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Article
Publication date: 1 February 2016

Afra Abdeen, Edwin Rajah and Sanjaya S Gaur

The purpose of this paper is to investigate the relationships among corporate social responsibility (CSR) beliefs, support intentions and purchase behaviour of consumers…

Abstract

Purpose

The purpose of this paper is to investigate the relationships among corporate social responsibility (CSR) beliefs, support intentions and purchase behaviour of consumers. Although there is a rich stream of research reporting the relationship between CSR beliefs and support intentions, there is scant reporting on the mediating role of support intentions between CSR beliefs and purchase behaviour of consumers, hence presenting an opportunity to contribute to the marketing knowledge-base.

Design/methodology/approach

This study employs a quantitative research design to test the relationships among CSR beliefs, support intentions and purchase behaviour. The associations among these three constructs are tested using Hayes Process tool which is a versatile computational tool for observed variable – mediation, moderation and conditional process modelling.

Findings

The results provide support for the relationships among CSR beliefs, consumer support intentions and purchase behaviour. Of the four measured CSR beliefs, philanthropic ethical and legal aspects of CSR beliefs demonstrated the association with support intentions. The results also showed that only ethical beliefs have direct relationship with purchase behaviour. Additionally, support intention provided full mediation for the relationship between philanthropic beliefs and purchase behaviour as well as for legal beliefs and purchase behaviour.

Originality/value

This study is carried out in a unique context of New Zealand which is a melting pot of cultures from around the globe. This study presents empirical support to show that ethical, philanthropic and legal beliefs influence support intention and purchase behaviour for the sample of consumers in the context of New Zealand. Hence, communicating ethical, philanthropic and legal-related CSR beliefs provides the means to create consumer perceptions of competitive advantage when adopting a CSR activities for marketing product and service offerings.

Details

Marketing Intelligence & Planning, vol. 34 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 29 July 2014

Tracy Tsui-Hsu Tsai, Arthur Jing Lin and Eldon Y. Li

This study aims to investigate whether engagement in philanthropic marketing after the 311 Japan earthquake crises had a positive effect on brand resonance and consumer…

Abstract

Purpose

This study aims to investigate whether engagement in philanthropic marketing after the 311 Japan earthquake crises had a positive effect on brand resonance and consumer satisfaction of CSR performance for Taiwanese companies. Additionally, the particular phenomenon of media self-regulation was integrated to explore the consolidated impact of philanthropic marketing, media self-regulation and brand resonance on consumer satisfaction of CSR performance.

Design/methodology/approach

The study used survey method to collect required data. The subjects of the study were 516 adults who were aware of the 311 Japan earthquake crises. Of the 476 survey questionnaires collected, 450 were identified as usable.

Findings

The results show that the constructs were highly positively correlated, meaning that post-disaster corporate philanthropic marketing can enhance brand resonance and consumer satisfaction of CSR performance. Media self-regulation was found to have a significant influence on philanthropic marketing and brand resonance. However, it did not exert any significant effect on consumer satisfaction of CSR performance.

Research limitations/implications

Because of the chosen research method and surveyed subjects, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed research model further with additional subjects and variables.

Practical implications

A good impression of the brand usually makes consumers generate brand resonance. This study reveals that a higher level of brand resonance may lead to higher consumer satisfaction of CSR performance. This implies that local and international companies should engage in philanthropic marketing programs, as it will not only support charitable organizations but also enhance the firm’s corporate image.

Social implications

This study points out that the positive coverage of the disaster could give the audience a positive impression, rather than showing provocative, violent or sexual content to push viewership. At the time when disasters become increasingly common, people’s expectations of the media will also elevate. Dramatization, exaggeration and information overload make the audience distrust the media and constantly seek the truth behind the story. Content generated by online bloggers and citizen reporters (ordinary people) is an alternative source for true, fast and in-depth reports.

Originality/value

This study differs from earlier studies researching disastrous events in that they were taking the perspective of natural sciences, while we adopted the management viewpoint to evaluate the 311 crises and took media self-regulation into account. It is the first to reveal that media’s self-regulated coverage of the disaster seems to have a positive effect on corporate philanthropic marketing and brand resonance.

