Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm [Book Review]
Journal of Business Ethics 105 (1):69-81 (2012)
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||Brand attitude C–C identification Citizenship behavior Corporate social responsibility Cause-related marketing Philanthropy Sponsorship|
|Categories||categorize this paper)|
References found in this work BETA
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Citations of this work BETA
Negative Publicity Effect of the Business Founder's Unethical Behavior on Corporate Image: Evidence From China. [REVIEW]Dong-Hong Zhu & Ya-Ping Chang - 2013 - Journal of Business Ethics 117 (1):111-121.
Green is Good but is Usability Better? Consumer Reactions to Environmental Initiatives in E-Banking Services.George Lekakos, Pavlos Vlachos & Christos Koritos - 2014 - Ethics and Information Technology 16 (2):103-117.
Corporate Reputation Measurement: Alternative Factor Structures, Nomological Validity, and Organizational Outcomes.James Agarwal, Oleksiy Osiyevskyy & Percy M. Feldman - 2015 - Journal of Business Ethics 130 (2):485-506.
Perceived Mortality and Perceived Morality: Perceptions of Value-Orientation Are More Likely When a Decision Is Preceded by a Mortality Reminder.Mads Nordmo & Elisabeth Norman - 2016 - Frontiers in Psychology 7.
Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity.Vicenta Sierra, Oriol Iglesias, Stefan Markovic & Jatinder Jit Singh - forthcoming - Journal of Business Ethics.
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