Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm

Lii, Yuan-Shuh; Lee, Monle

doi:10.1007/s10551-011-0948-0

Cited by 528 publications

(432 citation statements)

References 80 publications

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“…This means that when a service and information provided by food blogs can meet users' psychological needs, they are willing to engage in related CCBs. Third, food blog users' CCI produces a direct, positive influence on CCBs, and that conforms to the results of previous studies [45,60,61,72]. Thus, when food blog users treat themselves as a part of the blog, they are willing to share the blog with others as a type of citizenship behavior.…”

Section: Discussionsupporting

confidence: 88%

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The Customer Citizenship Behaviors of Food Blog Users

et al. 2015

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Abstract:Compared with previous studies that have focused on customers' behavioral intentions or the factors that influence purchase behaviors on blogs or discussion boards, in this study, we examine the factors of independent food blogs or discussion boards that influence users' customer citizenship behaviors. Six food blogs were selected based on the flow rate and food diaries. 323 Subjects were chosen from the blog user population and then interviewed to develop the data needed for this study. The results indicate that psychological needs, customer satisfaction, and customer-company identification positively affect customer citizenship behaviors. High satisfaction of customer-orientation is a critical management strategy on food blogs. This study adapts physically existing organizational behavior theory through appropriate inference and modification for virtual community. Unlike past studies that focused on customer purchase intention, this study emphasizes customer value and social media of the virtual community.

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Section: Discussionsupporting

confidence: 88%

“…Lii and Lee [60] discussed the effect that corporate social responsibility has on CCI, brand attitude, and CCBs. The findings showed that CCI has important effects on brand attitudes and extra-role and in-role behaviors.…”

Section: Relationships Among Psychological Needs Customer Commitmentmentioning

confidence: 99%

The Customer Citizenship Behaviors of Food Blog Users

et al. 2015

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“…Marketing scholars typically identify tree types of CSR initiatives such as philanthropy, cause-related marketing (CRM), and sponsorship [4,5]. However, the range of actions undertaken by contemporary companies to meet societal and environmental needs is much wider and also includes other initiatives such as community volunteering [2], responsible sales (i.e., fair trade) [6], and socially responsible employment and manufacturing practices [7].…”

Section: Introductionmentioning

confidence: 99%

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Zasuwa

2017

Sustainability

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Abstract:The marketing literature suggests that company-cause fit is of key importance to developing a successful socially responsible initiative. However, controversy exists regarding the level of this fit. While some studies report that high fit between a company and a cause has beneficial effects on consumer responses to such efforts, other research identifies negative impacts. This paper aims to obtain a deeper insight into this issue by examining the moderating role of company involvement in a cause. A meta-analysis of 51 experimental studies, yielding a total sample size of 11,335 subjects, shows that company-cause fit influences consumer responses to CSR initiatives most positively when a company with a positive reputation is highly involved in a cause, that is, when the company donates at least products. If such a company provides its beneficiary with only monetary contributions (i.e., low involvement), the effects of fit are significantly less influential.

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“…Firms use many types of CSR to cover several dimensions of societal problems. Prior studies [2,[23][24][25] have addressed philanthropy, sponsorship, cause-related marketing (CRM), and corporate giving in particular.…”

Section: Socially Responsible Corporate Activitiesmentioning

confidence: 99%

“…It has been defined as making a contribution of cash or kind to a worthy cause without any expectation of receiving a benefit in return [3,23]. However, "much of what is labeled as corporate philanthropy does seek to generate and exploit an association between the giving company and recipient organization" [2] (p. 1364).…”

Section: Socially Responsible Corporate Activitiesmentioning

confidence: 99%

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

et al. 2016

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Abstract:The variety of socially responsible corporate activities employed in the agrifood industry has been broadening. An increasing number of agrifood companies have been employing strategic approaches to socially responsible activities, reinforced by Porter and Kramer's concept of creating shared value (CSV). This study compares the effects on corporate evaluations of two socially responsible corporate activities: philanthropic giving and CSV. Because prior studies concerning the effects of corporate prosocial behaviors on consumer responses have yielded mixed results, the present study examines the effects of a priori perceptions of companies by using corporate stereotypes as moderators. The results show that the type of socially responsible corporate activity (CSV vs. philanthropic giving) does not influence corporate evaluations. However, in cases of CSV (vs. philanthropic giving), consumers evaluate an unwarm but competent company more attractively and place higher value on an incompetent but warm company. This research is important not only for enriching existing literature, but also for providing guidelines to practitioners with respect to selecting appropriate corporate initiatives based on perceived consumer stereotypes.

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Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm

Abstract: Brand attitude, C–C identification, Citizenship behavior, Corporate social responsibility, Cause-related marketing, Philanthropy, Sponsorship,

Cited by 528 publications

References 80 publications

The Customer Citizenship Behaviors of Food Blog Users

The Customer Citizenship Behaviors of Food Blog Users

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

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