Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2013 | nr 1 (14) | 116--134
Tytuł artykułu

Działania ekologiczne, wizerunek korporacyjny, percepcje i zachowania nabywców na rynku dóbr zaopatrzeniowych - badanie eksploracyjne

Treść / Zawartość
Warianty tytułu
Ecological Activities, Corporate Image, Perceptions And Buyers' Behavior on B2B Market - an Exploratory Study
Języki publikacji
Celem niniejszego artykułu jest przedstawienie modelu badawczego służącego do analizy, w jaki sposób działania ekologiczne, komunikowane jako zdolność przedsiębiorstwa do wytwarzania produktów i usług i odpowiedzialność społeczna przedsiębiorstw, wpływają na postawy i zachowania nabywców na rynku dóbr zaopatrzeniowych. Autorka ma nadzieję, że rozwiązanie postawionego problemu pomoże w podejmowaniu decyzji dotyczących pozycjonowania produktów na rynku dóbr zaopatrzeniowych z wykorzystaniem strategii ekologicznej w wizerunku korporacyjnym.(abstrakt oryginalny)
The goal of the article is to present a model that can be used to measure influence of environmental activities communicated as an instrument to create corporate image, represented by (1) Corporate Ability and (2) Corporate Social Responsibility and their influence on buyers' attitudes and the behaviors on B2B market. The author of the article hopes that an empirical validation of hypothesis allows better understanding, how and if environmental activities influence buyers' attitude and behavior. It may increase managers' knowledge in strategic decisions making process, when launching and positioning new products on the market. It enables better use of market opportunities, by investing in brand strength, while increasing an ability to generate cash flow.(original abstract)
Opis fizyczny
  • Uniwersytet Ekonomiczny we Wrocławiu
  • Baker W.E., Sinkula J.M., Environmental marketing strategy and firm performance: effects on new product performance and market share, ,,Journal of the Academy of Marketing Science" 2005, vol. 33, no. 4.
  • Banerjee S.B., Corporate Environmentalism: The construct and its measurement, ,,Journal of Business Research" 2002, no. 55 (3).
  • Banerjee S.B., Iyer E.S., Kashyap, R.K., Corporate Environmentalism: Antecedents and Influence of Industry Type, ,,Journal of Marketing" 2003, no. 67.
  • Berens G., Riel C. van, Corporate associations in the academic literature: Three main streams of thought in the reputation measurement literature, ,,Corporate Reputation Review" 2004, no. 7(2).
  • Berens G., Riel C.B.M. van, Bruggen G.H. van, Corporate associations and consumer product responses: The moderating role of corporate brand dominance, ,,Journal of Marketing" 2005, vol. 69 iss. 3.
  • Bristol L.H. Jr., Why develop your corporate image?, ,,Developing the Corporate Image", Charles Scribner's Sons, New York 1959.
  • Brown T., Corporate associations in marketing: Antecedents and consequences, "Corporate Reputation Review" 1998, no. 1(3).
  • Brown T.J., Dacin P.A., The company and the product: Corporate associations and consumer product responses, ,,The Journal of Marketing" 1997, vol. 61, no. 1.
  • Carlson L., Grove S., Kangun N., A content analysis of environmental advertising claims: A matrix method approach, ,,Journal of Advertising" 1993, no. 22 (3).
  • Carlson R.O., The nature of corporate images, ,,Corporation and Its Publics", John Wiley & Sons, New York 1963.
  • Carrigan M., Szmigin I., Wright J., Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market, ,,The Journal of Consumer Marketing", Santa Barbara 2004, vol. 21, iss. 6.
  • Carroll A.B., The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders, ,,Business Horizons" 1991, July-August.
  • Chakravarti D.A., Biehal G., Memory-based inferences during consumer choice, ,,Journal of Consumer Research" 1990, no. 17.
  • Chew F., The advertising value of making possible a public television program, ,,Journal of Advertising Research" 1992, no. 32.
  • Coddington W., Green Marketing, McGraw Hill, New York 1993.
  • Cohen M.J., What Image Do You Project?, ,,Management Review" 1993, no. 82 (II).
  • Cohen R., The measurement of corporate images, ,,Corporation and Its Publics", John Wiley & Sons, New York 1963.
  • Creyer E.H., Ross W.T., The influence of firm behavior on purchase intention: do consumers really care about business ethics?, ,,Journal of Consumer Marketing" 1997, vol. 14, iss. 6.