Details

Chinese Management Studies, vol. 8 no. 3
Type: Research Article
ISSN: 1750-614X

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Article
Publication date: 13 September 2018

Amy Chu-May Yeo, Sky Xiu-Mei Lee and Steve Carter

The purpose of this study was to examine the influence of adopted corporate social responsibility (CSR) constructs, which include economic, legal, ethical and philanthropic

Abstract

Purpose

The purpose of this study was to examine the influence of adopted corporate social responsibility (CSR) constructs, which include economic, legal, ethical and philanthropic responsibilities, on the intended buying behaviour of Malaysian consumers. The study also aims to investigate the perceived value of whether the consumers considered an organisation’s CSR initiatives before deciding any purchase of products or services.

Design/methodology/approach

An online Google form survey successfully obtained 295 usable responses through a snowballing and networking approach. Statistical analyses such as Pearson correlation, ANOVA and standard multiple regression were used to examine the correlation and the strength of relationship, as well as the prediction between the CSR attributes and their impact on consumer buying behaviour.

Findings

The results represented a significant positive association between all the four constructs (social, ethical, legal and philanthropic) and consumer intended buying behaviour. These constructs also significantly contributed to the prediction of consumer behaviour towards the CSR initiatives. Conversely, the demographic profile of consumers had no effect on the relationship between CSR and consumer buying behaviour.

Research limitations/implications

Examining basic concepts of CSR awareness and understanding might add to the flavour and rigour of this study, which future research should consider. The positivist approach of the current research could be supplemented with a more interactive qualitative in-depth study investigating why and how consumers behave.

Practical implications

The implication for Malaysian companies is that it is imperative for their long-term survival that a strategic view, rather than just a tactical, reactive or operational view, is taken of their CSR activities. Furthermore, it will help organisations to confidently predict positive intentions towards the sales of goods and services.

Originality/value

The outcome of this study has filled the CSR lacuna in the context of a developing country, as well as adding new insights into the influence and perceived value of CSR on intended consumer buying behaviour. Consumers, irrespective of their age and background, are getting wiser and cautious in purchasing products from companies which are CSR-oriented, in particular, in relation to social, legal, ethical and philanthropic perspectives.

Details

Social Responsibility Journal, vol. 14 no. 3
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 1 October 2019

Angie Chung and Dennis F. Kinsey

The purpose of this study is to identify different perspectives on philanthropic corporate social responsibility (CSR) activities by using the mixed-method approach and Q…

Abstract

Purpose

The purpose of this study is to identify different perspectives on philanthropic corporate social responsibility (CSR) activities by using the mixed-method approach and Q methodology. In addition, this study examines why people consider the revealed perspectives to be important factors.

Design/methodology/approach

In this study, the authors used a structured sampling of 30 CSR-related statements (a Q sample) and had participants rank-order the statements from “most important” (+4) to “most unimportant” (−4).

Findings

The results, from the factor analysis and correlation using the Q method software program PQMETHOD, revealed two distinctive perspectives. The first group emphasized the importance of supporting environmental-related activities. The second group ranked supporting arts-related activities as the most important factor of philanthropic CSR activities.

Research limitations/implications

The goal of Q methodology is not the generalizability of the results but to identify the different views that exist regarding a topic, even minority ones. The findings are discussed in terms of practical implications for how this framework can be used to understand the subjective papers of different types of stakeholders.

Originality/value

This study identifies the different perspectives that exist regarding philanthropic CSR activities by using Q methodology, which is a good alternative to other research methods that provides a unique way of uncovering subjectivity from the participants’ point of view.

Details

Journal of Global Responsibility, vol. 10 no. 4
Type: Research Article
ISSN: 2041-2568

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Article
Publication date: 14 March 2019

Lifang Zhao, Jiman Lee and Sungok Moon

The purpose of this paper is to examine the relationship between employees’ corporate social responsibility (CSR) perception and their organizational identification in a…

Abstract

Purpose

The purpose of this paper is to examine the relationship between employees’ corporate social responsibility (CSR) perception and their organizational identification in a Chinese context. The moderating effect of employees’ collectivist orientation on the relationship between CSR perception and organizational identification is also examined.

Design/methodology/approach

Data were collected from 308 employees of 7 firms in Zhejiang Province, located in southeast China. Hierarchical regression analyses were utilized to test the hypotheses.

