Research on the Manageable Moderators Between CSR and Consumer Support

摘要：

The positive effect of Corporate Social Responsibility (CSR) on consumers support has been testified by many papers,but the researches on moderators are still not enough.Three factorial experiments were conducted in this paper to explore the manageable moderators between CSR and consumers support in Chinese consumer goods industry.The findings are as following.Good CSR records have positive effects on consumers support.It was testifled in different industries and samples. Both information sources and issue involvement have moderator effect,but industry correlation has no moderate effect.Theoretical and managerial implications were discussed according to these findings.

关键词： Corporate Social Responsibility Consumers Support Information Sources Issue Involvement Industry Correlation

作者: LIU Yi FEI Xianzheng

作者单位: Business School,Jianghan University,P.R.China,430065 Business School,Zhongnan University of Economics and Law,P.R.China,430074

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 567-573

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）