nach oben

Journal of Business Ethics

Erschienen in:

01.06.2014

A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior

verfasst von: Yuhei Inoue, Aubrey Kent

Erschienen in: Journal of Business Ethics | Ausgabe 4/2014

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause (“CSM credibility”). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework.

Vorheriger Artikel Convergence of Corporate Social Responsibility and Corporate Governance in Weak Economies: The case of Bangladesh

Nächster Artikel Fund Loyalty Among Socially Responsible Investors: The Importance of the Economic and Ethical Domains

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Andreasen, A. R. (2004). A social marketing approach to changing mental health practices directed at youth and adolescents. Health Marketing Quarterly, 21(4), 51–75.CrossRef

Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science, 28, 248–262.CrossRef

Basil, D. Z., & Herr, P. M. (2003). Dangerous donations? The effects of cause-related marketing on charity attitude. Journal of Nonprofit & Public Sector Marketing, 11(1), 59–76.CrossRef

Basil, D. Z., & Herr, P. M. (2006). Attitudinal balance and cause-related marketing: An empirical application of balance theory. Journal of Consumer Psychology, 16(4), 391–493.CrossRef

Becker-Olsen, K. L., Cudmore, A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59, 46–53.CrossRef

Bendapudi, N., Singh, S., & Bendapudi, V. (1996). Enhancing helping behavior: An integrative framework for promotion planning. Journal of Marketing, 60(3), 33–49.CrossRef

Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understating consumers’ relationships with companies. Journal of Marketing, 67, 76–88.CrossRef

Bloom, P. N., Hussein, P. Y., & Szykman, L. R. (1997). The benefits of corporate social marketing initiatives. In M. E. Goldberg, M. Fishbein, & S. E. Middlestadt (Eds.), Social marketing: Theoretical and practical perspectives (pp. 313–331). Mahwah, NJ: Lawrence Erlbaum Associates.

Brown, T. J. (1998). Corporate associations in marketing: Antecedents and consequences. Corporate Reputation Review, 1, 215–233.CrossRef

Brown, T., & Dacin, P. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.CrossRef

Cable, D., & Edwards, J. (2004). Complementary and supplementary fit: A theoretical and empirical integration. Journal of Applied Psychology, 89(5), 822–834.CrossRef

Carroll, A. B. (1979). A three-dimensional model of corporate social performance. Academy of Management Review, 4, 497–505.

Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34, 39–48.CrossRef

Carroll, A. B., & Buchholtz, A. K. (2012). Business and society: Ethics, sustainability, and stakeholder management (8th ed.). Independence, KY: Cengage Learning.

Chatman, J. (1989). Improving interactional organizational research: A model of person-organization fit. Academy of Management Review, 14(3), 333–349.

Craig, S. C., & McCann, J. M. (1978). Assessing communication effects on energy conservation. Journal of Consumer Research, 5, 82–88.CrossRef

de Ruyter, K., & Wetzels, M. (2000). The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, 21, 639–659.CrossRef

Du, S., Sen, S., & Bhattacharya, C. B. (2008). Exploring the social and business returns of a corporate oral health initiative aimed at disadvantaged Hispanic families. Journal of Consumer Research, 35, 483–494.CrossRef

Du, S., Bhattacharya, C. B., & Sen, S. (2009). Strengthening consumer relationships through corporate social responsibility. Working paper, Simmons College School of Management.

Du, S., Bhattacharya, C., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8–19.CrossRef

Eagly, A. H., & Chaiken, S. (1998). Attitude structure and function. In D. T. Gillbert, S. T. Fiske, & G. Lindzey (Eds.), The handbook of social psychology (4th ed., Vol. 1, pp. 269–322). New York: McGraw-Hill.

Edwards, J. R., & Cable, D. M. (2009). The value of value congruence. Journal of Applied Psychology, 94, 654–677.CrossRef

Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393–406.CrossRef

Ellen, P. S., Webb, D. J., & Mor, L. A. (2006). Building corporate associations: Corporate attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34, 147–157.CrossRef

Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8(4), 330–345.CrossRef

Fombelle, P. W., Jarvis, C. B., Ward, J., & Ostrom, L. (2012). Leveraging customers’ multiple identities: Identity synergy as a driver of organizational identification. Journal of the Academy of Marketing Science, 40, 587–604.CrossRef

Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Boston: Harvard Business School Press.

Goldberg, M., & Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172–179.CrossRef

Goldsmith, R. E., Lafferty, B., & Newell, S. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54.CrossRef

Grau, S. L., & Folse, J. A. (2007). Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Adverting, 36, 19–33.CrossRef

Haley, E. (1996). Exploring the construct of organization as source: Consumers’ understanding of organizational sponsorship of advocacy advertising. Journal of Advertising, 25(2), 19–35.CrossRef

Homburg, C., Muller, M., & Klarmann, M. (2011). When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of the Academy of Marketing Science, 39, 795–812.CrossRef

Hovland C., & Weiss, W. (1951–1952). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15:635–650.

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communications and persuasion: Psychological studies in opinion change. New Haven, CT: Yale University Press.

Keller, K. L., & Aaker, D. A. (1998). The impact of corporate marketing on a company’s brand extensions. Corporate Reputation Review, 1, 356–378.CrossRef

Keller, P., & Lehmann, D. (2008). Designing effective health communications: A meta-analysis. Journal of Public Policy and Marketing, 27(2), 117–130.CrossRef

Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. The Journal of Conflict Resolution, 2(1), 51–60.CrossRef

Kelman, H. C. (1961). Process of opinion change. Public Opinion Quarterly, 25, 57–78.CrossRef

Kelman, H. C. (2006). Interests, relationships, identities: Three central issues for individuals and groups in negotiating their social environment. Annual Review of Psychology, 57(1), 1–26.CrossRef

Kelman, H. C., & Hovland, C. (1953). “Reinstatement” of the communicator in delayed measurement of opinion change. The Journal of Abnormal and Social Psychology, 48(3), 327–335.CrossRef

Kotler, P., & Lee, N. (2005a). Corporate social responsibility: Doing the most good for your company and your cause. Hoboken, NJ: Wiley.

Kotler, P., & Lee, N. (2005b). Best of breed: When it comes to gaining a market edge while supporting a social cause, “corporate social marketing” leads the pack. Social Marketing Quarterly, 11(3), 91–103.CrossRef

Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35, 3–12.CrossRef

Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: Improving the quality of life (2nd ed.). Thousand Oaks, CA: SAGE.

Kristof, A. (1996). Person-organization fit: An integrative review of its conceptualizations, measurement, and implications. Personnel Psychology, 49(1), 1–49.CrossRef

Kristof-Brown, A., Zimmerman, R., & Johnson, E. (2005). Consequences of individuals’ fit at work: A meta-analysis of person-job, person-organization, person-group, and person-supervisor fit. Personnel Psychology, 58(2), 281–342.CrossRef

Lafferty, B., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109–116.CrossRef

Lafferty, B., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause-brand alliance. Psychology and Marketing, 21(7), 509–531.CrossRef

Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68, 16–32.CrossRef

MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53, 48–65.CrossRef

Maddux, J., & Rogers, R. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology, 39(2), 235–244.CrossRef

Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32, 3–19.CrossRef

Marin, L., & Ruiz, S. (2007). “I need you too!” Corporate identity attractiveness for consumers and the role of social responsibility. Journal of Business Ethics, 71, 245–260.CrossRef

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310–321.CrossRef

McKenzie-Mohr, D., & Smith, W. (1999). Fostering sustainable behavior: An introduction to community-based social marketing. Gabriola Island, BC: New Society Publishers.

