Corporate association strategies and consumer responses: The relative effectiveness of CA versus CSR communication strategy by industry type

Given the importance of communication in the realm of corporate associations, this study analyzes the roles that communication strategies play in the formation of corporate associations. The study examines (1) whether particular types of associations (corporate ability or corporate social responsibility associations) can be developed through CA- or CSR-based communication strategies, and (2) the relative effectiveness of these two association types at amplifying favorable consumer responses across three different industries (consumable goods, durable goods, and stigmatized goods). An experiment was conducted to test the proposed model with six Fortune 500 companies. The results demonstrate that communication strategies can effectively facilitate a particular type of association. Differing levels of association effectiveness were found within each industry. For the consumable goods industry, CA associations are found to be more effective than CSR associations. For the durable goods industry, CSR associations are more influential at enhancing consumer attitudes and purchase intent than CA associations, while CA associations have a larger impact on supportive communication intent. In the case of the stigmatized industry, CSR associations play a determinant role in fostering positive consumer responses. This study provides managers and communication specialists with more concrete guidance for choosing a particular corporate positioning and communication strategy.     

A Content Analysis of Corporate Blogs to Identify Communications Strategies,Objectives and Dimensions of Credibility

The purpose of this study is to examine corporate blogs to understand how they reflect communications objectives and strategies and represent dimensions of corporate credibility. Emergent themes and frameworks of corporate credibility provided the theoretical framework for this study. A content analysis of corporate blogs was conducted in a multi-stage process, two researchers coded 534 blog posts from 41 corporate blogs. The findings indicate a broad range of communication messages with the majority pertaining to the corporation itself followed by product-related strategies. Corporate blogs afford organizations the opportunity to interact directly with their audiences. Determining topics should be dependent upon the objectives that the organization has for the corporation and its blog. This study sheds light on the dimensions of corporate credibility that may be appropriate for organizations to consider in their online communications and promotion.     

Corporate risk and external sourcing: A study of Scandinavian multinational firms

External sourcing from foreign suppliers is an important aspect of the firm’s internationalization. However, data on such sourcing is available from neither databases nor annual reports. Thus, the corporate risk implications of such sourcing have not been studied previously. We obtain the necessary data by surveying Scandinavian non-financial firms. We find that highly international firms reduce corporate risk by externally sourcing from foreign suppliers both compared to sourcing from own production facilities abroad (due to superior flexibility) and compared to domestic sourcing (due to off-setting cash flows). Our results are statistically significant, are economically meaningful, and have important policy implications.     

Chinese relationship management: a qualitative study of banking in New Zealand

This study investigates the relational factors and motivations of Chinese migrant consumers towards financial service providers in New Zealand. Using convergent interviews, a deeper understanding is developed of immigrants’ relational behaviour with service providers. These relationships with service providers are significantly influenced by traditional Chinese values and guanxi and relational embeddedness plays an important role in how they are developed. The research contributes a better understanding of the interplay between Eastern and Western cultures in service relationships among immigrant groups. A general theory of the Chinese perspective of customer relationship management is developed. The implications for how marketing practitioners manage their relationships with migrant customers are explored.     

Corporate philanthropy, attitude towards corporations, and purchase intentions: A South Korea study

This study proposes a model integrating attributions about perceived motives of corporation philanthropy (CP), attitude towards the corporations conducting CP, and subsequent purchasing intention. The model is tested in South Korea where the culture and business environment are different from that in North America. Data are collected from two different stakeholder groups of South Koreans (127 managers and 229 consumers: total sample of 356). The results based on the total sample indicate that only when corporations are perceived as conducting CP for public-serving (altruistic) motives, the CP significantly influences attitude towards the corporations. When the sample is divided into the two different stakeholder groups, non-identical patterns of relationships between motives and attitudes are observed. Managers show favorable relationships between motives and attitude, while consumers become skeptical for the reactive motive. The functional relationships between motives and attitude proposed in the model are partially supported with the South Korean data.     

Environmental uncertainty and environmental management perception: A multiple case study

This paper seeks to answer two questions about environmental uncertainty. (1) How does environmental uncertainty differ across sectors? (2) How can environmental uncertainty impact on managers’ perceptions of the natural environment as a competitive opportunity? The analysis of the nature, sources and extent of environmental uncertainty serves to identify its different components, which fall into two main categories. These categories associate with the information-related environmental uncertainty approach and with the natural resource dependence theory. A multiple case study helps highlight the similarities and differences in the perceptions of environmental uncertainty of the managers of eight Spanish firms belonging to primary, secondary and tertiary sectors. The findings show that environmental uncertainty is inherent in managerial decisions in two ways: in the changes that managers identify in the business environment; and in the changes that the managers themselves produce as a result of the initiatives they undertake in response to the business environment. The paper finishes with some recommendations for managers.     

