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|
|Categories||categorize this paper)|
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Citations of this work BETA
Explicating Ethical Corporate Marketing. Insights From the BP Deepwater Horizon Catastrophe: The Ethical Brand That Exploded and Then Imploded. [REVIEW]John M. T. Balmer, Shaun M. Powell & Stephen A. Greyser - 2011 - Journal of Business Ethics 102 (1):1-14.
I Will Do It If I Enjoy It! The Moderating Effect of Seeking Sensory Pleasure When Exposed to Participatory CSR Campaigns.Salvador Ruiz de Maya, Rafaela Lardín-Zambudio & Inés López-López - 2016 - Frontiers in Psychology 6.
Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool.Andrea Pérez & Ignacio Rodríguez del Bosque - 2013 - Journal of Business Ethics 118 (2):265-286.
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.
The Effects of Corporate Social Responsibility on Customer Loyalty: The Mediating Effect of Reputation in Cooperative Banks Versus Commercial Banks in the Basque Country.Aramburu Izaskun Agirre & Pescador Irune Gómez - forthcoming - Journal of Business Ethics.
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