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dc.contributor.authorGroza, Mark Den_US
dc.contributor.authorPronschinske, Mya Ren_US
dc.contributor.authorWalker, Matthewen_US
dc.date.accessioned2018-09-24T14:58:02Z
dc.date.available2018-09-24T14:58:02Z
dc.date.issued2011-09
dc.identifier.citationGroza, Mark D, et al. (2011). Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR Authors. 102(4). pp. 639-652. DOI: 10.1007/s10551-011-0834-9en_US
dc.identifier.otherDOI: 10.1007/s10551-011-0834-9
dc.identifier.urihttps://commons.lib.niu.edu/handle/10843/18538
dc.description.abstractCorporate social responsibility (CSR) has emerged as an effective way for firms to create favorable attitudes among consumers. Although prior research has addressed the direct influence of proactive and reactive CSR on consumer responses, this research hypothesized that consumers’ perceived organizational motives (i.e., attributions) will mediate this relationship. It was also hypothesized that the source of information and location of CSR initiative will affect the motives consumers assign to a firms’ engagement in the initiative. Two experiments were conducted to test these hypotheses. The results of Study 1 indicate that the nature of a CSR initiative influences consumer attribution effects and that these attributions act as mediators in helping to explain consumers’ responses to CSR. Study 2 suggests that the source of the CSR message moderates the effect of CSR on consumer attributions. The mediating influence of the attributions as well as the importance of information source suggests that proper communication of CSR can be a viable way to inculcate positive corporate associations and purchase intentions.en_US
dc.language.isoen_USen_US
dc.publisherJournal of Business Ethicsen_US
dc.subjectCorporate social responsibilityen_US
dc.subjectConsumer attributionsen_US
dc.subjectCorporate communicationsen_US
dc.subjectCSR strategyen_US
dc.subjectInformation sourceen_US
dc.subjectCSR initiativeen_US
dc.titlePerceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR Authorsen_US
dc.type.genreArticleen_US
dc.typeTexten_US
dc.contributor.departmentDepartment of Marketingen_US
dc.rights.statementIn Copyrighten_US


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