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Open Access
Article
Publication date: 9 February 2023

H.A. Dimuthu Maduranga Arachchi and G.D. Samarasinghe

This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s…

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Abstract

Purpose

This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR.

Design/methodology/approach

This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling.

Findings

Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention.

Practical implications

To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy.

Originality/value

This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention.

sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

Propósito

el estudio analiza la influencia de la responsabilidad social corporativa (RSC) percibida sobre la intención de compra. De igual forma, se analizan el efecto mediador de la actitud hacia la marca y el efecto moderador de la actitud hacia la RSC de la Generación Y.

Metodología

el modelo se contrastó con una muestra de 392 consumidores de la generación Y utilizando SMART PLS-SEM.

Hallazgos

la actitud hacia la marca media parcialmente la influencia positiva entre la RSC percibida y la intención de compra. La actitud de la Gen Y hacia la RSC multiplica el impacto de la RSC percibida sobre la actitud hacia la marca y sobre la intención de compra.

Implicaciones prácticas

con la finalidad de multiplicar los efectos de la RSC y de la actitud hacia la marca, los directivos del marketing minorista pueden desarrollar estrategias que refuercen los vínculos entre concienciación, conocimiento, afecto por la marca e intención de compra fomentando la implicación de los consumidores de la generación Y con la estrategia de RSC de la marca.

Originalidad

El estudio avanza en la literatura sobre RSC y comportamiento del consumidor al ofrecer una perspectiva integrada del modelo de jerarquía de efectos (HOE) y la perspectiva de cohortes generacionales en la predicción de la intención de compra.

目的

本研究分析了感知到的企业社会责任对购买意向的影响。同样, 我们也分析了Y世代的品牌态度的中介效应和企业社会责任态度的调节效应。

方法

使用SMART PLS-SEM对392名Y世代消费者的样本进行了模型测试。

研究结果

品牌态度部分调解了感知的企业社会责任和购买意向之间的积极影响。Y一代对企业社会责任的态度使感知到的企业社会责任对品牌态度和购买意向的影响倍增。

实践意义

为了使企业社会责任和品牌态度的效果倍增, 零售业营销人员可以制定战略, 通过鼓励Y一代消费者参与品牌的企业社会责任战略, 加强意识、知识、品牌喜爱和购买意向之间的联系。

Open Access
Article
Publication date: 6 June 2023

Akram Hatami, Jan Hermes and Naser Firoozi

To succeed in today’s dynamic and unpredictable business world, businesses are increasingly required to gain the trust of and inform the society in which they operate about the…

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Abstract

Purpose

To succeed in today’s dynamic and unpredictable business world, businesses are increasingly required to gain the trust of and inform the society in which they operate about the social and environmental consequences of their actions. Corporations’ claims regarding the responsibility and ethicality of their actions, however, have been shown to be contradictory to some degree. We define corporations’ deceitful implementation of their corporate social responsibility (CSR) policies as pseudo-CSR. We argue that it is the moral characteristics of individuals, i.e. employees, managers and other decision-makers who ignore the CSR policies, which produce pseudo-CSR.

Design/methodology/approach

This is a conceptual paper.

Findings

The authors conceptualize the gap between true CSR and pseudo-CSR on a cognitive individual level as “moral laxity,” resulting from organization-induced lack of effort concerning individual moral development through ethical discourse, ethical sensemaking and subjectification processes. The absence of these processes prohibits individuals in organizations from constructing ethical identities to inhibit pseudo-CSR activities.

Originality/value

This paper contributes to the literature on CSR by augmenting corporate-level responsibility with the hitherto mostly neglected, yet significant, role of the individual in bridging this gap.

Details

Critical Perspectives on International Business, vol. 19 no. 4
Type: Research Article
ISSN: 1742-2043

Keywords

Open Access
Article
Publication date: 6 November 2019

Alberto Badenes-Rocha, Carla Ruiz-Mafé and Enrique Bigné

This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE)…

6907

Abstract

Purpose

This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content.

Design/methodology/approach

The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study.

Findings

The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels.

Practical implications

CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media.

Originality/value

The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

Propósito

Este estudio analiza el papel de las percepciones de RSC, la identificación cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atención al efecto moderador de dos tipos de comunicación en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC).

Diseño/metodología/enfoque

Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizó con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera.

Hallazgos

Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicación de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles.

Implicaciones prácticas

La comunicación de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicación activa de RSC o la interactividad de las redes sociales.

Originalidad/valor

Se valida el efecto moderador del UGC en la relación entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigación sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados.

Palabras claves

Comunicación de RSC, Engagement del Consumidor, Fuente del mensaje, Contenido generado por la empresa, Contenido generado por el usuario, Twitter, Compromiso con el cliente

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 16 February 2021

Joanna Ho, Cody Lu and Lorenzo Lucianetti

This paper aims to examine whether and how two firm-level factors jointly moderate the relation between corporate social responsibility (CSR) activities and firm performance: (1…

8586

Abstract

Purpose

This paper aims to examine whether and how two firm-level factors jointly moderate the relation between corporate social responsibility (CSR) activities and firm performance: (1) the “alignment” between a firm's CSR activities and risk preferences and (2) performance measurement systems (PMS).

