Influence of a Company's Social Initiatives on the Consumer Attitude towards It. Results of Experimental Research

• Autorzy: Marek Pawlak , Grzegorz Zasuwa
• Języki publikacji: EN

Abstrakty

EN

This article constitutes an attempt to answer the question whether social initiatives undertaken by a company influence the consumer attitude towards it. The afore-mentioned aim has been achieved by presenting the results of experimental research. Six scenarios of social initiatives undertaken by a food sector company were used in the research. Research work was conducted using a sample of real consumers. It was shown that information about undertaking a single social initiative by a company does not lead to a more favourable consumer attitude towards it. The results obtained show that when undertaking a social programme, which is not consistent with the company's actions to date, the attitude towards it can even become worse. (original abstract)

Słowa kluczowe

EN

Consumer behaviour; Corporation

PL

Zachowania konsumenta; Korporacje

• Czasopismo: Contemporary Economics
• Rocznik: 2011
• Tom: 5
• Numer: nr 2
• Strony: 80--89

Twórcy

autor

Marek Pawlak

• John Paul II Catholic University of Lublin, Poland

autor

Grzegorz Zasuwa

• Katolicki Uniwersytet Lubelski Jana Pawła II w Lublinie, Polska

Bibliografia

• 1. Babbie, E. (2007). Badania społeczne w praktyce. Warsaw: Wydawnictwo Naukowe PWN.
• 2. Becker - Olsen, K.L., Cudmore, A.B. & Hill, R.P. (2006).The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research 59(1), 46-53.
• 3. Bhattacharya, C.B. & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review 40(1), 9-24.
• 4. Bhattacharya, C.B. & Sen, S. (2003). The effect of corporate partnership on consumer reactions to non-profits. Advances in Consumer Research, 30(1), 324.
• 5. Bhattacharya, C.B., Korschun, D. & Sen, S. (2009). Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85(2), 257-272.
• 6. Brown, T.J. & Dacin, P.A. (1997). The company and the product: Corporate associations and consumer product response. Journal of Marketing 61(1): 68-84.
• 7. Brzeziński, J. (1999). Metodologia badań psychologicznych. Warsaw: Wydawnictwo Naukowe PWN.
• 8. Creyer, E.H. & Ross, W.T. (1997). The influence of firm behavior on purchase intention: do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 173-185.
• 9. Cui, Y., Trent, E.S., Sullivan, P.M. et al. (2003). Cause-related marketing: How generation Y responds. International Journal of Retail & Distribution Management, 31(6), 310-320.
• 10. Domański, Cz. (1990). Testy statystyczne. Warsaw: Państwowe Wydawnictwo Ekonomiczne.
• 11. Francuz, P. & Mackiewicz, R. (2007). Liczby nie wiedzą skąd pochodzą: przewodnik po metodologii i statystyce nie tylko dla psychologów. Lublin: Wydawnictwo KUL.
• 12. Grzegorzewska - Ramocka, E. (2005). Koncepcja społecznej odpowiedzialności przedsiębiorstwa w marketingu strategicznym. Kielce: Wydawnictwo Politechniki Świętokrzyskiej.
• 13. Huck, S.W. (2009). Reading Statistics and Research. Boston: Pearson Ally and Bacon.
• 14. Ipsos. (2003). Postawy wobec społecznej odpowiedzialności biznesu. Available at: www.ipsos. pl/3_2_009a.pdf
• 15. Koronacki, J. & Mielniczuk, J. (2004). Statystyka dla studentów kierunków technicznych i przyrodniczych. Warszawa: Wydawnictwa Naukowo - Techniczne.
• 16. Kotler, P. & Lee, N. (2004). Best of breed. When it comes to gaining a market edge while supporting a social cause, 'corporate social marketing' leads the pack. Stanford Social Innovation Review, 1(4), 14-23.
• 17. Lafferty, B.A., Goldsmith, R.E. & Hult, G.T. (2004). The impact of the alliance on the partners: A look at cause-brand alliances. Psychology & Marketing, 21(7), 509-531.
• 18. Lafferty, B.A. & Goldsmith, R.E. (1999). Corporate credibility's role in consumer's 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.
• 19. Maison, D. & Wasilewski, P. (2008). Propaganda dobrych serc - czyli rzecz o reklamie społecznej. Krakow: Agencja Wasilewski.
• 20. Marin, L. & Ruiz, S. (2007). I need you too! Corporate identity attractiveness for consumers and the role of social responsibility. Journal of Business Ethics, 77(3), 245-260.
• 21. 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.
• 22. Mohr, L.A. & Webb, D.J. (2005). The effects of corporate social responsibility and price on consumer responses. The Journal of Consumer Affairs, 39(1), 121-147.
• 23. Prabu, D., Kline, S. and Yang, D. (2005). Corporate social responsibility practices, corporate identity, and purchase intention: A dual-process model. Journal of Public Relations Research, 17(3), 391-313.
• 24. Prisch, J., Gupta, S. & Grau, S.L. (2007). A framework for understanding corporate social responsibility programs as a continuum: An exploratory study. Journal of Business Ethics, 70(2), 125-140.
• 25. Salmones, G., Crespo, A. and Bosque, I. (2005). Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 61(4), 369-385.
• 26. Sen, S. & Bhattacharya, C.B. (2001). Does doing good always lead to doing better? Consumer reaction to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
• 27. Sen, S., Bhattacharya, C.B. & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships: A filed experiment. Journal of the Academy of Marketing Science, 34(2), 158-166.
• 28. Smith, C. (2003) Corporate social responsibility: WHETHER OR HOW? California Management Review, 45(4), 52-76.
• 29. Stanisz, A. (2006) Przystępny kurs statystyki. Tom I. Krakow: StatSoft Polska.
• 30. Van den Brink, D., Odekerken - Schroder, G. & Pauwels, P. (2006). The effect of strategic and tactical cause-related marketing on consumer' brand loyalty. Journal of Consumer Marketing, 23(1), 15-25.
• 31. Vogel, D.J. (2005). Is there a market for virtue? The business case for corporate social responsibility. California Management Review, 47(4), 19-45.
• 32. Yoon, Y., Gurhan-Canli, Z. & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377-390.
• 33. Yoon, Y. and Gurhan-Canli, Z. (2003). Negative consequences of doing good: The effects of perceived motives underlying corporate social responsibility. Advances in Consumer Research, 30(1), 323-324.
• 34. Zrałek, J. (2007). Konsumenci wobec public relations - komunikacyjne uwarunkowania zachowań nabywczych. Katowice: Wydawnictwo Akademii Ekonomicznej w Katowicach.

Identyfikatory

DOI

10.5709/ce.1897-9254.14