公司形象对消费者信任和购买意向的影响机制

公司品牌形象是影响消费者信任的重要前因变量,但现有研究并未揭示出公司形象的不同维度对消费者信任影响的差异性以及公司形象通过信任进而影响购买意向的机制和过程。文章将消费者对品牌的信任划分为可信性和善意,探讨了公司形象的能力和社会责任两个重要维度通过信任对购买意向的影响机制。研究发现,公司能力和企业社会责任都能通过可信性和善意影响消费者对产品的购买意向;除间接影响外,公司能力可以直接影响消费者购买意向,但企业社会责任对购买意向没有直接影响;公司能力偏重于影响信任的可信性,企业社会责任偏重于影响信任的善意。     

The Impact of Corporate Social Responsibility Disclosure on Corporate Reputation: A Non-professional Stakeholder Perspective

This paper examines the impact of corporate social responsibility (CSR) disclosure on corporate reputation as perceived by non-professional stakeholders. Proponents of CSR disclosure argue that CSR disclosure can be considered as a tool for reputation management. We empirically investigate this claim using a reputation index which tracks the general public’s perceptions of corporate reputation over time. In our analysis, we focus on disclosure in stand-alone CSR reports and control for CSR performance. We find that, in contrast to the common belief, stand-alone CSR reports do not influence corporate reputation among non-professional stakeholders. However, we are able to document that stand-alone CSR reports influence corporate reputation among professional stakeholders. We also provide some evidence that transparent CSR disclosure on corporate websites can influence corporate reputation among non-professional stakeholders.     

Contextualizing Corporate Political Responsibilities: Neoliberal CSR in Historical Perspective

This article provides a historical contextualization of Corporate Social Responsibility (CSR) and its political role. CSR, we propose, is one form of business–society interactions reflecting a unique ideological framing. To make that argument, we compare contemporary CSR with two historical ideal-types. We explore in turn paternalism in nineteenth century Europe and managerial trusteeship in early twentieth century US. We outline how the political responsibilities of business were constructed, negotiated, and practiced in both cases. This historical contextualization shows that the frontier between economy and polity has always been blurry and shifting and that firms have played a political role for a very long time. It also allows us to show how the nature, extent, and impact of that political role changed through history and co-evolved in particular with shifts in dominant ideologies. Globalization, in that context, is not the driver of the political role of the firm but a moderating phenomenon contributing significantly to the dynamics of this shift. The comparison between paternalism, trusteeship, and contemporary CSR points to what can be seen as functional equivalents—alternative patterns of business–society interactions that each correspond, historically, to unique and distinct ideological frames. We conclude by drawing implications for future theorizing on (political) CSR and stakeholder democracy.     

The Impact of User Review Volume on Consumers' Willingness-to-Pay: A Consumer Uncertainty Perspective

Numerous studies have investigated the impact of review volume and review variance on product price, but their findings are mixed. The perspective of mismatch cost framework (e.g., Sun 2012) argues that, at the market level, the impact of review variance on product price varies with review valence due to diverse product tastes across individuals. The perspective of classic expected utility framework (e.g., Wu and Ayala Gaytán 2013; Wu et al. 2013) further argues that heterogeneous risk attitudes across individuals directly drives the varying impact of both review volume and variance on willingness-to-pay, regardless of review valence. Although both frameworks have gained good empirical support, neither of them probed whether the impact of review volume or review variance varies within an individual.We extend the current research by focusing on the varying impact of review volume on consumers' willingness-to-pay. Combining economic and behavioral theories of decisions under uncertainty, we argue that consumers' preferences of uncertainty can vary both across and within individuals. The extended framework thus concludes that the impact of review volume on consumers' willingness-to-pay not only varies across individuals with different types of uncertainty preferences, but may also change with review valence within an individual of some types of uncertainty preferences. The framework is tested using an experimental study and an empirical study. Results from both studies provide good support for this broader framework.     

Consumer Responses to Corporate Social Responsibility (CSR) in China

This research explores how consumers respond to Corporate Social Responsibility (CSR) in China with a multiproduct, comparative survey. Empirical results conclude that (1) Chinese consumers, who show a high level of awareness and trust of CSR, are more likely to transform a good CSR record into positive corporate evaluation, product association, and purchase intention; (2) Consumer responses to CSR vary across different product categories. Those firms selling experience products (vs. search and credence products) are more likely to gain consumers’ positive product associations and purchase support through CSR practices; and (3) The relationships between consumer demographics and their CSR responses are not linear, and those consumers with a middle level of age and income would respond to CSR more positively. Managerial implications are provided.     

