Responsible customers are becoming increasingly important and the influence of online user-generated content on consumer behavior has been extensively recognized. As a result of these two trends, social media sites are adopting new initiatives on Corporate Social Responsibility (CSR). In the context of tourism destinations, this paper analyses the effects of online comments made by visitors to two mountain resorts about three CSR dimensions: environmental (ENV), sociocultural (SOC) and economic (ECO). Our aim is to analyze the consistency of the effects of eWOM about a single CSR dimension (ENV, SOC, ECO), two CSR dimensions (ENV+ECO, ENV+SOC, ECO+SOC) or three CSR dimensions (ENV+ECO+SOC), in the impact of CSR dimensions on information adoption. Information adoption refers to eWOM perceived usefulness (PU) and perceived influence (PI). PU refers to what extent the information in the eWOM is useful and, in turn, tourists are more likely to adopt it. PI means to what extent consumers’ perceptions of eWOM affects decision-making processes. From an information processing point of view, it is important to analyze whether individuals maintain consistency in their preference for CSR dimensions. Transitivity has been used to measure consistency in product, so it could be applied to measure the consistency of the preference for CSR dimensions, presented singly or combined, on social media sites. Transitivity implies that consumers have a welldefined hierarchy of influence. If there is transitivity, it is expected that, given a set of CSR stimuli, its influence on PU and PI will be consistent. Thus, if the influence of dimension D1 is greater than that of dimension D2 and this, in turn, has greater influence than dimension D3, then D1 must have greater influence than D3. Consequently, we propose the following hypotheses: H1: The hierarchy of influence of online comments on (a) PU and on (b) PI is the same if the comment is about a single CSR dimension or two CSR dimensions. H2: The hierarchy of influence of online comments on (a) PU and on (b) PI is the same if the comment is about a single CSR dimension or three CSR dimensions. H3: The hierarchy of influence of online comments on (a) PU and on (b) PI is the same if the comments are about two CSR dimensions or three CSR dimensions. A within-subjects and between-subjects experiment was carried out to a sample of 612 tourists from Argentina and Spain. Participants were exposed to one of seven scenarios linked to a mountain tourism destination. Each scenario contained one, two or three online reviews related to CSR dimensions. The online comments resembled a typical TripAdvisor layout and were embedded in an online survey, which also contained measures of PU and PI. Our findings suggest that, of the reviews, environmental are the most useful and influential, followed by sociocultural. This hierarchical pattern is consistent when tourists are exposed to online comments about two or more dimensions, but not when comparisons are done between individual dimensions. Our findings suggest that consistency of the consumer's preference for CSR dimensions should be managed in analyzing multiple stimuli on social media sites.

Introduction The traditional approaches on corporate social responsibility communication are revealing to be unable of raising awareness and increasing stakeholders’ empowerment, often failing to improve positive relationships with consumers. In this study, the digitally co-created CSR activities will be explored using a more general approach, which will also take into consideration these philanthropic activities, i.e. the activities where companies invite stakeholders to participate in the resolution of a social issue but without asking them to buy the brand’s products. Moreover, in the present study, interactivity and freedom of cause' choices are both believed to be two mechanisms that play a key role in generating more empowered stakeholders, with increased propensity for participating in co-created CSR initiatives. Therefore, it is important to analyse digitally co-created CSR activities since it may represent a major opportunity for organizations to add value and meaning to stakeholders (and even for society at large), where the two parties work together to solve a social issue. Theoretical development The World Business Council for Sustainable Development (WBCSD, 1999) defined Corporate Social Responsibility as the “continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.” Although previous findings regarding the financial implications of CSR might have been ambiguous, there is an increasingly acceptance about the positive outcomes these activities have in building brand equity, brand image (Esmaeilpour & Barjoei, 2016), in improving reputation, trust and loyalty among consumers (Stanaland et al., 2011) and in the willingness consumers have to purchase and possibly even paying higher prices for products of firms with more CSR engagement (Servaes & Tamayo, 2013). Additionally, with consumers’ and other stakeholders’ (e.g., employees, channel partners, regulators) increasing expectations that organizations should behave in socially responsible ways (Mishra & Modi, 2016), CSR has become an integral part of business practice over the last years, with many firms dedicating a section of their annual reports and corporate websites to CSR activities (Servaes & Tamayo, 2013). Arrillaga-Andreessen (2016) notes that the new generations seem to have social consciousness embedded in their DNA. They are united in wanting to do more than acquire material riches and measure success by their ability to transform the lives of others. Their question is not “What do I want to be when I grow up?” but “How will the world be different because I lived in it?”. In Euromonitor’s Top 10 Global Consumer Trends for 2015, Consumer Trends Consultant Daphne Kasriel-Alexander states that consumption is increasingly being driven by the heart: consumers are making choices defined by their positive impact on the world and community. Despite the strong interest in CSR activities, particularly in its outcomes, in firms’ value and branding, there is yet little research and empirical studies regarding the effects of these activities in a social media context. This exploratory research aims to fill this gap, by focusing on the branding outcomes a CSR activity can generate while communicated in Social Networking Sites (SNS) and using participatory approaches. Some researchers already found it questionable how stakeholder dialogue and engagement through corporate websites and CSR reports are accomplished and if they necessarily lead to greater stakeholder participation (Chaudhri, 2016). Thus, one of the research objectives is to examine if using a participatory CSR activity in social media rather than (or, at least, combined with) the traditional approach of communicating CSR performance on firms´ annual reports