Journal
JOURNAL OF BUSINESS RESEARCH
Volume 59, Issue 1, Pages 46-53Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2005.01.001
Keywords
perceived corporate social responsibility; consumer belief; marketing
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The use of corporate social responsibility (CSR) initiatives to influence consumers and differentiate product offerings has become quite common. This research builds on the growing body of marketing literature through two investigations that manipulate consumers' perceptions of fit, motivation, and timing of corporate social initiatives embedded within promotions. We find that low-fit initiatives negatively impact consumer beliefs, attitudes, and intentions no matter what the firm's motivation, and that high-fit initiatives that are profit-motivated have the same impact. Furthermore, consumers consider the timing (proactive versus reactive) of the social initiative as an informational cue, and only the high-fit, proactive initiatives led to an improvement in consumer beliefs, attitudes, and intentions. (c) 2005 Elsevier Inc. All rights reserved.
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