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The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits
Both theory and recent research evidence suggest that a corporation's socially responsible behavior can positively affect consumers' attitudes toward the corporation. The effect occurs both directly and indirectly through the behavior's effect on customer-corporation identification. The authors report the results of four studies designed to replicate and extend these findings. Using a field survey design, Study 1 provides evidence that perceived corporate social responsibility affects not only customer purchase behavior through customer-corporate identification but also customer donations to corporate-supported nonprofit organizations. Using experimental designs, Studies 2 and 3 replicate and extend the Study 1 findings by providing additional evidence for the mediating role of customer-corporate identification on the relationship between corporate social responsibility and customer donations. However, the combined results of Studies 2 and 3 also show that because of a "perceived opportunity to do good" by supporting a company that is changing its ways, consumers are more likely to donate to a corporate-supported nonprofit when the corporation has a weaker historical record of socially responsible behavior. Finally, Study 4 tests the relationship between the nonprofit domain and the domain of the corporation's socially responsible behavior as a boundary condition for this effect.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM6804 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2004 |
|---|---|
| Edisi | Vol. 68, No. 4, Oct., 2004 |
| Subjek | Corporate social responsibility Nonprofit organizations studies Customer Donation Socially responsible |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 17 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |