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1.
Dwane Hal Dean PhD 《广告杂志》2013,42(4):91-102
In cause-related marketing (CRM), a company agrees to donate money to a charity each time a consumer engages in a revenue-producing transaction with the firm. Since the company benefits first before any obligation to donate is accrued, consumers might perceive this practice to be less altruistic than an unconditional donation to a cause. If so, CRM could backfire, injuring corporate image. This study investigated the effects of type of donation (conditional or not conditional upon corporate revenue) and reputation of the firm making the donation (firms described as scrupulous, average, or irresponsible in the discharge of their social responsibility) on consumer regard for the firm; perceived mercenary intent of the firm; and whether the social performance of the company is consistent with "good" management. Consumer responses were predicted based on the contrast effect and attribution theory. Results suggest that irresponsible firms increased their favor with consumers by pursuing either type of donation. The average firm enhanced its image by pursuing an unconditional donation, but a conditional donation did not damage firm image. Perception of the scrupulous firm was little changed after unconditional donation, but a scrupulous firm suffered a loss of favor by pursuing CRM. It is concluded that the average firm does not risk a loss of public goodwill when using CRM. 相似文献
2.
Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation 总被引:1,自引:1,他引:0
Jaywant Singh Maria del Mar Garcia de los Salmones Sanchez Igancio Rodriguez del Bosque 《Journal of Business Ethics》2008,80(3):597-611
The concept of corporate social responsibility is becoming integral to effective corporate brand management. This study adopts
a multidimensional and cross-country perspective of the concept and analyses consumer perceptions of behaviour of four leading
consumer products manufacturers. Data was collected from consumers in two countries – Spain and the UK. The study analyses
consumers’ degree of interest in corporate responsibility and its impact on their perception about the company. The findings
here suggest a weak impact of company-specific communication on consumers’ perception. The implications of this study are
relevant to companies for strengthening their social responsibility associations with the consumers.
Dr. Jaywant Singh is Senior Lecturer at Kingston University, London where he teaches consumer behaviour and international
marketing. His research interests include customer loyalty, product variants, new brands, corporate social responsibility,
and consumer panel data. He received his PhD in marketing in 2004.
Dr. Maria de Mar Garcia de los Salmones is Lecturer at University of Cantabria (Spain). Her current research interests include
corporate social responsibility, brand image and consumer behaviour. She received her PhD in business administration in 2002.
Dr. Ignacio Rodriguez de Bosque is Professor of Marketing at the University of Cantabria (Spain). His current research interests
include Business Communication, relationship marketing and distribution channels. He has published in several international
journals such as Tourism, Management, Journal of Retailing and Consumer Services and Industrial Marketing Management. 相似文献
3.
Prior research has found attributions to mediate the relationship between the elements of corporate social responsibility (CSR) activities and consumer responses to firms; however, the question of what variables determine consumer attributions of CSR remains partially unaddressed. This article analyzes why consumers make attributions of CSR that are either positive (values-driven or strategic motives), or negative (stakeholder-driven or egoistic motives). The results obtained from two empirical studies (n = 197, n = 222) indicate that company–cause fit, corporate ability, and interpersonal trust have a positive influence on the motives that consumers attribute to CSR, whereas corporate hypocrisy has a negative effect. This research contributes to our understanding of the psychological mechanisms underlying impactful consumer judgments and provides guidance for organizations in responding to such evaluations. 相似文献
4.
The lack of attention to sustainability, as a concept with multiple dimensions, has presented a developmental gap in green
marketing literature, sustainability, and marketing literature for decades. Based on the established premise of customer–corporate
(C–C) identification, in which consumers respond favorably to companies with corporate social responsibility initiatives that
they identify with, we propose that consumers would respond similarly to companies with sustainability initiatives. We postulate
that consumers care about protecting and preserving favorable economic environments (an economic dimension of sustainability)
as much as they care about natural environments. Thus, we investigate how two sustainability dimensions (i.e., environmental
and economic) and price can influence consumer responses. Using an experimental method, we demonstrate that consumers favor
sustainability in both dimensions by giving positive evaluations of the company and purchase intent. In addition, consumers
respond more negatively to poor company sustainability than to high company sustainability. In comparison, consumers respond
more negatively to the company’s poor commitment to caring for the environment than to the company’s poor commitment to economic
sustainability. We also find that consumers do not respond favorably to low prices when they have information about the firm’s
poor environmental sustainability. Finally, we find support for an interaction effect between consumer support for sustainability
and corporate sustainability; that is, consumers evaluate a company more favorably if the company shares the consumers’ social
causes. Overall, we conclude, from our empirical study, support for the idea that consumers do respond to multiple dimensions
of sustainability. 相似文献
5.
Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis that the effects of perceived CSR on consumer reactions are mediated by felt gratitude and moderated by the magnitude of altruistic values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive things about the company, and (2) participate in advocacy actions benefiting the company. 相似文献
6.
This study proposes two identification cuing factors (i.e., CSR associations and CSR participation) to understand how corporate
social responsibility (CSR) relates to employees’ identification with their firm. The results reveal that a firm’s CSR initiatives
increase employee–company identification (E–C identification). E–C identification, in turn, influences employees’ commitment
to their company. However, CSR associations do not directly influence employees’ identification with a firm, but rather influence
their identification through perceived external prestige (PEP). Compared to CSR associations, CSR participation has a direct
influence on E–C identification. On the basis of these findings, it is argued that CSR performance can be an effective way
for companies to maintain a positive relationship with their employees. 相似文献
7.
This study viewed students majoring in public relations as prospective public relations practitioners and explored their perceptions
about corporate social responsibility (CSR) as their job attraction condition. The results showed that the students perceived
CSR to be an important ethical fit condition of a company. One of the significant findings is that CSR can be an effective
reputation management strategy for prospective employees, particularly when a company’s business is suffering. In examining
the effect of CSR efforts on attitudinal and behavioral outcomes, person–organization (P–O) fit appeared to serve as a mediator
between CSR performances and organizational attractiveness. 相似文献
8.
This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause (“CSM credibility”). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework. 相似文献
9.
Jo?lle Vanhamme Adam Lindgreen Jon Reast Nathalie van Popering 《Journal of Business Ethics》2012,109(3):259-274
As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause in influencing corporate image, as well as the influence of a connection between the cause and consumer preferences on brand attitudes and brand choice. However, prior research has not addressed which cause composition most appeals to consumers or the impact of cause choice on corporate image. A between-subjects field experiment in the Netherlands examines the influence of three core cause attributes??cause type, cause scope, and cause acuteness??on consumers?? perceptions of corporate image. Furthermore, this experiment examines the extent to which consumer identification with the cause mediates the influence of the cause attributes on corporate image. The findings indicate that identification with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally influential in corporate image perceptions. By proposing and testing a comprehensive model of the influence of cause attributes on corporate image in cause-related marketing, this article provides important implications and suggests avenues for further research. 相似文献
10.
The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior
Based on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted
corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty
is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger
loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with
the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty
when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state
of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions
to product stimuli, increasing consumer loyalty. 相似文献
11.
Enrique Bigné-Alcañiz Carla Ruiz-Mafé Silvia Sanz-Blas 《Journal of Marketing Communications》2013,19(4):265-283
The traditional focus on the study of cause–brand fit in cause-related marketing (CrM) is that it is a mediator variable between consumer perceptions and subsequent responses. However, the literature is not conclusive on this point. This study adopts a new perspective, considering cause–brand fit as a moderator variable rather than a direct antecedent to consumer evaluations of CrM. Thus, the main objective of this research is to examine the moderator role of cause–brand fit in the influence of two corporate associations elicited in CrM (corporate social responsibility (CSR) and corporate ability (CA) associations) on brand attitude and two behavioural consumer responses (purchase intent and support to non-profit organisation (NPO)). For this, a theoretical model is proposed, and it is estimated with a sample of 595 Spanish consumers of insurance and personal hygiene and toiletries products. Results show that when consumers perceive high social cause–brand fit, the positive influence of CSR associations on the formation of brand attitude is amplified. However, when cause–brand fit is low, brand attitude is formed via CA associations. Finally, consumer behavioural responses in favour of the brand (i.e. purchase intent) and social cause (i.e. support to NPO) are reinforced in a context of high cause–brand perceived fit. 相似文献
12.
