David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 102 (1):47-55 (2011)
Perceptions of a firm’s stance on corporate social responsibility (CSR) are influenced by its corporate marketing efforts including branding, reputation building, and communications. The current research examines CSR from the consumer’s perspective, focusing on antecedents and consequences of perceived CSR. The findings strongly support the fact that particular cues, namely perceived financial performance and perceived quality of ethics statements, influence perceived CSR which in turn impacts perceptions of corporate reputation, consumer trust, and loyalty. Both consumer trust and loyalty were also found to reduce the perceived risk that consumers experience in buying and using products. From these significant findings, we draw several conclusions and implications, including the importance of enhancing firm focus toward its ethical commitment and long-term reputation
|Keywords||Corporate marketing Corporate social responsibility Ethics statements Stakeholders|
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Citations of this work BETA
John M. T. Balmer, Shaun M. Powell & Stephen A. Greyser (2011). Explicating Ethical Corporate Marketing. Insights From the BP Deepwater Horizon Catastrophe: The Ethical Brand That Exploded and Then Imploded. [REVIEW] Journal of Business Ethics 102 (1):1-14.
Tine Bock, Iris Vermeir & Patrick Kenhove (2013). “What's the Harm in Being Unethical? These Strangers Are Rich Anyway!” Exploring Underlying Factors of Double Standards. Journal of Business Ethics 112 (2):225-240.
Andrea Pérez & Ignacio Rodríguez del Bosque (2013). Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool. Journal of Business Ethics 118 (2):265-286.
David Finch, David Deephouse & Paul Varella (2015). Examining an Individual’s Legitimacy Judgment Using the Value–Attitude System: The Role of Environmental and Economic Values and Source Credibility. Journal of Business Ethics 127 (2):265-281.
George Lekakos, Pavlos Vlachos & Christos Koritos (2014). Green is Good but is Usability Better? Consumer Reactions to Environmental Initiatives in E-Banking Services. Ethics and Information Technology 16 (2):103-117.
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