Brand Image Transfer Through Sponsorship: A Consumer Learning Perspective

Despite the massive growth in sponsorship activity of all kinds, academic research is still in its infancy in this area. This is particularly true with regards the effect of sponsorship on the brand image of the sponsor. This article seeks to address this by producing a conceptual framework of factors that influence sponsorship's effect on brand image transfer (BIT) amongst consumers. The findings from existing research are summarised and highlighted. Where there is a lack of research, 'appropriate' theory from the wider branding literature is used to develop the discussion. Thus, brand knowledge, power, fit and quality are considered as influences on the BIT process. A model of the actual process by which brand image transfers is developed and conditions influencing the strength of the transfer are identified. From this overall analysis, implications for both sponsors and sponsored are discussed and future research directions are outlined.     

Corporate-Sponsored Volunteering: A Work Design Perspective

This study explored employee perceptions of participation in a corporate-sponsored volunteer initiative. Drawing on both questionnaire and focus group data, this study reaffirms the importance of altruistic concerns as a key driver for employee involvement in corporate- sponsored volunteering. Characteristics of the volunteering activity also emerged as important determinants of employee’s initial engagement and ongoing motivation for involvement in corporate-sponsored volunteering. In the same way that models of work design point to the value of enriched jobs, we see that there is scope to consider how corporate-sponsored volunteer programmes can be enriched so that employees have satisfying experiences and are more likely to participate. Enhancing perceptions of task significance and meaningfulness and incorporating relational elements into the volunteer activity seem to be especially critical in this regard.     

The Effects of Perceived CSR and Implemented CSR on Job-related Outcomes: An HR Perspective

This research investigates the relative effects of perceived corporate social responsibility (PCSR) and implemented corporate social responsibility (ICSR) on employee work-life satisfaction and employee job satisfaction in Thai workplaces. The data were collected via self-administered questionnaires completed by 1,277 employees in different employment sectors in Thailand. The response rate was 73%. The results reveal that PCSR and ICSR have a positive impact on both work-life satisfaction and job satisfaction. We believe the research contributes significantly to the literature on the subject as the findings further validate results obtained in studies conducted in Western economies.     

Assessing the Impact of Service Employees' Nonverbal Sexual Signals on Consumer Attitudes: A Caribbean Perspective

ABSTRACT

This study examines the effects of nonverbal sexual signals by service employees on consumer attitudes. An experimental design was used to manipulate the nonverbal gender cues exhibited by service employees in a high- and low-contact service setting. As predicted, heterosexual customers who perceived the service employee to be homosexual vs. heterosexual had a significantly more negative attitude towards the employee and company. Attitudes towards the company were more negative for a high-contact vs. low-contact service but, surprisingly, there was no significant difference in attitudes towards the employee across service types.     

Seller-Financing of Homes: A Consumer Economic Perspective

In recent years, the proportion of home purchases financed by lending institutions has declined and the use of alternative financing methods has increased. This paper examines the costs, risks and benefits associated with seller-financing, a popular alternative financing method. The topic is discussed from the perspectives of the buyer and the seller. An empirical analysis is also conducted of condominium sales in Hawaii to gauge the impact of seller-financing upon the housing market as well as its economic effects upon buyers and sellers. Overall, it is concluded that buyers are the primary beneficiaries of seller-financing.     

Corporate Legal Responsibility: A Levinasian Perspective

In this article I will look into Corporate Legal Responsibility taking into account Levinas’s notion of infinite responsibility, as well as his understanding of ethical language. My account of Levinas’s philosophy will show that it challenges – breaking down – deeply entrenched distinctions in the dominant strands of moral philosophy, within which the theory of individual responsibility is embedded, such as between:(1) duty to others on the one hand and supererogation on the other; (2) perfect duty to others on the one hand and imperfect duties to others on the other; (3) insiders and outsiders; kith and kin on the one hand and strangers on the other; Levinas’s moral vision is an inclusive one which embraces all of humanity (at least of those present today) irrespective of historical, linguistic, cultural differences and diversities. In other words, each has responsibilities for and duties towards all others. Of course, one might say that there is nothing new about a universalising ethics – after all Kantianism, liberalism as well as utilitarianism are well known instances. However, more crucially, all these traditional moral philosophies uphold the theory of individual responsibility, which is rooted in the philosophy of individualism. Such a philosophy can make sense only of the concept of individual moral/legal agency but not corporate agency. Therefore, in this article I will attempt to show that the Levinasian vision is able to help us change our view with respect to corporate responsibility.     

