You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility

Kull, Alexander J.; Heath, Timothy B.

doi:10.1016/j.ijresmar.2015.04.005

Cited by 81 publications

(106 citation statements)

References 89 publications

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“…Third, the examination of how retailer size impacts consumers' attitudes towards socially responsible activities extends previous CSR research that focus on attributes of the CSR initiative itself (e.g., target charity in cause‐related marketing campaigns and use of self‐versus other‐oriented appeals in advertising). By examining characteristics unrelated to the CSR activities themselves (i.e., the size of the retailer), the studies presented here extend prior examinations of activity‐specific attributes and their ability to deliver positive consumer responses to retailers' CSR activities (e.g., Kull & Heath, ; Robinson et al, ; Strahilevitz, ).…”

Section: Introductionmentioning

confidence: 63%

“…Previous research demonstrates that retailers' corporate social responsibility (CSR) activities can positively impact consumers' attitudes (Ferriera & Ribeiro, ; Green & Peloza, ; Kull & Heath, ; Robinson, Irmak, & Jayachandran, ). However, this positive relationship is moderated by a myriad of factors such as the fit between the retailer and a social or environmental cause it supports (Barone, Norman, & Miyazaki, ), and trust between consumers and the retailer (Kang & Hustvedt, ).…”

Section: Introductionmentioning

confidence: 99%

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The influence of retailer size on consumer responses to social responsibility initiatives

Green

Allen

Peloza

2018

J of Consumer Behaviour

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The current research demonstrates that retailer size moderates the positive effect of corporate social responsibility (CSR) initiatives on consumer outcomes such as increased purchase intentions and perceptions of CSR. Retailer size is introduced as a factor that leads consumers to respond more positively to small retailers' CSR activities, relative to CSR from large retailers. We also provide support for the ability of consistency/commitment to CSR to serve as a means by which larger retailers can counter their size liability. We replicate and generalize these results across multiple CSR forms. Implications for retail management and future research are discussed.

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Section: Introductionmentioning

confidence: 63%

Section: Introductionmentioning

confidence: 99%

The influence of retailer size on consumer responses to social responsibility initiatives

Green

Allen

Peloza

2018

J of Consumer Behaviour

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“…Green brand image is formed based on consumers' mind through a series of perception (Mourad et al, 2012). In other words, green brand image is being interpreted by the consumer not only due to the company's social activities but through product offer (Kull & Heath, 2016). Previous theories explained that green brand image was made through some judgments from the consumer.…”

Section: Green Brand Imagementioning

confidence: 99%

“…Green brand image is hard to secure in a short period; however, it is important as a proof that the company cares to the environment (Chan et al, 2012). Generally, brand image owned by the company can control the customer's point of view towards the company (Kull & Heath, 2016). The brand image often affected consumer purchase intention (Wang & Tsai, 2014), and consumer trust (Kim & Ham, 2016).…”

Section: The Correlation Of Green Brand Image and Green Awareness Of mentioning

confidence: 99%

The awareness of environmentally friendly products: The impact of green advertising and green brand image

Alamsyah¹,

Othman²,

Mohammed³

2020

10.5267/j.msl

115

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Nowadays, customer awareness on environment friendly products is getting improved and there is an increase trend on green marketing strategy. The carried-out strategy has an objective of improving the customer care and purchasing intention on environment friendly products. Reviewing the issue of customer behavior, this study aims to review the correlation among green advertising, green brand image and customer green awareness on environment friendly products and their impacts to purchase intention. The study was conducted through a survey among 102 customers of Supermarket in Bandung City who have experience on friendly products. Data from the customers were obtained through a questionnaire, tabulated and processed by path analysis using SmartPLS. In order to emphasize research result, the research hypothesis test was conducted. Research finding explains that green advertising was assessed to be important by the customer and it can improve the customers' green awareness. On the other hand, it is stated that there was an impact of green awareness on improving customer purchasing intention on the environmentally friendly product. This study is useful for the supermarket in Indonesia particularly in understanding customer behavior to the environmentally friendly product. So, the implementation of the marketing strategy is more precise. Besides, this study can be an input for the Indonesian Government in implementing a regulation associated with the global warming issue through research on environmental friendly product.

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“…Failure indicates that the co-created product or service does not meet the customer's desired usage objectives. As it is unintentional and outside of customers' control, it is distinct from other adverse situations such as the co-destruction of value (Smith 2013), dysfunctional customer behavior during co-creation (Greer 2015), or the boomerang effect (Kull and Heath, 2016). On the one hand, the possibility of failure might negatively influence customers' satisfaction and intentions to repurchase (Keaveney 1995;McCollough, Berry, and Yadav 2000).…”

Section: Introductionmentioning

confidence: 99%

Atypical Shifts Post-failure: Influence of Co-creation on Attribution and Future Motivation to Co-create

Sugathan

Ranjan

Mulky

2017

Journal of Interactive Marketing

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This study investigates how the effect of the failure of co-created products or services influences: (a) internal attribution (i.e. the self) and external attribution (i.e. the firm), (b) customers’ expectancies of success, and (c) customers’ future motivation to co-create and contribute to recovery from failure. We use attribution theory and the attribution–expectancy framework to explain the theoretical relationships we advance and test our hypotheses in two independent experiments that stimulate co-creation through role-play and vignettes. The results show that customer co-creation shifts the attribution for failure to the self, resulting in atypical shifts in expectancy (increasing customers’ expectancy of future success and motivation to continue co-creating in the future). Our results suggest that utilizing customers’ efforts and skills in the co-creation of products and services can help firms to manage failure effectively. The implications of our findings on co-creation research and product and service failures are discussed, specific applications within the digital context are considered, and suggestions are offered for future research.

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You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility

Cited by 81 publications

References 89 publications

The influence of retailer size on consumer responses to social responsibility initiatives

The influence of retailer size on consumer responses to social responsibility initiatives

The awareness of environmentally friendly products: The impact of green advertising and green brand image

Atypical Shifts Post-failure: Influence of Co-creation on Attribution and Future Motivation to Co-create

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