期刊
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
卷 34, 期 2, 页码 158-166出版社
SPRINGER
DOI: 10.1177/0092070305284978
关键词
corporate social responsibility; corporate philanthropy; consumers; stakeholders
类别
This research relied on afield experiment involving a real-world instance of corporate philanthropy to shed light on both the scope and limitations of the strategic returns to corporate social responsibility (CSR). In particular, the authors demonstrate that the impact of CSR in the real world is not only less pervasive than has been previously acknowledged but also more multifaceted than has been previously conceptualized. The findings indicated that contingent on CSR awareness, which was rather low, stakeholders did react positively to the focal company not only in the consumption domain but in the employment and investment domains as well. Stakeholder attributions regarding the genuineness of the company's motives moderated these effects.
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