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International audience; This research investigates the respective contributions of three CSR actions (sponsorship, cause-related marketing, CSR-linked sponsorship), implemented by a retailer, to the development and maintenance of a relationship between this retailer and its consumers in order to build loyalty. 364 individuals who were members of an internal panel were assigned to one of these three CSR actions. The results obtained indicate that these three CSR actions increase or maintain consumers’ loyalty to a retailer through its personality, its perceived identity proximity and their trust in this retailer, but that the type of CSR actions considered has an influence on the validated causal relationships. From a theoretical point of view, this research complements previous works which have mainly focused on the effectiveness of the means of communication used in order to highlight these three CSR actions in terms of persuasion and attitude towards the brand using them (Lii and Lee, 2012; Lii et al., 2013; Uhrich et al., 2014; Flöter et al., 2016). In fact, these works never compared them as loyalty tools. From a managerial point of view, it indicates a classification of these CSR actions to be favored according to their weight on the variables studied (personality, identity proximity, trust and loyalty) and their impacts on them: 1) CSR- linked sponsorship; 2) sponsorship and 3) cause-related marketing. Lastly, this research stresses that sponsorship and cause-related marketing are complementary and that these actions must therefore be linked together.; Cette recherche étudie les contributions respectives de trois actions RSE (parrainage, produit-partage et CSR-linked sponsorship), mises en place par une enseigne, au développement et au maintien d’une relation entre cette enseigne et ses consommateurs, dans le but de les fidéliser. 364 individus membres d’un panel interne ont été assignés à l’une de ces trois actions RSE. Les résultats obtenus indiquent que ces trois actions RSE permettent d’accroître ou d’entretenir la fidélité des consommateurs à une enseigne via sa personnalité, sa proximité identitaire et leur confiance dans cette enseigne, mais que le type d’actions RSE considéré a une influence sur les relations causales validées. D’un point de vue théorique, cette recherche complète les travaux antérieurs qui se sont surtout centrés sur l’efficacité des moyens de communication utilisés, afin de mettre en avant ces trois actions RSE, en termes de persuasion et d’attitude envers l’entité les mobilisant (Lii et Lee, 2012 ; Lii et al., 2013 ; Uhrich et al., 2014 ; Flöter et al., 2016). Ces travaux ne les ont en effet jamais comparés comme outils de fidélisation. D’un point de vue managérial, elle indique un classement de ces actions RSE à privilégier en fonction de leurs poids sur les variables étudiées (personnalité, proximité identitaire, confiance et fidélité) et de leurs impacts sur celles-ci : 1) CSR-linked sponsorship ; 2) parrainage et 3) produit-partage. Elle souligne enfin que les actions de parrainage et de produit-partage sont complémentaires et qu’il faut donc les lier entre elles.

International audience; This study focuses on the impact of two antecedents of retailer personality (grasped by five personality traits: introversion, conscientiousness, agreeableness, sophistication and disingenuousness), on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer. Data were collected through a natural experiment on a convenience sample of 226 consumers of a French grocery retailer. Using partial least squares analysis (PLS), our results mainly indicated that (1) private brand trust has a positive and significant influence on the retailer personality traits “conscientiousness” and “sophistication” (2) private brand trust and private brand attitude have a positive and significant influence on the retailer personality trait “agreeableness” (3) trust and attitude toward the private brand have a positive and significant influence loyalty to the retailer while retailer personality traits have no influence on this variable. This research fills a gap in the literature since few studies have looked at the antecedents of retailer personality. Moreover, it reinforces the strategic importance of private brands for retailers since they have the potential to improve retailer personality and loyalty to the retailer.

International audience; This study investigates the impact of a retailer's Corporate Social Responsibility (CSR) policy and its price image on retailer personality, along with the impact of these two variables on the consequences of retailer personality: consumers' satisfaction, trust and loyalty toward the retailer (measured by their attitude and future behavioral intentions). Data were collected on a convenience sample of 352 consumers of a French grocery retailer. Using Partial Least Squares analysis (PLS), we show that perceived Corporate Social Responsibility and price image have a significant positive/negative influence on retailer personality traits ("agreeableness" and "conscientiousness"/"disingenuousness") and that Corporate Social Responsibility has also a significant positive influence on the "sophistication" personality trait. For the consequences examined (satisfaction, trust and loyalty to the retailer), we show that Corporate Social Responsibility, price image and retailer personality have a direct or indirect impact on these dependent variables.

International audience; This article investigates the impact of retailer personality on consumers' satisfaction with and loyalty to the retailer, measured through attitude and future behavioral intentions. Data were collected on a convenience sample of 372 customers of a specific retailer. Using partial least squares analysis (PLS), we show that four traits ("congeniality", "originality", "conscientiousness" and "preciousness") have a direct or indirect impact on one of the dependent variables studied. Hence, this article proposes a model of the consequences of retailer personality and suggests that retailer personality is an important concept that practitioners should consider when running their satisfaction and loyalty programs.