DIKUL - logo
Univerza na Primorskem Univerzitetna knjižnica - vsi oddelki (UPUK)
  • Impact of corporate social responsibility on OTC medicines consumers
    Roblek, Vasja ; Bertoncelj, Andrej
    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.
    Vir: Amfiteatru economic. - ISSN 1582-9146 (Vol. 16, no. 35, feb. 2014, str. 12-25)
    Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasle
    Leto - 2014
    Jezik - angleški
    COBISS.SI-ID - 1536222148

    Povezava(-e):

    http://www.amfiteatrueconomic.ro/RevistaDetalii_EN.aspx?Cod=51

vir: Amfiteatru economic. - ISSN 1582-9146 (Vol. 16, no. 35, feb. 2014, str. 12-25)

loading ...
loading ...
loading ...

Vnos na polico