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CSR as a selling of indulgences : an experimental investigation of customers’ perceptions of CSR activities depending on corporate reputation
Konze, Anne-Kathrin
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Edinger-Schons, Laura Marie
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DOI:
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https://doi.org/10.1057/s41299-016-0005-0
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URL:
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https://www.researchgate.net/publication/306029772...
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Weitere URL:
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https://link.springer.com/article/10.1057/s41299-0...
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Dokumenttyp:
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Zeitschriftenartikel
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Erscheinungsjahr:
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2016
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Titel einer Zeitschrift oder einer Reihe:
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Corporate Reputation Review
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Band/Volume:
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19
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Heft/Issue:
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3
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Seitenbereich:
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263-280
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Ort der Veröffentlichung:
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London
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Verlag:
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Palgrave Macmillan
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ISSN:
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1479-1889 , 1363-3589
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Sustainable Business (Edinger-Schons 2015-2022)
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Fachgebiet:
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330 Wirtschaft
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Freie Schlagwörter (Englisch):
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corporate social responsibility , corporate credibility , corporate reputation , impression formation
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Abstract:
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Companies are increasingly investing in CSR whereby companies with a bad reputation are no exception. The study at hand empirically examines customers’ evaluations of corporate credibility as a reaction to companies’ CSR engagement contingent on the firms’ corporate reputation. Drawing from psychological theories on contrast and recency effects, a conceptual framework is derived which proposes that firms with a bad reputation will benefit more from engaging in CSR compared to those with a favorable reputation. The framework is put to test using a large (N = 1,717), cross-industry sample (including evaluations of 71 independent firms from varying industries), and a between-subjects experimental design (CSR info is given versus no CSR info is given). Results confirm that, indeed, whereas companies with a bad reputation significantly benefit from CSR in terms of an increase in corporate credibility, there is no positive effect of CSR for companies with a good reputation.
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Zusätzliche Informationen:
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Mädchenname d. 1. Verfasserin: Ulke, Anne-Kathrin
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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