; IDENTITY; CSR; ATTRACTIVENESS; INTENTIONS; TRUST; JOB; FIT;

D O I：

10.1016/j.pubrev.2023.102312

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study surveyed 373 U.S. consumers on how perceived CEO activism authenticity and consumer value alignment (e.g., a match between personal values and a CEO's stance on a sociopolitical issue) influence young consumers' identification with the CEO's organization, foster quality consumer relationships with the CEO's organization, and increase purchase intention. The results of structural equation modeling analysis showed that the perceived authenticity of CEO activism positively influenced young consumers' relationships with the or-ganization and their intent to purchase. Value alignment also demonstrated a strong positive effect on consumer organizational identification. Furthermore, high-value alignment and organizational identification both contributed to the quality of consumer relationships with the organization. Consumers' identification and re-lationships with the organization were revealed as serial mediators in the relationship between perceived value alignment with CEO activism and consumers' purchase intention.

引用

页数：11