Corina Şerban 《食品市场学杂志》2013,19(2):81-92
The notion of corporate social responsibility has evolved into a fairly complex concept that can influence the very world we live in. Today's society is interested not only in companies' financial results but also in the way they conduct their businesses. Corporations everywhere try to respond to new environmental challenges by actively engaging in the life of the community and by developing relationships based on mutual trust with consumers. This article introduces the corporate social responsibility domain by underlining the importance of this concept to the later development of a company. The article denounces the results of research conducted on Romanian consumers regarding corporate social responsibility campaigns undergone by firms in Romania. Its purpose is to bring insight into Romanian consumers' perceptions of recent social campaigns, reviewing the extent to which these consumers are willing to become involved in society's well-being. The survey conducted here attempts to provide answers to issues that concern the companies' involvement type, their purview, the reasons for participating in society's welfare, as well as the social campaigns' most common action areas. The results gathered show that corporate social responsibility is not only a promotion method, but a method that implies the effective involvement in the life of the community and in its subsequent issues, therefore representing a real means of support for the economic development of the community in question. In conclusion, companies must put their social conscience into use when dealing with their clients and stakeholders, by offering solutions to environmental concerns, resource management, mutual aid, and welfare rising from corporate support. 相似文献
13.
Previous studies on corporate social responsibility (CSR) communication suggest that firms’ social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and therefore reduce consumer skepticism. In this article, we extend existing research by showing that source effects in the communication of social sponsorships are contingent on the brand’s pre-existing reputation. We argue that the congruence between the credibility and trustworthiness of the message source and the brand helps predict consumer responses to a social sponsorship. The results show that a non-corporate source (publicity) generates more positive brand evaluations than a corporate source (advertising) when the sponsor has a positive reputation. However, the converse effect occurs when brand reputation is low: when the sponsor has a poor reputation, a corporate source generates more positive brand evaluations than a non-corporate source. Mediation analyses show that the interaction effect between CSR information source and brand reputation can be explained by sponsorship attitude, persuasion knowledge, and perceived fit between the brand and the cause. 相似文献
14.
Just as socially irresponsible organizational behavior leaves a punitive legacy on society, socially responsible organizations
can foster curative change. This article examines whether small organizations can foster societal change toward more sustainable
modes of living. We contend that consumption is deeply intertwined with social relations and norms, thus making individual
behavioral change toward sustainability a matter of facilitating change in individual behavior, as well as in social norms
and relations between organizations and consumers. We argue that it is in this facilitation process that small firms can play
a major role, by adopting upstream and downstream approaches to diffuse behavioral change. By synthesizing four key strands
of literature – small businesses and corporate social responsibility, ethical consumption, community social marketing, and
the diffusion of innovation – and using the exemplar case of Modbury, the iconic “plastic bag-free” town, we demonstrate how
responsible small firms can influence communities, and the individuals therein, to encourage environmentally sustainable practice
to diffuse and support change in society. 相似文献
15.
Elizabeth Dreike Almer Audrey A. Gramling Steven E. Kaplan 《Journal of Business Ethics》2008,80(1):61-76
The frequency of earnings restatements has been increasing over the last decade. Restating previous earnings erodes perceived
trustworthiness and competence of management, giving firms strong incentives to take actions to enhance perceived credibility
of future financial reports [Farber, D. B.: 2005, The Accounting Review
80(2), 539–561.]. Using an experimental case, we examine the ability of post-restatement actions taken by a firm to positively
influence non-professional investors’ perceptions of management’s financial reporting credibility. Our examination considers
credibility judgments following two types of restatements – those resulting from fraud in which the character, ethics, and
values of an organization may be called into question [cf. Copeland, Jr., J. E.: 2005, Accounting Horizons
19(1), 35–43.], and those resulting from non-fraud (i.e., aggressive accounting).
Based on the information in the experimental case, non-professional investors take the role of potential equity investors
and make a judgment about management’s financial reporting credibility after reviewing a set of post-restatement actions taken
by a firm. The possible actions include changes in four corporate governance mechanisms (i.e., internal audit function, external
audit firm, board of directors, CFO) and a buyback of company stock. Our results provide an important contribution to the
literature by demonstrating that among non-professional investors, perceptions of management’s financial reporting credibility
are affected both by the post-restatement action taken and the nature of the restatement. These results offer insight into
the formation of a key credibility judgment made by non-professional investors following a trust-destroying event, an earnings
restatement.
Data Availability: The data are available upon request. 相似文献
16.