Menon, S., & Kahn, B. E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316–327.CrossRef

Mills, J., & Harvey, J. (1972). Opinion change as a function of when information about the communicator is received and whether he is attractive or expert. Journal of Personality and Social Psychology, 21(1), 52–55.CrossRef

Nadler, D., & Tushman, M. (1980). A model for diagnosing organizational behavior. Organizational Dynamics, 9(2), 35–51.CrossRef

Newell, S., & Goldsmith, R. E. (1998). The effect of misleading environmental claims on consumer perceptions of advertisements. Journal of Marketing Theory and Practice, 6(2), 48.

Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, 235–247.CrossRef

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.CrossRef

Peloza, J., & Shang, J. (2011). How can corporate social responsibility activities create value for stakeholders? A systematic review. Journal of the Academy of Marketing Science, 39, 117–135.CrossRef

Petty, R. E., & Cacioppo, J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches. Dubuque, IA: Wm. C. Brown.

Petty, R. E., & Wegener, D. (1998). Attitude change: Multiple roles for persuasion variables. In D. T. Gillbert, S. T. Fiske, & G. Lindzey (Eds.), The handbook of social psychology (4th ed., Vol. 1, pp. 323–389). New York: McGraw-Hill.

Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243–281.CrossRef

Porter, M. E., & Kramer, M. R. (2006). Strategy and society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78–92.

Reed, A., I. I., Aquino, K., & Levy, E. (2007). Moral identity and judgments of charitable behaviors. Journal of Marketing, 71, 178–193.CrossRef

Rifon, N. J., Choi, S. M., Trimble, C. S., & Hairong, L. (2004). Congruence effects in sponsorship. Journal of Advertising, 33, 29–42.CrossRef

Schwartz, S. H. (1992). Universals in the content and structure of values: Theory and empirical tests in 20 countries. In M. Zanna (Ed.), Advances in experimental social psychology (Vol. 25, pp. 1–65). New York: Academic Press.

Schwartz, M. S., & Carroll, A. B. (2003). Corporate social responsibility: A three-domain approach. Business Ethics Quarterly, 13, 503–530.CrossRef

Sen, S., & Bhattacharya, B. (2001). Does doing good always lead to doing better? Consumer relations to corporate social responsibility. Journal of Marketing Research, 38(2), 225–243.CrossRef

Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment. Journal of the Academy of Marketing Science, 34, 158–166.CrossRef

Simmons, C., & Becker-Olsen, K. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154–169.CrossRef

Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 227–238.CrossRef

Stead, M., Gordon, R., Angus, K., & McDermott, L. (2007). A systematic review of social marketing effectiveness. Health Education, 107, 126–191.CrossRef

Vlachos, P. A., Tsamakos, A., Vrecopoulos, A. P., & Avramidis, P. A. (2009). Corporate social responsibility: Attributions, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science, 37, 170–180.CrossRef

Walker, M., & Kent, A. (2012). The roles of credibility and social consciousness in the corporate philanthropy–consumer behavior relationship. Journal of Business Ethics. doi:10.1007/s10551-012-1472-6.

Yoon, Y., Gurhan-Canli, Z., & Bozok, B. (2006). Drawing inferences about others on the basis of corporate association. Journal of the Academy of Marketing Science, 34(2), 167–173.CrossRef

Zang, J., & Bloemer, J. M. M. (2008). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11, 161–179.CrossRef

Titel: A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior
verfasst von: Yuhei Inoue
Aubrey Kent
Publikationsdatum: 01.06.2014
Verlag: Springer Netherlands
Erschienen in: Journal of Business Ethics / Ausgabe 4/2014
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-013-1742-y

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 4/2014

Convergence of Corporate Social Responsibility and Corporate Governance in Weak Economies: The case of Bangladesh

Do Suppliers Applaud Corporate Social Performance?

The Ethics of Meaningful Work: Types and Magnitude of Job-Related Harm and the Ethical Decision-Making Process

Fund Loyalty Among Socially Responsible Investors: The Importance of the Economic and Ethical Domains

Erratum to: The Ethics of Meaningful Work: Types and Magnitude of Job-Related Harm and the Ethical Decision-Making Process

Consumer Social Responsibility (CnSR): Toward a Multi-Level, Multi-Agent Conceptualization of the “Other CSR”