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Frontline employees as corporate social responsibility (CSR) ambassadors: A quasi-field experiment
Edinger-Schons, Laura Marie
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Lengler-Graiff, Lars
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Scheidler, Sabrina
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Wieseke, Jan
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DOI:
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https://doi.org/10.1007/s10551-018-3790-9
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URL:
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https://link.springer.com/article/10.1007/s10551-0...
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Additional URL:
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https://www.researchgate.net/publication/323080689...
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Document Type:
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Article
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Year of publication:
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2019
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The title of a journal, publication series:
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Journal of Business Ethics
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Volume:
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157
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Issue number:
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2
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Page range:
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359-373
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Place of publication:
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Dordrecht
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Publishing house:
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Springer
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ISSN:
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0167-4544 , 1573-0697
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Publication language:
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English
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Institution:
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Business School > Sustainable Business (Edinger-Schons 2015-)
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Subject:
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330 Economics
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Keywords (English):
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Corporate social responsibility (CSR) , CSR communication , In-store communication , Boundary-spanning agents , Frontline employees , CSR ambassadors , CSR-related training of employees , Managers’ personal support
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Abstract:
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As past research has identified frontline employees as the primary communicators of a company’s CSR, this paper reports on a large-scale quasi-field experiment aimed at gaining a deeper understanding of the levers of successful in-store, point-of-sale, CSR communication. In cooperation with a large international retailer, the authors analyzed the effects of varying in-store CSR communication strategies in 48 unique stores, combining data from a customer survey (N = 38,999), company records of customers’ real visits and purchases, and interviews with store managers. Taking into account the nested structure of the data, the authors reveal that CSR-related training of frontline employees bestows its favorable effect on customers and customer behavior only if it is accompanied by the store managers’ personal support for CSR.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Search Authors in
BASE:
Edinger-Schons, Laura Marie
;
Lengler-Graiff, Lars
;
Scheidler, Sabrina
;
Wieseke, Jan
Google Scholar:
Edinger-Schons, Laura Marie
;
Lengler-Graiff, Lars
;
Scheidler, Sabrina
;
Wieseke, Jan
ORCID:
Edinger-Schons, Laura Marie  ORCID: 0000-0002-8981-3379 ; Lengler-Graiff, Lars ; Scheidler, Sabrina ; Wieseke, Jan
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