Mediated communication of ‘sustainable consumption’ in the alternative media: a case study exploring a message framing strategy

In view of previous effects of mediated communication on public knowledge, perceptions and concern about sustainability problems, this case study explores a message framing strategy for improving the effectiveness of mediated communication of the somewhat neglected topic of sustainable consumption. It describes how an information campaign on sustainable consumption was strategically framed, employing theories on effective and persuasive communication, and implemented through a community news medium in Christchurch, New Zealand. The resultant impacts of the campaign (significant increases in understanding of sustainable consumption and in the number of parents expressing concern over advertising effects on their children's material desires) were indicative of the potentials of employing strategic message framing for improving mediated communication about sustainability. The study also illustrates the potentials for engaging alternative media in such communication. This paper argues that further steps to develop message framing strategies for mediated communication of sustainable consumption is necessary, as this appears to be a largely neglected area in communication and consumer studies, and concludes with an overview of aspects that may be considered in future communication and other initiatives promoting sustainable consumption as a means for achieving sustainability.     

Corporate governance in publicly traded small firms: A study of Canadian venture exchange companies

Most evidence regarding the determinants and effects of corporate governance practices is based on large firms. Herein, we explore these issues in the context of small publicly traded Canadian companies. We exploit the fact that such firms were not subject to corporate governance guidelines prior to 2005 and thus analyze the determinants of voluntary governance practice choices, as well as the effects of those practices on firm performance. Using a unique data set, we construct a corporate governance index for each firm. We measure performance by two variables: quality of accounting earnings and financial performance. The results indicate that corporate governance does matter for smaller traded Canadian firms. We find that both accounting and financial performance are positively related to corporate governance; however, their underlying mechanisms may differ somewhat. Given this result, it would be natural to expect all firms to choose higher levels of governance. However, our results also suggest small firms face resource constraints that limit their choices. We conclude that good governance is an important driver of small firm performance that cannot be neglected by the owners and managers of these firms.     

Examining Corporate Communications of Environmental Responsibility on Corporate Websites: Main Themes,Linguistic Features,and Text Reuse

Abstract

The present study intends to examine environmental corporate social responsibility (ECSR) disclosure on official corporate websites within and across a collection of companies. Through an automated content analysis, the findings suggest two broad themes underlying corporate disclosure, and significant associations between personal pronoun usage/lexical diversity and corporate CSR performance were found. In addition, text reuse analysis illuminated certain communication patterns across different industries. Overall, the present study implicates not only theoretical research on ECSR disclosure, but also practical ECSR reporting on corporate websites.     

Substantive and Associative Claims in Environmental Communication: A Study of Fortune 500 Websites

Corporations have increasingly used their websites to communicate their environmental policies with their stakeholders. Their claims fall into two categories: substantive claims, which include product- or process-related claims, and associative claims, which are not directly related to a firm's products or its processes. This paper aims to explore the use of these two types of claims on Fortune 500 websites. The findings indicate that both types of claims are used, although there are more substantive claims than associative claims. Both types of claims are positively correlated with firm sales. Implications of the research are also discussed.     

The Robustness of Corporate Social Responsibility and Brand Loyalty Relation: A Meta-Analytic Examination

Abstract

It is largely believed that genuine corporate efforts to embrace social responsibilities stimulate customers to respond positively to such corporations. However, empirical research about the robustness of corporate social responsibility (CSR) and brand loyalty (BL) yields inconsistent findings. Therefore, we aggregated the results of 43 citations consisting of 28495 observations by means of meta-analysis to examine the robustness of the CSR-BL relationship. The findings of our research revealed that the overall effect size of the CSR and brand loyalty relationship is positive and yields a medium effect size. Furthermore, such a relationship was moderated by several contextual factors. We conclude with a theoretical contribution, managerial implications, limitations, and suggestions for future studies     

Attitudes Toward Consumer and Business Ethics Among Canadian and New Zealand Business Students: An Assessment of 28 Scenarios

Recent initiatives in business curricula have included emphases on global business and ethics. This paper combines these issues by comparing the ethical predisposition of business students in New Zealand with their Canadian counterparts. A sample of 360 students indicated that students in both countries generally hold high expectations for the behaviour of both business and consumers. Of the 28 scenarios evaluated, five exhibited significant differences between the two groups. In four cases, students from New Zealand expressed less tolerance for the questionable business practices, and in the other one the situation was reversed. Despite the relative congruence of attitudes exhibited by the students of the two countries, the fact that differences do exist is testimony to the increased risk inherent to international business.     

Corporate Social Responsibility and Marketing Communications Within Stores: A Case Study of U.K. Food Retailers

ABSTRACT

The U.K. Government has argued that more transparency in the ways that companies address and manage environmental, economic, and social issues can help improve relationships with employees, customers, and other stakeholders and U.K.'s large food retailers are increasingly keen to report their commitment to CSR. This paper offers a preliminary examination of the extent to which the U.K.'s major food retailers currently use CSR as a means of communicating with customers within their stores.     

Measuring Corporate Social Performance in France: A Critical and Empirical Analysis of ARESE Data

This article studies the idea of Corporate Social Performance (CSP) from a critical perspective using empirical elements derived from analysis of year 2000 ARESE data. ARESE is the French first mover social rating agency providing quantified data about the Social Performance of French companies. The paper starts out by reviewing leading CSP models and discussing problems inherent to the measurement of this construct before going on to present and analyse ARESE data - whose suitability for existing models will be discussed.     

