The Moderating Effects of Demographics on the Relationship Between Perceived CSR and Brand Loyalty in the Mobile Telecom Sector
The Moderating Effects of Demographics on the Relationship Between Perceived CSR and Brand Loyalty in the Mobile Telecom Sector

Summary/Abstract: The goal of the paper is to analyze the demographic discrepancies in the relationship between customers’ perceptions of corporate social responsibility (CSR) and their loyalty towards mobile telecommunication companies, within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. For this purpose, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban areas of Romania. The findings emphasize several significant dissimilarities between gender, age, education and residence type based consumer categories in what concerns the impact of various CSR dimensions, as perceived by customers, on corporate brand loyalty. The results have practical implications for enhancing corporate brand loyalty in the regional mobile telecommunication market by outlining those CSR policies which should have priority in implementation and, especially, communication.

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