TITLE

Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility

AUTHOR(S)
Stanaland, Andrea; Lwin, May; Murphy, Patrick
PUB. DATE
August 2011
SOURCE
Journal of Business Ethics;Aug2011, Vol. 102 Issue 1, p47
SOURCE TYPE
Academic Journal
DOC. TYPE
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.
ACCESSION #
63577278

 

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