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Journal of Business Ethics

, Volume 80, Issue 3, pp 597–611 | Cite as

Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation

  • Jaywant SinghEmail author
  • Maria del Mar Garcia de los Salmones Sanchez
  • Igancio Rodriguez del Bosque
Article

Abstract

The concept of corporate social responsibility is becoming integral to effective corporate brand management. This study adopts a multidimensional and cross-country perspective of the concept and analyses consumer perceptions of behaviour of four leading consumer products manufacturers. Data was collected from consumers in two countries – Spain and the UK. The study analyses consumers’ degree of interest in corporate responsibility and its impact on their perception about the company. The findings here suggest a weak impact of company-specific communication on consumers’ perception. The implications of this study are relevant to companies for strengthening their social responsibility associations with the consumers.

Keywords

Corporate Social Responsibility consumer perceptions corporate communication product evaluations 

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Copyright information

© Springer Science+Business Media B.V. 2007

Authors and Affiliations

  • Jaywant Singh
    • 1
    Email author
  • Maria del Mar Garcia de los Salmones Sanchez
    • 2
  • Igancio Rodriguez del Bosque
    • 2
  1. 1.Kingston Business SchoolKingston UnversityKingstonUK
  2. 2.Business Administration and Economic FacultyUniversity of CantabriaSantanderSpain

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