Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm
Journal of Business Ethics 105 (1):69-81 (2012)
| Abstract | This study investigates the efficacy of three corporate social responsibility (CSR) initiatives—sponsorship, cause-related marketing (CRM), and philanthropy—on consumer–company identification (C–C identification) and brand attitude and, in turn, consumer citizenship behaviors. CSR reputation is proposed as the moderating variable that affects the relationship between CSR initiatives, C–C identification, and brand attitude. A conceptual model that integrates the hypothesized relationships and the moderating effect of CSR reputation is used to frame the study. Using a between-subjects factorial designed experiment, the results showed that all three CSR initiatives have a significant effect on C–C identification and brand attitude. The level of that influence, however, varied according to a firm’s CSR reputation. Managerial implications of these findings are also discussed. | |||||||||
| Keywords | No keywords specified (fix it) | |||||||||
| Categories | ||||||||||
| Options |
|
|||||||||
Download options| PhilPapers Archive |
Upload a copy of this paper Check publisher's policy on self-archival Papers currently archived: 5,631 |
| External links |
 |
| Through your library | Configure |
Similar books and articlesChi-Shiun Lai, Chih-Jen Chiu, Chin-Fang Yang & Da-Chang Pai (forthcoming). The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation. Journal of Business Ethics.
Rafael Currás-Pérez, Enrique Bigné-Alcañiz & Alejandro Alvarado-Herrera (2009). The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company. Journal of Business Ethics 89 (4):547 - 564.
Hae-Ryong Kim, Moonkyu Lee, Hyoung-Tark Lee & Na-Min Kim (forthcoming). Corporate Social Responsibility and Employee–Company Identification. Journal of Business Ethics.
Andrea J. S. Stanaland, May O. Lwin & Patrick E. Murphy (2011). Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility. Journal of Business Ethics 102 (1):47-55.
Ker-Tah Hsu (2012). The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence From the Life Insurance Industry in Taiwan. Journal of Business Ethics 109 (2):189-201.
Longinos Marin, Salvador Ruiz & Alicia Rubio (2009). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior. Journal of Business Ethics 84 (1).
Longinos Matin, Salvador Ruiz & Alicia Rubio (2009). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior. Journal of Business Ethics 84 (1):65 - 78.
Marjo Elisa Siltaoja (2006). Value Priorities as Combining Core Factors Between CSR and Reputation – a Qualitative Study. Journal of Business Ethics 68 (1):91 - 111.
Stephen Bear, Noushi Rahman & Corinne Post (forthcoming). The Impact of Board Diversity and Gender Composition on Corporate Social Responsibility and Firm Reputation. Journal of Business Ethics.
Alan Pomering & Sara Dolnicar (2009). Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives? Journal of Business Ethics 85:285 - 301.
Junwei Shi, Haiyan Fu & Lijun Hu (2007). Social Responsibility, Social Capital, and Corporate Competitive Advantage in Transitional China. International Corporate Responsibility Series 3:377-394.
Bob Heere Matthew Walker, M. Parent Milena & Dan Drane (forthcoming). Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions. Journal of Business Ethics.
Mark D. Groza, Mya R. Pronschinske & Matthew Walker (2011). Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR. Journal of Business Ethics 102 (4):639-652.
Joëlle Vanhamme & Bas Grobben (2009). "Too Good to Be True!". The Effectiveness of CSR History in Countering Negative Publicity. Journal of Business Ethics 85:273 - 283.
Julie Pirsch, Shruti Gupta & Stacy Landreth Grau (2007). A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study. Journal of Business Ethics 70 (2):125 - 140.
Analytics
Monthly downloads |
Added to index2011-12-01Total downloads22 ( #56,076 of 548,941 )Recent downloads (6 months)2 ( #37,438 of 548,941 )How can I increase my downloads? |
My notes
Discussion