Consumers are placing increasing importance on the social responsibility of firms when making purchase decisions. Nonetheless, corporate irresponsibility has become more prevalent in the corporate world. Through corporate social responsibility (CSR), companies can showcase their virtues and appear as good citizens while ignoring many internal standards. Hence, the primary purpose of this study was to explore the impact of corporate hypocrisy on CSR belief, corporate reputation, and consumers’ attitudes toward a company that may have a bad reputation. Second, we investigated the mediating effect of CSR belief and perceived corporate reputation on the relationships between corporate hypocrisy and consumers’ attitudes toward the company. We asked a sample of respondents in Australia (n =518) to respond to a real CSR campaign launched by a beer company. The results showed that CSR belief mediates the relationship between corporate hypocrisy and consumers’ attitudes toward the company. The results indicated a perception that companies may use CSR to try to shift the blame from producers to users. The results of this study provide guidelines for managers, social marketers, and public policy makers on how to create and evaluate companies’ CSR campaigns. The results of this study contribute to the debate on how consumers respond to various CSR campaigns as well as the intended or unintended consequences of CSR in directing consumers’ attention away from the negative impacts businesses have on society. 相似文献
17.
The findings of this article increase our understanding of corporate social responsibility from the consumers’ perspective
in a Chinese setting. Based on primary data collected via a self-administered survey in Shanghai and Hong Kong and results
of similar studies conducted in Europe and the United States, we provide evidence to show that Chinese consumers are more
supportive of CSR. We also show that Carroll’s pyramid of responsibilities can be applied in China. We evaluated the importance
placed by Chinese consumers on the four responsibilities of firms – economic, legal, ethical and philanthropic – and find
that economic responsibilities are most important while philanthropic responsibilities are of least importance. The nature
of these differences is important for firms intending to use corporate social responsibility for strategic purposes. 相似文献
18.
Josh Wei-Jun Hsueh 《Journal of Business Ethics》2018,153(2):547-568
This paper examines the success of corporate communication in voluntary sustainability reporting. Existing studies have focused on the perspective of the communicators but lack an understanding of the perspective of information recipients to clearly evaluate this interactive communication process. This paper looks at the issue of a credibility gap perceived by external stakeholders when they doubt the authenticity of communicated information due to the reporting company’s governance structure. The paper uses family businesses to exemplify the emergence of such a gap when outsiders become concerned about the potential agency problem of the integrated ownership and management controlled by a few members of the same family. Following source credibility theory, these concerns raise a credibility gap associated with a family firm’s trustworthiness and goodwill, even if the family has the expertise to carry out sustainability reporting. The findings of two experimental studies indicate that family businesses suffer a greater credibility gap than non-family businesses. An external and independent assurance service can mitigate such gaps, especially when the service is comprehensive and targets family businesses. The paper provides a complete view evaluating corporate communication by looking at the interaction between the communicating company and the information recipients. 相似文献
19.
“I Need You Too!” Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility 总被引:2,自引:1,他引:2
The extent to which people identify with an organization is dependent on the attractiveness of the organizational identity,
which helps individuals satisfy one or more important self-definitional needs. However, little is known about the antecedents
of company identity attractiveness (IA) in a consumer–company context. Drawing on theories of social identity and organizational
identification, a model of the antecedents of IA is developed and tested. The findings provide empirical validation of the
relationship between IA and corporate associations perceived by consumers. Our results demonstrate that the Corporate Social
Responsibility (CSR) contribution to company IA is much stronger than that of Corporate Ability (CA). This may be linked to
increasing competition and of decreasing CA-based variation in the marketplace. 相似文献
20.
Current literature suggests that corporate social responsibility (CSR) can affect consumers’ attitudes towards an organization
and is regarded as a driver for reputation-building and fostering sustained consumer patronage. Although prior research has
addressed the direct influence of CSR on consumer responses, this research examined the mediating influence of consumer’s
perceived organizational motives within an NGO setting. Given the heightened public attention surrounding the 2008 Beijing
Olympic Games, data were collected from consumers of the Games to assess their perceptions of the International Olympic Committee’s
(IOC) socially responsible initiatives. We hypothesized that consumers of the Games were likely to cognitively elaborate on
CSR messages by way of three specific attribution effects derived from the literature. The results show that, contingent on
CSR awareness, consumers responded positively to social efforts judged to be values-driven and stakeholder-driven; and a negative
response was seen for efforts judged to be strategic. These attribution effects influenced various types of patronage and
perceived organizational reputation. 相似文献