The Impact of Diverse Corporate Social Responsibility Practices on Consumer Product Evaluations
This study shows that CSR image (i.e.,consumer judgments on the moral aspect of the company),can spill over to product attributes evaluations,including “product innovativeness” and “product social responsibility”,which,in turn,translates to purchase willingness.We explicitly show that this direct effect of the CSR image on perceived product innovativeness is only restricted to “Value-creating CSR”,and not to the conventional CSR.It confirms our theorization that firms have the potential to improve their corporate brand and in turn their product evaluations by putting a stronger emphasis on the social responsibility components of their image,and placing this at the core of their strategic agenda.
Corporate Social Responsibility Consumer Judgement CSR image CA image
Xiaoye Chen Rong Huang Laurette Dube
North Central College,30 N. Brainard Street,Naperville,Illinois,60540 Shanghai University of Finance and Economics 777 Shanghai Guoquan Road Shanghai,P.R. China Desautels Faculty of Management,McGill University 1001 Rue Sherbrooke Quest Montreal,Quebec,Canada
国内会议
北京
英文
1-21
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）