Design/methodology/approach

Using survey responses from top managers of private Italian companies and matching archival data on the financial performance of these companies, the authors show that the positive effect of CSR activities on firm performance is contingent upon CSR–risk alignment, which creates competitive advantages, and the extent to which the firm's PMS are supportive of its strategic initiatives.

Findings

The findings suggest that to extract economic benefits from CSR activities, firms must align CSR activities with their risk preferences and rely on PMS to overcome the causal ambiguity between CSR activities and competitive advantage.

Originality/value

Overall, this study contributes to both the CSR–firm performance and consequences of PMS literature and holds significant practical implications.

Details

Management Decision, vol. 59 no. 13
Type: Research Article
ISSN: 0025-1747

Keywords

Open Access
Article
Publication date: 22 June 2023

Diego Monferrer Tirado, Lidia Vidal-Meliá, John Cardiff and Keith Quille

This research aims to determine to what extent corporate social responsibility (CSR) actions developed by bank entities in Spain improve the vulnerable customers' emotions and…

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Abstract

Purpose

This research aims to determine to what extent corporate social responsibility (CSR) actions developed by bank entities in Spain improve the vulnerable customers' emotions and quality perception of the banking service. Consequently, this increases the quality of their relationship regarding satisfaction, trust and engagement.

Design/methodology/approach

Data from 734 vulnerable banking customers were analyzed through structural equations modeling (EQS 6.2) to test the relationships of the proposed variables.

Findings

Vulnerable customers' emotional disposition exerts a strong influence on their perceived service quality. The antecedent effect is concentrated primarily on the CSR towards the client, with a residual secondary weight on the CSR towards society. These positive service emotions are determinants of the outcome quality perceived by vulnerable customers, directly in terms of higher satisfaction and trust and indirectly through engagement.

Practical implications

This research contributes to understanding how financial service providers should adapt to the specific characteristics and needs of vulnerable clients by adopting a strategy of approach, personalization and humanization of the service that seems to move away from the actions implemented by the banking industry in recent years.

Originality/value

This study has adopted a theoretical and empirical perspective on the impact of CSR on service emotions and outcome quality of vulnerable banking customers. Moreover, banks can adopt a dual conception of CSR: a macro and external scope toward society and a micro and internal scope toward customers.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Open Access
Article
Publication date: 25 March 2024

Amanda Belarmino, Elizabeth A. Whalen and Renata Fernandes Guzzo

The purpose of this paper is to understand how hospitality companies can best explain controversial corporate social responsibility (CSR) activities to consumers who may not agree…

Abstract

Purpose

The purpose of this paper is to understand how hospitality companies can best explain controversial corporate social responsibility (CSR) activities to consumers who may not agree with the CSR activity. This research explores message framing through emotional and cognitive appeals to influence consumer perceptions of the Gideon Bible in USA hotel rooms. The study uses the theory of deontic justice to measure the impacts of messaging on consumer perceptions of the morality of the Gideon Bible as suicide prevention in hotels and its relation to controversial CSR initiatives.

Design/methodology/approach

The study uses an experimental study design via a self-administered survey to analyze participants’ perceptions of the placement of the Gideon Bible in hotel rooms and participants’ attitudes toward CSR initiatives based on deontic justice and religion using different message framing conditions.

Findings

Results show that religion was a major determinant of attitude towards the Gideon Bible, but the sentiment analysis also revealed that negative perceptions can be mitigated through message framing via emotional and cognitive appeals. Additionally, the cognitive appeal did impact CSR perceptions, as did identifying as Christian. Moral outrage emerged as a significant moderator for the relationships between message framing, attitudes toward the Gideon Bible and CSR.

Originality/value

This study provides an extension of deontic justice research to examine justice traits in accepting controversial CSR.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

Open Access
Article
Publication date: 20 February 2020

Mehran Nejati, Michael E. Brown, Azadeh Shafaei and Pi-Shen Seet

The purpose of this study is to investigate the simultaneous effect of ethical leadership (EL) and corporate social responsibility (CSR) on employees’ turnover intention and…

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Abstract

Purpose

The purpose of this study is to investigate the simultaneous effect of ethical leadership (EL) and corporate social responsibility (CSR) on employees’ turnover intention and examine the mediating mechanism in these relationships.

Design/methodology/approach

The authors conducted a field study of 851 employees across a variety of industries. This study applied partial least squares structural equation modelling for hypothesis testing.

Findings

The results show that employees’ perceptions of CSR as well as EL are both uniquely and negatively related to turnover intention. The authors also found that employees’ job satisfaction but not commitment, mediates these relationships.

Research limitations/implications

This study answers the recent call (Schminke and Sheridan, 2017) for ethics researchers to put competing explanations to the test to determine their relative importance. Research limitations have been discussed in the paper.