The Impact of Advertising on Consumer Demand for Beef:

Thi study used two related data sets to obtain new estimates of food shopper responses to prices and advertising. Supermarket scan data comprised the source of information of sales and prices. Chain level newspaper and broadcast media advertising in the area measured the marketing program. Unique features of the study include the use of item movement and the accomodation of possible cross media effects. Consequently, the paper presents a way of monitoring promotions and relating them to sales. Three fresh beef aggregates (ground, roasts, and steaks) are used to estimate the impacts of broadcast media and newspaper adevertising by a supermarket chain. New estimates of direct and cross advertising impacts are also reported.     

The Impact of Entrepreneurial Orientation,Technological Capability,and Consumer Attitude on Firm Performance: A Multi‐Theory Perspective

Despite the maturing entrepreneurial orientation literature, limited advance has occurred in the theoretical aspect of entrepreneurial orientation–firm performance relationship, and wide‐ranging empirical investigations are few. The authors address these concerns by testing a comprehensive model and by extending the theoretical boundary. Specifically, drawing on dynamic capability theory, core competence perspective, and consumer theories, we argue that technological capability is central for growth and financial performance of an entrepreneurially oriented firm. We introduce a construct called consumer attitude dynamism. We reason that this variable influences the growth of entrepreneurial firms. Our theory and empirical results primarily contribute to the entrepreneurship literature.     

CSR Communication of Corporate Enterprises in Hungary

Although in core business practice most leaders are aware of the fact that information needs to be acquired from a wide range of sources, decision makers in corporate enterprises seem to forget this and all they do, in most cases, is ask their consumers and potential customers in the course of planning their CSR (Corporate Social Responsibility) activities. There are only few companies where managers refer to ethical principles as an argument for social contribution and the connection between CSR and sustainability is being rarely explored. This article is based on research (interviews and questionnaires), observations and continuous action research carried out by the Kurt Lewin Foundation. The study focuses on the communication of social responsibility since according to our experience in most cases companies undertake causes in order to improve their own image and for marketing reasons. This article concludes that the reason for difficulties in finding the best CSR solutions for enterprises and creating the commitment of their employees for the undertaken cause is that they do not think of CSR as a consequence of ethical core business process, but rather as a separate task they try to complete aiming at short-term results and maximum benefits. Proof readers: Tamás NYESTE and Márta OROSZ.     

基于环境保护视角的企业社会责任

企业在现代社会中发挥着越来越重要的作用,在追求经济利益的同时也带来了严重的环境污染问题。企业对环境产生的影响与作用远远甚于个人,企业环境责任不仅关系到企业的长远发展,还关系到社会的可持续发展。本文从企业环境社会责任的含义出发,阐述了企业履行环境责任的依据以及在实际实施过程中的缺失,并对如何更好地履行环境社会责任提出相应的建议,以期对实现企业环境责任做出有所助益的探讨。     

Cognitive Processes in the CSR Decision-Making Process: A Sensemaking Perspective

Applying the sensemaking perspective in the field of corporate social responsibility (CSR) is a recent but promising development. Using an in-depth exploratory case study, we analyze and discuss the CSR character of British American Tobacco (BAT) Switzerland. Our findings indicate that BAT Switzerland does not follow traditional patters of building CSR. BAT Switzerland can be classified as a “legitimacy seeker,” characterized mainly by a relational identity orientation and legitimation strategies that might provide pragmatic and/or cognitive legitimacy. We conclude that understanding the cognitive processes underlying the CSR decision-making process is of fundamental value when analyzing and changing the CSR approach of a firm. We discuss boundary conditions of the CSR character framework and expand it by differentiating between process and product legitimacy, as both perspectives have important but possibly different implications for the firm.