  • Cronin J.J. Jr. i in., Green marketing strategies: an examination of stakeholders and the opportunities they present, ,,Journal of the Academy of Marketing Science" 2011, no. 39.
  • Daughety A.F. , Forsythe R., Industry wide regulation and the formation of reputations: A laboratory analysis, [w:] Public Regulation: New Perspectives on Institutions and Policies, red. E.Bailey, MIT Press, Cambridge, MA 1987.
  • Drumwright M.E., Socially responsible organizational buying: Environmental concern as a noneconomic buying criterion, ,,Journal of Marketing" 1994, no. 58.
  • Enis B.M. An analytical approach to the concept of image, ,,California Management Review" 1967, vol. 9, iss. 4.
  • Folkes V.S., Kamins M.A., Effects of information about firms' ethical and unethical actions on consumers' attitudes, ,,Journal of Consumer Psychology", Lawrence Erlbnum Associates. Inc. 1999, no. 5(3).
  • Furman D.M., The development of corporate image: A historiographic approach to a marketing concept, ,,Corporate Reputation Review" 2010, no. 13.
  • Goldberg R., Corporate Image, Business Competency vs. Social Conscience, Department of Psychology, Harvard University, Cambridge, MA 1998.
  • Gu H., Morrison P., An examination of the formation of consumer CSR association: When corporate social responsible initiatives are effective, ,,Advances in Consumer Research - Asia-Pacific Conference Proceedings" 2009, vol. 8.
  • Gürhan-Canli Z., Batra R., When corporate image affects product evaluations: The moderating role of perceived risk, ,,Journal of Marketing Research" 2004, no. 41.
  • Gutfield R., Shades of green: eight of 10 Americans are environmentalists, at least so they say, ,,Wall Street Journal" 2. 08.1990.
  • Handelman J.M., Arnold S.J., The role of marketing actions with a social dimension: Appeals to the institutional environment, ,,Journal of Marketing" 1999, vol. 63, iss. 3.
  • Hardy K.G., Whatever happened to image?, ,,Business Quarterly" 1970, no. 35.
  • Hunt Ch.B., Auster E.R., Proactive environmental management: Avoiding the toxic trap, ,,Sloan Management Review" 1990, no. 31.
  • Jagdish S., Parvartiyar A., Ecological Imperatives and the Role of Marketing, [w:] Environmental Marketing: Strategies, Practice, Theory, and Research, red. M.J. Polonsky, A.T. Mintu-Wimsatt, Haworth Press, New York 1995.
  • Kall J., Kłeczek R., Sagan A., Zarządzanie marką, Oficyna Ekonomiczna, Kraków 2006.
  • Keller K.L., Conceptualizing, measuring and managing customer based brand equity, ,,Journal of Marketing" 1993, January.
  • Keller K.L., Aaker D.A., The effects of sequential introduction of brand extensions, ,,Journal of Marketing Research" 29.02.1992.
  • Kirkpatrick D., Environmentalism: The new crusade, ,,Fortune" 12.02.1990.
  • Kitchin T., Corporate social responsibility. A brand explanation, ,,Journal of Brand Management" 2003, vol. 10, no. 4/5.
  • Klein E., The selling of green, ,,D&B Reports" 1990, no. 38.
  • Kotler P., Lee N., Corporate social responsibility: Doing the most good for your company and your cause, John Wiley & Sons, New York 2004.
  • Kreps D.M., Wilson R., Reputation and Imperfect Information, ,,Journal of Economics Theory" 1982, no. 27 (2).
  • Kuraszko I., Relacja pomiędzy CSR i ekonomią społeczną, Forum Odpowiedzialnego Biznesu,, 26.03.2011.
  • Labadie B., Social investing: Social value and the value of money, ,,Pension World" 1991, no. 27 (10).
  • Lewicka-Strzałecka A., W poszukiwaniu nowych instrumentów społecznej legitymizacji firmy,, 6.09.2011.
  • Lichtenstein D.R., Drumwright M.E., Braig B.M., The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits, ,,Journal of Marketing" 2004, no. 68.
  • Luo X., Bhattacharya C.B., Corporate social responsibility, customer satisfaction, and market value, ,,Journal of Marketing" 2006, vol. 70.
  • Lynch J.G. Jr., Marmorstein H., Weigold M.F., Choices from sets including remembered brands: Use of recalled attributes and prior overall evaluations, ,,Journal of Consumer Research" 1988, vol.15.