Social implications

Through providing empirical support for the positive impact of CSR and EL on employee-related outcomes and creating a decent and empowering work environment, this study provides further support for CSR and EL. As CSR and EL require accountability, responsible management and addressing societal well-being of stakeholders, this study can contribute to the United Nations sustainable development goals.

Originality/value

Previous research has found that both employees’ perceptions of supervisory EL and CSR are negatively related to employees’ turnover intentions. Yet, researchers know little about their relative importance because these relationships have not been adequately examined simultaneously.

Details

Social Responsibility Journal, vol. 17 no. 2
Type: Research Article
ISSN: 1747-1117

Keywords

Open Access
Article
Publication date: 23 May 2019

Sabine Einwiller, Christopher Ruppel and Cornelia Strasser

When in the Summer of 2015 unprecedented numbers of refugees traveled through Austria, not only public and governmental authorities were challenged to provide support, but also…

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Abstract

Purpose

When in the Summer of 2015 unprecedented numbers of refugees traveled through Austria, not only public and governmental authorities were challenged to provide support, but also the business sector. Various companies responded to the challenge by organizing relief actions, among them Austrian Federal Railways (OEBB). The purpose of this paper is to analyze the effects of this initiative on stakeholder perceptions and behavior.

Design/methodology/approach

The case of OEBB served as the research context. Data were collected by means of an online survey in May of 2016, about eight months after the initiative.

Findings

Almost half of the participants mentioned OEBB’s activities for refugees in an unaided recall task. Unaided corporate social responsibility (CSR) awareness is related to people’s issue involvement and reminiscence of specific activities and communication measures. People unaidedly recalling the initiative expressed a significantly better CSR image and identification with the company; they also expressed a stronger intention to speak positively (positive word of mouth) about the company’s CSR activities. CSR image and attitude toward the initiative mediates this effect.

Research limitations/implications

The study stresses the importance of CSR awareness and communication. The non-representative sample does not allow general inferences.

Originality/value

This research uses an actual case to test the effectiveness of CSR activities and communication in the context of a highly critical situation, and sheds light on the mediating processes that drive the effects. The study extends existing knowledge from experimental studies.

Details

Corporate Communications: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Open Access
Article
Publication date: 29 September 2023

Muhammad Junaid Ahsan

This study aims to investigate how organizational culture (OC) and transformational leadership (TL) affect corporate social responsibility (CSR) performance (environmental…

2028

Abstract

Purpose

This study aims to investigate how organizational culture (OC) and transformational leadership (TL) affect corporate social responsibility (CSR) performance (environmental performance and social performance) and financial performance (FP) in the context of the Italian manufacturing sector. Grounded in resource-based view theory, this study explores how these factors influence sustainable firm performance.

Design/methodology/approach

Data gathered from 260 employees were analyzed to examine the multidimensional aspects of CSR, encompassing social and environmental sustainability.

Findings

The findings highlight the pressing need for sustainable firm performance in the existing environment, supporting the hypothesis that firms achieve sustainable and FP through the recognition of TL and OC. Moreover, a positive and significant relationship between CSR performance and FP was established, underscoring the strategic importance of integrating CSR initiatives into core business practices. This study offers valuable insights for both academia and firms, providing theoretical and practical implications that underscore the importance of cultivating a robust OC to drive performance enhancements.

Originality/value

This study is novel because it is one of the first, to the best of the author’s knowledge, to analyze the relationships between TL, OC and performance components associated with CSR.

Open Access
Article
Publication date: 13 June 2023

Muhammad Junaid Ahsan

The purpose of this paper is to reviews some of the learnings, challenges and solutions suggested by the article author regarding the role of implementing emotional intelligence…

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Abstract

Purpose

The purpose of this paper is to reviews some of the learnings, challenges and solutions suggested by the article author regarding the role of implementing emotional intelligence by corporate social responsible (CSR) leaders and offers ideas for future research. The aim is to offer a positive conclusion to the problems and their solutions.

Design/methodology/approach

The study investigates the relationship between emotional intelligence and effective CSR leadership. The author evaluates the body of research on the issue and provides a reassuring assessment of the problems and recommendations.

Findings

Having emotional intelligence is essential for executives who wish to implement successful CSR initiatives. It allows CEOs to create a culture of social responsibility inside their organizations, highlight the importance of CSR initiatives and strengthen relationships with stakeholders. Key emotional intelligence traits, including self-awareness, self-regulation, motivation, empathy and social skills, are necessary for effective CSR leadership.

Originality/value

The study focuses on the role of emotional intelligence in corporate social responsibility leadership, offering a unique perspective on the subject. It also explores practical solutions and ideas for future research, adding originality and value to the existing body of literature on emotional intelligence and CSR leadership.

Details

International Journal of Organizational Analysis, vol. 31 no. 8
Type: Research Article
ISSN: 1934-8835

Keywords

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