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Journal of Business Ethics

, Volume 102, Issue 1, pp 47–55 | Cite as

Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility

  • Andrea J. S. Stanaland
  • May O. Lwin
  • Patrick E. Murphy
Article

Abstract

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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Copyright information

© Springer Science+Business Media B.V. 2011

Authors and Affiliations

  • Andrea J. S. Stanaland
    • 1
  • May O. Lwin
    • 2
  • Patrick E. Murphy
    • 3
  1. 1.Department of Marketing, College of Business & EconomicsRadford UniversityRadfordUSA
  2. 2.Division of Public and Promotional Communication, Wee Kim Wee School of Communication and InformationNanyang Technological UniversitySingaporeSingapore
  3. 3.Department of Marketing, Mendoza College of BusinessUniversity of Notre DameNotre DameUSA

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