Findings

The results indicate that all three dimensions of CSR perception in this study, specifically, economic, philanthropic and strategic CSR perception, are strongly and positively related to the organizational identification of employees. Employees’ collectivist orientation positively influences the relationship between strategic CSR perception and organizational identification. In contrast, collectivist orientation negatively influences the relationship between economic CSR perception and organizational identification. However, no moderating effect of collectivism on the relationship between philanthropic CSR perception and organizational identification was found.

Research limitations/implications

The findings highlight the positive relationship between employees’ CSR perception and their workplace attitudes, shedding particular light on how employees’ personal values influence their responses to CSR in Chinese organizations.

Originality/value

This study extends the current understanding on the relationship between CSR and organizational identification. Particularly, the authors include multiple dimensions of CSR (economic, philanthropic and strategic CSR) in the research model, demonstrating that the link between CSR perception and organizational identification is influenced by employees’ collectivist orientation.

Details

Personnel Review, vol. 48 no. 3
Type: Research Article
ISSN: 0048-3486

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Article
Publication date: 29 July 2014

Denni Arli and Fandy Tjiptono

– The purpose of this research is to examine consumers’ perceptions of corporate social responsibility (CSR) and to explore the impact of CSR on consumers’ support in Indonesia.

Abstract

Purpose

The purpose of this research is to examine consumers’ perceptions of corporate social responsibility (CSR) and to explore the impact of CSR on consumers’ support in Indonesia.

Design/methodology/approach

A convenience sample of respondents in Yogyakarta, Indonesia, was collected. The final sample consisted of 254 surveys.

Findings

The findings confirmed the applicability of Carroll’s (1979) categorization of CSRs to consumers in Indonesia but challenged the order of importance of these responsibilities. In addition, the results clearly indicated that perceptions of legal and philanthropic responsibilities significantly explained consumers’ support for responsible businesses. The results will assist managers operating in the developing countries, especially Indonesia.

Research limitations/implications

The sample was taken from one city (i.e. Yogyakarta) in Indonesia and may not represent all Indonesians, as it is a culturally diverse country. Thus, this limits the generalizability of the findings.

Practical implications

For businesses operating in Indonesia, it is important to focus on being a company that follows the regulatory system and supports various philanthropic activities such as poverty reduction, especially when half of the population in Indonesia lives just above the national poverty line. It has been shown that inoculation communication strategy will reduce perceived hypocrisy and mitigate its negative consequences.

Originality/value

The study examined consumers in Indonesia, the world’s fourth most populous nation. The results will provide some insights for multinationals operating in Indonesia.

Details

Social Responsibility Journal, vol. 10 no. 3
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 5 March 2018

Hyejoon Rim and Chuqing Dong

The purpose of this study is to investigate cross-cultural perspectives of corporate social responsibility (CSR) based on Carroll’s (1979, 1991) hierarchical CSR model…

Abstract

Purpose

The purpose of this study is to investigate cross-cultural perspectives of corporate social responsibility (CSR) based on Carroll’s (1979, 1991) hierarchical CSR model. The present study examines the role of government and business trust in shaping publics’ expectations of business responsibility.

Design/methodology/approach

The primary data were derived from a cross-sectional survey in the USA, UAE and South Korea (N = 1,121). This paper compares publics’ prioritizations of business responsibilities across countries and examines how public trust in the government and business is related to CSR perceptions.

Findings

The paper presents evidence that publics’ perception of CSR differs significantly across the countries. Moreover, in a trusting society like the UAE, publics tend to put more emphasis on economic and philanthropic duties for business, whereas in a distrusting society like South Korea, publics consider legal and ethical responsibility to be important.

Originality/value

This study adds to the current understanding of diverse publics’ perception of CSR across culture and societies by highlighting the role of public trust in government in defining CSR.

Details

Social Responsibility Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 12 February 2018

Suvendu Kumar Pratihari and Shigufta Hena Uzma

The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry. The study…

Abstract

Purpose

The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry. The study further intends to examine the direct and indirect effect of CSR on BL when CSR becomes an integral part of CB.

