The Company and the Product: Corporate Associations and Consumer Product Responses

1997 ◽  
Vol 61 (1) ◽  
pp. 68-84 ◽  
Author(s):  
Tom J. Brown ◽  
Peter A. Dacin
Keyword(s):  
Social Responsibility ◽  
Shopping Mall ◽  
Systematic Research ◽  
Consumer Responses ◽  
Corporate Associations ◽  
Corporate Ability ◽  
Corporate Social ◽  
To Receive ◽  
A Company ◽  
Influence Perceptions

Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility (CSR) associations. The results of three studies, including one that measures respondents’ CA and CSR associations for well-known companies and one that uses consumers recruited in a shopping mall, demonstrate that (1) what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company, (2) CA and CSR associations may have different effects on consumer responses to products, and (3) products of companies with negative associations are not always destined to receive negative responses. The authors conclude by discussing the implications of these findings for marketing managers and further research.

scholarly journals Research on the Mechanism of Consumer Responses to Corporate Social Responsibility under Multi-Industry Context in China

2011 ◽  
Vol 2 (1) ◽  
pp. 61
Author(s):  
Wang Rui ◽  
Tian Zhilong ◽  
Ma Yutao
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Product Category ◽  
Consumer Responses ◽  
Corporate Associations ◽  
Comparative Survey ◽  
Corporate Social ◽  
The Relationship ◽  
Product Association

This research examines the mechanism of consumer responses to CSR under multiindustry context in China. Data is collected by a three-industry comparative survey. The empirical results show that: 1) Two positive influences of consumers’ perceiving CSR performance on their corporate associations and product associations are respectively partially and fully mediated by consumers’ CSR trust; 2) Product category is a moderator of the relationship between consumers’ CSR trust and product association, and the positive path from product association to purchase intention. This study could help managers to understand how consumers think about CSR, and provides them strategic guidance to implement CSR programme in China.

PERAN CORPORATE SOCIAL RESPONSIBILITY (CSR) DALAM MENINGKATKAN PEMBERDAYAAN MASYARAKAT DESA GEMAWANG KECAMATAN JAMBU

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Anafil Indriya ◽  
Maya Aresteria ◽  
Stacia Reviany Mege
Keyword(s):  
Corporate Social Responsibility ◽  
Community Development ◽  
Social Responsibility ◽  
Research Method ◽  
Living Standards ◽  
Sources Of Information ◽  
Participation Level ◽  
Corporate Social ◽  
A Company

Corporate Social Responsibility (CSR) is the responsibility of a company to commit to running a business ethically, morally, and contributing to economic development and improving people's lives. Gemawang Village, Jambu Regency, Ambawara, is one of the locations for CSR recipients. This location is the object of this research. This study aims to analyze the role of CSR in enhancing community development, as well as to find out the obstacles faced by companies in increasing community development through CSR. This research method uses qualitative methods, where there are several key informants as sources of information. The indicators used in this study are the level of effectiveness, level of suitability, level of participation, level of empowerment, and level of sustainability. Based on the results of research in Gemawang Village, Jambu District, it can be concluded that CSR assistance provided by the company can improve community development and living standards. Keywords: CSR, Corporate Social Responsibility, Level of Effectiveness, Level of Empowerement

Consumer responses to environmental corporate social responsibility and luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marie Schill ◽  
Delphine Godefroit-Winkel
Keyword(s):  
Corporate Social Responsibility ◽  
Service Quality ◽  
Consumer Attitudes ◽  
Shopping Mall ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Emotions ◽  
Quality Dimensions ◽  
Service Quality Dimensions ◽  
Corporate Social

Purpose Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility (CSR), luxury and service quality dimensions on consumer emotions that in turn influence consumer attitudes towards the shopping mall. Design/methodology/approach Structural equation modeling is applied to data from a sample of 706 French consumers to test the hypotheses. Findings The results highlight the importance of environmental CSR, luxury and service quality dimensions as stimuli influencing positively consumer emotions, which in turn positively influence consumer attitudes. Research limitations/implications This study extends prior work in the field of services marketing and the S-O-R framework while considering environmental CSR, luxury and service quality dimensions as relevant stimuli. It further contributes to the literature of the shopping mall while examining relevant and unexplored antecedents to consumer emotions. Practical implications This paper provides tailored recommendations for shopping mall managers. It details how managers can use environmental CSR and luxury dimensions besides service quality as relevant stimuli in their positioning strategies to enhance consumer emotions and attitudes. Originality/value This study provides novel insights into shopping mall dimensions, i.e. environmental CSR, luxury and service quality, influencing consumer responses.