Corporate environmental market responsiveness: A model of individual and organizational drivers

This study examines the psychological and organizational drivers of corporate environmental market responsiveness (CEMR). Drawing on the relevant literature, the study identifies several variables of potential importance in CEMR and builds on the theory of planned behavior to propose a model of hypothesized relationships among these variables. The study tests hypotheses in an empirical study using a large sample of environmental managers from eleven members of the European Environmental Agency. The research findings show that the environmental behaviors of managers are largely determined by social judgments and perceptions. The present study has implications for managers who wish to pursue an environmental market-oriented approach to business. These results also have important implications for organizational theory and the debates about whether economic or social factors determine the effects of environmental issues on competitive advantage.     

Corporate crisis advertising: A framework examining the use and effects of corporate advertising before and after crises

While corporate advertising has been widely studied as a promotional tool, few studies have examined how it can be used in a corporate crisis situation. In 2013, Kim proposed a conceptual framework for examining stakeholders’ evaluation of pre-crisis corporate advertising, using the inoculation and reactance theory. The framework, published in Journal of Marketing Communications, suggested that pre-crisis advertising can increase audience resistance towards negative news of an organization and decrease audience resistance towards future corporate advertisements from the organization. The present study expands on Kim’s work to develop the corporate crisis advertising (CCA) framework. In addition to the inoculation and reactance effects discussed in Kim’s model, CCA aims to discuss the effects of corporate advertising on improving organization’s prior reputation based on halo effect, and how post-crisis advertising messages can be evaluated based on crisis theories. Our proposed framework provides a comprehensive view of the use of corporate advertising both before and after a crisis and is useful for organizations to understand the impact of corporate advertising on stakeholders’ evaluation of the organization in a crisis situation. Potential applications of CCA are discussed and directions for future research suggested.     

Relational Perspectives of Perceived Service Quality in the Online and Offline Environments: A Meta-Analysis

Abstract

Today, service quality is a major driver enhancing and consolidating the relationship between consumers and their service providers. The diversity of research in this context revealed a gap between empirical results which investigated the relational consequences of service quality, and showed missing studies that allowed generalizing and specifying the perspectives of the service quality in the relational domain. So, this research suggests a Meta-Analytic Structural Equation Modeling (MASEM) to validate a synthetic model integrating perceived quality, satisfaction and loyalty. It is based on 43 recent academic research derived from 22 countries. The results validated the meta-analytic structural model and showed that the service environment moderates causal links between perceived quality, satisfaction and loyalty.     

A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction,trust and loyalty to the retailer)

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.     

Corporate Moral Legitimacy and the Legitimacy of Morals: A Critique of Palazzo/Scherer’s Communicative Framework

The article offers a critical assessment of an article on “Corporate Legitimacy as Deliberation” by Guido Palazzo and Andreas Scherer in this journal. We share the concern about the precarious legitimacy of globally active corporations, infringing on the legitimacy of democracy at large. There is no quarrel with Palazzo/Scherer’s diagnosis, which focuses on the consequences of globalization and ensuing challenges for corporate social responsibilities. However, we disagree with the “solutions” offered by them. In a first step we refute the idea of a legitimacy of morals, maintaining that morality is a premodern mode of creating legitimacy. Even worse, moral is becoming a dangerous commodity under conditions of fundamental global disagreements and antagonisms. We secondly refute the concept of the “politicized corporation”, maintaining that Palazzo/Scherer disregard the consequences of functional differentiation of modern societies and, in particular, disregard the wisdom of political restraint and constitutional guarantees for the autonomy of different spheres of society. Finally, we refute a seemingly romantic notion of deliberation, maintaining that deliberation and deliberative democracy is a worthy idea, which, however, has no place in the real world of globalized contexts. On the other hand, we also find enough common ground and common concern with Palazzo/Scherer to validate a fruitful discourse. Prof. Dr. Helmut Willke holds a chair for State theory and Global Governance at the Department of Sociology of the University of Bielefeld, Germany. He has published eighteen books, and in 1994 has been award the (German) Leibniz prize. His research areas are systems theory, system governance, global governance and knowledge management. Prof. Dr. Gerhard Willke is professor of economics at the University of Applied Sciences at Nuertingen, Germany. He has published six books and numerous articles. His research areas are economic theory, theory of capitalism, political economy and employment policy.     

国际贸易与投资理论的新发展: 新制度经济学分析

新制度经济学在国际贸易和投资相关研究领域的渗透并非一个新现象,内部化理论就是在新制度经济学的影响下产生的。21世纪初,新制度经济学和国际贸易与投资理论出现了新的融合趋势,从原来的简单运用发展到将不完全契约直接融入不完全竞争条件下的跨国公司组织形式选择的一般均衡模型分析,甚至直接在新制度经济学的产权理论框架下分析跨国公司的组织选择行为。这一理论上的整合对于分析跨国公司在发展中国家的直接投资及其组织形式具有重要意义。