How customers construct corporate social responsibility images: testing the moderating role of demographic characteristics.
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2015Derechos
Atribución-NoComercial-SinDerivadas 3.0 España
Publicado en
BRQ Business research quarterly, Volume 18, Issue 2, 1 April 2015, Pages 127-141
Editorial
Elsevier
Palabras clave
CSR image
Gender
Age
Educational level
Segmentation
Resumen/Abstract
ABSTRACT: This paper discusses the formation process of CSR images from a customer perspective. It analyses the influence of company-CSR coherence, motivational attribution and corporate credibility in the way customers evaluate CSR images in the banking industry. It also describes the impact of customer gender, age and educational level on the formation of CSR images. Results show that CSR images are based on customer perceptions of the company-CSR coherence, the attribution of altruistic motivations and corporate credibility when developing CSR initiatives. The findings also demonstrate that gender, age and educational level do not allow identifying differences in the way customers construct CSR images. Thus, they are not useful in segmenting customers for the design of better CSR and communication strategies.
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