scholarly journals El Balance Social como una herramienta válida para representar la Responsabilidad Social en las Empresas Chilenas / The Social Balance as a valid tool to represent the Social Responsibility in the Chilean Companies

Ciencia Unemi ◽  
2015 ◽  
Vol 8 (16) ◽  
pp. 87
Author(s):  
Guido Asencio Gallardo
Keyword(s):  
Social Responsibility ◽  
Business Strategy ◽  
Social Indicators ◽  
The Social ◽  
Practical Tool ◽  
Covered Entity ◽  
Social Balance ◽  
Sociedad Civil ◽  
Corporate Social ◽  
A Company

El concepto de Responsabilidad Social Empresarial (RSE) refleja hoy en día el resurgimiento de valores en la sociedad, además manifiesta la necesidad que tienen las empresas de involucrarse en la sociedad civil a través de sus iniciativas, no tan sólo como generadoras de proyectos aislados que las conecten con su entorno, sino integrándolas como parte de su estrategia empresarial. En este ensayo se presenta la herramienta Balance Social (BS), un tema que tiene sus orígenes en la RSE, modelo adoptado en Chile en el año 1975, desde la primera experiencia registrada en la Asociación Chilena de Seguridad (ACHS). La herramienta toma en cuenta los aspectos sociales que contempla una entidad hacia adentro, los denominados agentes internos, es decir los trabajadores en sus distintos niveles de la organización. Se darán a conocer modelos de Balance Social, por medio de análisis de su diseño e influencia a tomar en consideración y el tipo de empresa en que se aplique. El aporte de este ensayo, es dejar manifiesto que el Balance Social transformaría los tradicionales indicadores sociales que presentan algunas entidades en insumos reales, y a su vez serviría como una herramienta práctica para representar la RSE de una empresa. AbstractThe concept of Corporate Social Responsibility (CSR) today reflects the resurgence of values in society, also expressed the need for companies to engage in civil society through initiatives, not just as isolated projects that generate connection them to their environment but integrating them as part of their business strategy. In this test the Social Balance (BS) tool, an issue that has its origins in the CSR model adopted in Chile in 1975, since the first recorded experience in the Chilean Safety Association (ACHS) presented. The tool takes into account the social aspects covered entity inward-called insiders, i.e., workers at different levels of the organization. They will be released models of Social Balance, through design analysis and influence to consider and type of business in which it applied. The contribution of this paper is to leave clear that the Social Balance transforms traditional social indicators that have some real input entities, and in turn serve as a practical tool to represent a company CSR.

scholarly journals Three-Cluster Policy in the Implementation of Corporate Social Responsibility at InterContinental Bali Resort

2020 ◽  
Vol 2 (1) ◽  
pp. 11-21
Author(s):  
Putu Rian Arde Surya ◽  
◽  
I Ketut Budarma ◽  
I Gede Mudana ◽  
◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Local Policy ◽  
Cluster Policy ◽  
Analysis Techniques ◽  
Great Love ◽  
Corporate Social ◽  
Small Things ◽  
A Company

Purpose: This research is to analyze the three-cluster policy in international, national, and local policy on corporate social responsibility (CSR) implementation at InterContinental Bali Resort. Research methods: The research method used is descriptive qualitative with juridical-normative analysis techniques. Results and discussion: The CSR implementation is related to three-cluster regulation analysis, as follows: do small things with great love, embrace the joy of giving, give a little, safe a life!, green living!, and IHG earth week. The implementation of CSR has an impact on the sustainability of the company. Conclusion: A company in carrying out its activities are not only on more financial factors such as profits or dividends but be based on social and environmental responsibility for the present and long term.

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