The impact of company type and corporate social responsibility messaging on consumer perceptions

Mattila, Anna S.; Hanks, Lydia; Kim, Ellen Eun Kyoo

doi:10.1057/fsm.2010.10

Cited by 36 publications

(29 citation statements)

References 22 publications

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“…We consider sustainability reports to be CSR advertisements since they invariably present the corporation in a positive light, are often colorfully designed and anecdotal, and are often released through corporate marketing offices. This rapid growth in mass CSR advertising, no doubt, has increased academic interest in the large-scale CSR advertising campaigns of multinational companies such as British Petroleum (Cox 2008), JPMorgan Chase (Mattila et al 2010), and McDonalds (Pfau et al 2008).…”

Section: Companies Advertise Their Csr Activitiesmentioning

confidence: 99%

CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique

2015

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Growth in CSR-washing claims in recent decades has been dramatic in numerous academic and activist contexts. The discourse, however, has been fragmented, and still lacks an integrated framework of the conditions necessary for successful CSR-washing. Theorizing successful CSR-washing as the joint occurrence of five conditions, this paper undertakes a literature review of the empirical evidence for and against each condition. The literature review finds that many of the conditions are either highly contingent, rendering CSR-washing as a complex and fragile outcome. This finding runs counter to the dominant perception in the general public, among activists, and among a vocal contingent of academics that successful CSR-washing is rampant.

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Section: Companies Advertise Their Csr Activitiesmentioning

confidence: 99%

CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique

2015

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“…However, these indicators are considerably more important in the specific case of financial institutions, whose economic solvency directly affects the economy. This has been particularly true from the beginning of the financial crisis, as the financial strength of banks has been observed more than ever as an approximation of the future risk perspectives of financial institutions with which people have deposited their savings (Mattila et al, 2010). These arguments lead to the next hypothesis:…”

Section: Antecedents Of Bank Reputationmentioning

confidence: 99%

“…Given that the banking industry is one of the most proactive industries investing in CSR activities (McDonald and RudleThiele, 2008), corporate reputation should benefit from these actions. Mattila et al (2010) suggested that socially responsible activities may reduce the negative effects of the financial crisis on consumer perceptions, just as companies in other industries with controversial reputations (e.g. oil and tobacco companies) have improved their image through CSR projects.…”

Section: Antecedents Of Bank Reputationmentioning

confidence: 99%

Antecedents and consequences of bank reputation: a comparison of the United Kingdom and Spain

Ruíz

García

Revilla

2016

IMR

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This cover sheet may not be removed from the document.Please scroll down to view the document.1 Antecedents and consequences of bank reputation.A comparison of the United Kingdom and Spain. Belen RuizJuan Antonio Garcia Universidad de Castilla-La ManchaAntonio J. Revilla Bath Spa UniversityAbstract Purpose -The purpose of this paper is to identify the key antecedents and consequences of bank reputation and whether their relative importance varies across countries.Design /methodological approach -The sample consists of 900 bank customers, representative of the national populations in the United Kingdom (500) and Spain (400), two of the countries in which the weight of the financial system on the GDP is much bigger than that of other European countries. The research hypotheses were tested by conducting a multi-group analysis with covariance-based structural equation modelling (CB-SEM).Findings -In contrast with previous studies, it was discovered that the most important cognitive antecedent of banks' reputation is reliability/financial strength. This study reinforces the prominence of satisfaction as a key emotional aspect of reputation. Differences between the United Kingdom and Spain were found in the impact of employer branding and corporate social responsibility (CSR). The positive effect of bank reputation on consumer behaviour (loyalty and word of mouth) and the existence of cross-country differences as regards loyalty were also confirmed.Originality/value -This is a systematic cross-country analysis of corporate reputation which includes not only cognitive antecedents but also emotional determinants that have been repeatedly ignored. This paper sheds light on whether the antecedents and consequences of corporate reputation vary across countries. The choice of the banking sector provides a unique opportunity to observe the determinants and outcomes of corporate reputation following an unstable time in the banking sector.