  • Madrigal R., The role of corporate associations in new product evaluation, [w:] Advances in Consumer Research, red. S.J. Hoch, R.J. Meyer, Association for Consumer Research vol. 27, 2000.
  • Maignan I., Consumers' perceptions of corporate social responsibilities: A cross cultural comparison, ,,Journal of Business Ethics" 2001, no. 30(1).
  • Marin L., Ruiz S., I need you too! Corporate identity attractiveness for consumers and role of social responsibility, ,,Journal of Business Ethics" 2007, no. 71(1).
  • Martineau P., Sharper focus for the corporate image, ,,Harvard Business Review" 1958, no. 36.
  • McDonough W., Braungart M., Beyond the triple bottom line: Designing for the triple top line, 2002 MBDC,, 10.09.2011.
  • Menon A., Menon A., Enviroprenerial marketing strategy: the emergence of corporate environmentalism as market strategy, ,,Journal of Marketing" 1997, no. 61(1).
  • Milgrom P., Roberts J., Predation, reputation, and entry deterrence, ,,Journal of Economic Theory", Elsevier 1982, vol. 27(2).
  • Mohr L.A., Webb D.J., The effects of corporate social responsibility and price on consumer responses, ,,Journal of Consumer Affairs" 2005, no. 39.
  • Mohr L.A., Webb D.J., Harris K.E., Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior, ,,Journal of Consumer Affairs" 2001, no. 35 (1).
  • Murray K.B., Vogel Ch.M. , Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward firm: Financial versus nonfinancial impacts, ,,Journal of Business Research", Elsevier Science 1997, no. 38.
  • Pavlik E.L., Riahi-Belkaoui A., Accounting for Corporate Reputation, Quorum Books, Westport, CT 1992.
  • Peattie K., Environmental Marketing Management: Meeting the Green Challenge, Pitman Publishing Company, London 1995.
  • Porter M.E., Linde C. van der, Green and competitive, ,,Harvard Business Review" 1995, no. 73.
  • Rok B., Stanny D., Stolorz S., Menedżerowie i odpowiedzialny biznes. Wiedza. Postawy. Praktyka, Forum Odpowiedzialnego Biznesu, Warszawa 2003.
  • Schuhwerk M.E., Lefkoff-Hagius R., Green or non-green? Does type of appeal matter when advertising a green product?, ,,Journal of Advertising" 1995, no. 24.
  • Schwepker Ch.H. Jr., Comwell T.B., An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products, ,,Journal of Public Policy & Marketing" 1991, no. 10 (2).
  • Sen S., Bhattacharya C.B., Does doing good always lead to doing better? Consumer reactions to corporate social responsibility, ,,Journal of Marketing Research" 2001, no. 38(2).
  • Shapiro, C., Premiums for High Quality Products as Returns to Reputations, "The Quarterly Journal of Economics", Oxford University Press, November 1983, Vol. 98, No. 4, s.659-680.
  • Shimp T.A., Bearden W.O., Warranty and other extrinsic cue effects on consumers' risk perceptions, ,,The Journal of Consumer Research" 1982, vol. 9, no. 1.
  • Shrivastava P., Castrated environment: Greening organization studies, ,,Organization Studies" 1994, vol. 15 (5).
  • Simmons C.J., Lynch J.G. Jr., Inference Effects Without Inference Making? Effects of Missing Information on Discounting and Use of Presented Information, ,,Journal of Consumer Research" 17.03.1991.
  • Smith C.N., Corporate social responsibility: Whether or how?, ,,California Management Review" 2003, no. 45 (4).
  • Uusitalo O., Oksanen R., Ethical consumerism: A view from Finland, ,,International Journal of Consumer Studies", Blackwell Publishing Ltd, 2004, no. 28 (3).
  • Varadarajan P.R., Marketing's contribution to strategy, ,,Journal of the Academy of Marketing Science" 1992, no. 20.
  • Wansink B., The impact of source reputation on inferences about unadvertised attributes, ,,Advances in Consumer Research" 1989, vol. 16.
  • Webster F.E. Jr., Determining the characteristics of the socially conscious consumer, ,,Journal of Consumer Research" 1975, December.
  • Zaremba-Warnke S. (red.), Marketing ekologiczny, Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, Wrocław 2009.
  • Zinkhan G.M., Carlson L., Green advertising and the reluctant consumer, ,,Journal of Advertising" 1995, no. 24 (2).
  • projektowania-oraz-ekologiczny-system-certyfikacyjny.html, 6.09.2011.
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.