The Nexus Between CSR, Corporate Image, Company Identification, Emotional Attachment and Small Equity Investors Behavior

Marketing literature provides empirical evidence on the relationship among corporate social responsibility (CSR), company identification, emotional attachment, corporate image and consumer behavior. However, there is sparse research that examines the impact of CSR, image, identity and emotional attachment in shaping investors' behavior. The current study fills this gap by proposing and testing a conceptual model that examines the nexus between CSR, company identification, emotional attachment and corporate image and investor behavior. Data has been collected from small equity investors trading at Lahore Stock Exchange in Pakistan using self-administered survey questionnaire technique. The study used structural equation modeling (SEM) technique to test the proposed model. The study found positive association between CSR, and corporate image, corporate identity and development of emotional attachment with company. The higher level of CSR, corporate image, corporate identity and emotional attachment leads to development of investors' behavioral loyalty with company.