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“…Ainda na lógica da publicidade e da propaganda, Matilla et al (2010) analisaram como que a inserção de mensagens socialmente responsáveis em campanhas de instituições de serviços financeiros poderiam influenciar os consumidores em uma atitude positiva de compra em relação à marca. Considerando a questão da religiosidade e dos valores, Ramasamy et al (2010) concluíram, em um estudo realizado em Singapura e Hong Kong, que a religião influencia pessoas religiosas a comprar um produto ou serviço e a pagar a mais por isso se o consumidor religioso percebe o engajamento de uma empresa na atuação socialmente responsável.…”

Section: Comportamento Do Consumidor E Responsabilidade Socialunclassified

“…Por exemplo, uma empresa com viés mais capitalista (instituição financeira) pode não ser considerada socialmente responsável quando comparada com uma empresa de telecomunicações. Matilla et al (2010) analisaram justamente estas duas empresas e a primeira conclusão dos autores foi que a instituição financeira possuía uma avaliação geral de sua atuação inferior à empresa de telefonia. Levando-se em consideração os valores pessoais, é possível que algum grupo de consumidores não esteja favorável a associar seus valores pessoais aos valores capitalistas de uma instituição financeira hipotecária, mas não se pode inferir que isso sempre acontecerá.…”

Section: Comportamento Do Consumidor E Responsabilidade Socialunclassified

Boicote De Consumidores Em Relação À Responsabilidade Social Corporativa: Proposições a Partir Do Contexto Brasileiro

Cruz

2013

RGSA

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RESUMOA problemática da Responsabilidade Social Corporativa (RSC) tem permeado o cotidiano empresarial nos últimos anos e as orientações teóricas sobre esse conceito divergem de acordo com a área de conhecimento e o interesse do autor. A teoria que norteia o conceito de RSC neste artigo é a dos Stakeholders, que propõe a gestão dos interesses de todos os atores ligados, direta ou indiretamente, a uma empresa (Freeman, 1984); Freeman e Velamuri, 2006). O consumidor é um destes stakeholders e também pode ter seus interesses satisfeitos ou não. Este artigo foi o primeiro trabalho no Brasil a estudar a relação do boicote dos consumidores com a Responsabilidade Social Corporativa. O boicote é um comportamento de repúdio que se caracteriza pela decisão do consumidor em deixar de comprar um produto, serviço ou uma marca (Friedman, 1999; Klein, Smith e John, 2004), o que pode gerar perdas tangíveis de ordem econômica. Este trabalho exploratório se torna relevante por algumas características, tais como: (a) identificar uma lacuna no contexto brasileiro sobre o comportamento do consumidor e a relação com RSC; (b) demarcar o conceito de boicote de consumidores, diferenciando do conceito de Backlash; e, (c) instigar pesquisadores a trabalhar as proposições apresentadas neste estudo em futuras pesquisas. Como principal resultado deste trabalho exploratório, são apresentadas nove proposições que vão desde a relação com variáveis de mercado (mercado monopolista) até influência de terceiros, por exemplo. Estas proposições podem ser trabalhadas tanto na perspectiva qualitativa quanto na quantitativa e são relacionadas à Responsabilidade Social Corporativa. Palavras-chave: Boicotes; Comportamento do consumidor; Responsabilidade social corporativa; Teoria dos stakeholders. CONSUMER'S BOYCOTT IN CORPORATE SOCIAL RESPONSIBILITY:PROPOSITIONS BASED ON THE BRAZILIAN CONTEXT. ABSTRACTCorporate Social Responsibility (CSR) has been permeating the business context in the last few years and the theoretical perspectives addressing this concept diverge according to the knowledge area and the author's background. The theory that gives basis to the CSR concept in this paper is the Stakeholders' Theory, which suggests the administration of the Stakeholders' interests (Freeman, 1984; Freeman &Velamuri, 2006). Consumers are considered to be one of these stakeholders and they can have their interests fulfilled or not. This paper was the first study in Brazil which investigated the relationship between consumers' boycott and CSR, taking into account a business perspective. The boycott is a repudiated behavior, which is characterized by the consumer's decision of not buying a product, service, or brand (Friedman, 1999; Klein, Smith &John, 2004), possibly leading to financial loss for the company. This is an exploratory study and is relevant because of some characteristics, such as: a) identifying a gap between the consumer's behavior and CSR in the Brazilian context; b) outlining the consumer's boycott context, differentiating it from the concept of...

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The impact of company type and corporate social responsibility messaging on consumer perceptions

Cited by 36 publications

References 22 publications

CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique

CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique

Antecedents and consequences of bank reputation: a comparison of the United Kingdom and Spain

Boicote De Consumidores Em Relação À Responsabilidade Social Corporativa: Proposições a Partir Do Contexto Brasileiro

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