Building corporate associations: Consumer attributions for corporate socially responsible programs
- 4.9k Downloads
Corporate social responsibility (CSR) is often used as a key criterion in gauging corporate reputation. This research examined the influence of consumers’ attributions on corporate outcomes in response to CSR. Researchers and managers have considered consumers’ beliefs about CSR initiatives to be simplistic, serving either economic ends or reflecting sincere social concerns. The results of two studies established that consumers’ attributions were more complex than traditionally viewed, mirroring many of the motives ascribed to companies by managers and researchers. Rather than viewing corporate efforts along a self- or other-centered continuum, consumers differentiated four types of motives: self-centered motives that are strategic and egoistic and other-centered motives that are values driven and stakeholder driven. Consumers responded most positively to CSR efforts they judged as values driven and strategic while responding negatively to efforts perceived as stakeholder driven or egoistic. Attributions were shown to affect purchase intent as well as mediate the structure of an offer.
Keywordscorporate social responsibility corporate associations motives altruism cause marketing corporate reputation commitment congruency
Unable to display preview. Download preview PDF.
- Aaker, David A. 2005.Strategic Market Management (7th ed.). New York: John Wiley.Google Scholar
- Albert, Stuart and David A. Whetten. 1985. “Organizational Identity.” InResearch in Organizational Behavior. Eds. L. L. Cummings and B. M. Straw. Greenwich, CT: JAI, 263–295.Google Scholar
- Cone, Carol L., Mark A. Feldman, and Alison T. DaSilva. 2003. “Causes and Effects.”Harvard Business Review 81 (July): 95–101.Google Scholar
- The Gallup Poll Monthly. 1996. 364 (January): 34–35.Google Scholar
- Miles, Matthew B. and A. Michael Huberman. 1994.Qualitative Data Analysis. Thousand Oaks, CA: Sage.Google Scholar
- Roper Center at the University of Connecticut. 2004. Public Opinion Online, Conducted by Gallup Organization, May 31, 2004. Retrieved from http://web.lexis-nexis.com/universe/document?_m= 4e202c256342110260b891d0795578e6&_docnum=2&wchp= dGLbVzb-zSkVb&_md5=34elbb3d3e600c4f85ee56b392decd46Google Scholar
- Smith, Craig. 1994. “The New Corporate Philanthropy.”Harvard Business Review 72 (May/June): 105–116.Google Scholar
- Smith, N. Craig. 2003. “Corporate Social Responsibility: Whether or How?”California Management Review 45 (June): 52–76.Google Scholar
- Webb, Deborah J. and Lois A. Mohr. 1998. “A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned.”Journal of Public Policy and Marketing 17 (Fall): 226–238.Google Scholar