Design/methodology/approach

A structured questionnaire using seven-point Likert’s scale is the instrument for data collection. Stratified random sampling is used to collect the cross-sectional data from 430 savings bank customers in India. A new scale is developed and used to measure the CB as a single construct. A multi-model path using structural equation modelling is used to test the hypotheses. Direct and indirect model path analysis is used to examine the integrated effect of CSR and CB on BL.

Findings

The results of the study show that there is a significant impact of CSR components (economic, legal, ethical and philanthropic) on CB to enhance customer BL. The study offers new insight into the relationship between CSR and BL by introducing CB as the mediating factor. However, the relationship between “legal responsibility to CB” and “philanthropy responsibility to BL” demonstrate a negative coefficient in the path analysis. Further, the result of the direct and indirect model path analysis confirms that customers’ BL can be enhanced more efficiently when CSR becomes an integral part of CB.

Practical implications

The strategic incorporation of CSR tools as an integral part of CB strategy can help the managers in the banking industry to enhance their customers’ BL. Besides economic and legal responsibilities, managers need to give more emphasis on the ethical and philanthropic responsibilities as critical positioning tools to develop firm’s corporate brand followed by enhancing BL.

Originality/value

Scale development and validation of CB as a single construct is an original move in this study. Additionally, the study is a pioneer to examine the direct and indirect effect of CSR on customers’ BL using CB as a key mediating factor.

Details

Journal of Product & Brand Management, vol. 27 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 January 2001

William Acar, Kenneth E. Aupperle and Ronald M. Lowy

This large‐scale exploratory research explores the manner in which various organizational types view their social obligations in terms of the tradeoffs (or potential…

Abstract

This large‐scale exploratory research explores the manner in which various organizational types view their social obligations in terms of the tradeoffs (or potential symbioses) between economic and non‐economic (social) goals. Historically, this issue has been researched only in the context of business firms. Given the increased scope and visibility of nonprofit organizations, it becomes particularly relevant to explore a broad range of organizational types. To proceed with this research, this study proposes a 5‐class typology describing the organizational spectrum from the fully for‐profit to the fully nonprofit organizations. This paper also contributes to the emerging empirical research stream in the area by undertaking a systematic assessment of the way in which all organizational types value their economic versus social orientations as gauged by several measures. Across the two top executive levels, a regular progression of statistically significant differences are found between the five organizational types with respect to their social and economic orientations. A by‐product of this research is that we reveal how the economic or social orientation of organizations can be systematically investigated by undertaking large‐scale empirical studies with appropriately designed research instruments.

Details

The International Journal of Organizational Analysis, vol. 9 no. 1
Type: Research Article
ISSN: 1055-3185

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Article
Publication date: 27 July 2012

Yelena Smirnova

The purpose of this research is to understand the attitudes of individuals towards corporate social responsibility (CSR) in Kazakhstan and identify the benefits that CSR…

Abstract

Purpose

The purpose of this research is to understand the attitudes of individuals towards corporate social responsibility (CSR) in Kazakhstan and identify the benefits that CSR activities may bring to business and its stakeholders.

Design/methodology/approach

Theoretical underpinnings for the research are drawn from existent literature on CSR. A total of 120 questionnaires were collected, 68 percent of which were filled in online, the rest were answered manually by the respondents.

Findings

The results suggest that environmental friendliness, legal responsibility and stewardship principle are considered to be very important in Kazakhstan. The attitudes towards economic responsibility are significantly affected by age and working experience. The application of Carroll's Pyramid of CSR identified that the hierarchy of responsibilities in Kazakhstan exists in the following order: legal, ethical, economic, and philanthropic. The primary payback of CSR is improved company image and reputation.

Research limitations/implications

As the concept of CSR is relatively new in Kazakhstan misunderstanding of CSR principles might have led to wrong perceptions and attitudes and distortion of the research results. The sample is not representative of the population as a whole and cannot be generalized.

Practical implications

The paper is a valuable contribution to the development and promotion of CSR principles in Kazakhstan which provides an insight into the current situation in the country. Managers and policy makers may revise their strategies and policies with the expectations of the general public.

Originality/value

The paper contributes to the limited scope of literature on the attitudes towards CSR in Kazakhstan.

Details

Social Responsibility Journal, vol. 8 no. 3
Type: Research Article
ISSN: 1747-1117

Keywords

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