can generate greater outcomes for brands, especially by testing if these activities can raise awareness, increase participation and empowerment levels. Some authors (Du et al., 2010) found two key challenges regarding CSR communication: the first one is the need for higher levels of awareness, as several researchers already found that a company can only benefit, enhance critical branding outcomes and even increase firm value through CSR activities if it has a high advertising intensity. These activities have low or negative impact on firm value for firms with low advertising intensity, sometimes with costs outweighing the benefits, as the lack of customer awareness about CSR activities represents a major limiting factor for their ability to respond to such activities (Servaes & Tamayo, 2013). Thus, Sen et al. (2006) argue that to reap the positive benefits of CSR, companies need to work harder at raising awareness levels. Although not every firm might experience high levels of awareness (since not every organization can support high advertisement intensity or already have strong branding), this research responds to the call for further research by “exploring channels available for dissemination of CSR activities” (Servaes & Tamayo, 2013:1059), in particular, the social media channels, and by providing new research on “the extent to which these new social and communicative arrangements are being realized by organizations and stakeholders and the attendant implications for CSR communication”, as it currently represents an “evolving area of investigation” (Chaudri, 2016, p.422). Therefore, once it is recommended that companies work on increasing CSR awareness levels, social media sites, such as Facebook, can be powerful channels not only due to its popularity and vast audience reach at a much lower cost, but also due to the opportunities consumers’ word-of-mouth can create (Du, Bhattacharya, & Sen., 2010). The second challenge is concerned with minimizing stakeholder scepticism. Stakeholders quickly become suspicious of the CSR motives when companies aggressively promote their CSR efforts (Du, Bhattacharya, & Sen, 2010). Communicating CSR is a very delicate matter. It requires a certain sensitivity and balance, where organizations face the paradox of demonstrating social responsibility without communicating it blatantly, and being simultaneously credible, informative, and engaging (Chaudri, 2016). There’s also no room for inconsistencies, as CSR is all about being selfless and charitable, the need for transparency and honesty is a must, since on one hand, these activities can have a backlash effect if stakeholders become suspicious and perceive predominantly extrinsic motives in companies’ social initiatives (i.e. when the company is seen as attempting to increase its profits) and, on the other hand, stronger attributions to genuine concern are likely to be associated with more positive reactions towards the company, both internally and behaviourally (Sen et al., 2006). Kesavan et al. (2013) also found that social media is increasingly perceived by consumers as a more trustworthy source of CSR information than traditional media tools (e.g., TV and advertising). Based on above argumentation we formulate: H1: Online co-created CSR activities have greater potential for raising awareness than the traditional communication channels. H2: Online participatory CSR activities can increase consumers’ empowerment levels. Research design Globally, the questionnaire is composed of 28 questions, separated into three sections. The first section is composed by 14 questions that measured social networking usage, current CSR awareness levels, general use of the traditional CSR communication channels, current level of control felt by respondents towards CSR activities, the empowerment felt after companies adding cause choice freedom and respondents’ attitudes towards the effectiveness and outcomes of participatory CSR initiatives. The second section of the questionnaire consists in 10 questions regarding a real CSR initiative, implemented in March 2016, by one of the biggest Portuguese retailers - Continente. After a brief contextualization, the questions measured activity recall rate, participation rate, reasons to (or not to) participate, WoM dissemination rate (or propensity), perception of brand image after the initiative and attitudes towards online co-created CSR initiatives (acceptance levels). The third and last section contained 4 questions regarding socio-demographic measures, namely: nationality, age, gender and educational level. The launch of the questionnaire comprises two stages: for the first stage, it is prepared a pre-test of the questionnaire, which was the pillar for the second and main stage: the online questionnaire. Pre-testing is a method to evaluate in advance if a questionnaire causes misunderstandings, ambiguities, or other difficulties with instrument items to respondents, helping researchers minimizing future errors. During the pre-test stage, a total of 10 people is selected to be monitored while responding to the first draft of the questionnaire. This stage provided important insights about each one of the questions previously elaborated, allowing for reviewing and refining them, as well as adding more questions that revealed to be relevant for the study. As for the second stage, the online questionnaire was launched in social networks - Facebook, Instagram and LinkedIn - and in an international forum - Reddit, from 18th of June of 2017 to 01th of August of 2017. Results and conclusions Findings from 322 valid responses provide clear evidence that co-creating socially responsible activities in social media can indeed increase not only the awareness for such actions, but also increase empowerment, participation levels, positive word-of-mouth dissemination, and reinforce consumer-brand ties in the process. Currently, individuals feel very low control regarding the process and the outcomes of CSR initiatives, and that by providing interactivity experiences and adding freedom of cause choice, organizations can increase stakeholders’ empowerment levels, consequently enhancing participation, one of the dimensions of consumer engagement. Online users are starting to connect with their preferred brands in social media and are demanding interactive experiences. Although SNS presents many opportunities for brands to guarantee that they remain relevant to its consumers and other stakeholders, the findings imply that social media remains unexplored as a CSR communication channel by organizations. Considering that the traditional communicating channels used to inform shareholders about these initiatives have a very low adherence by the general public and that they are failing to provide more awareness to CSR activities, brand managers need to devise different strategies for the optimal communication of these initiatives in new channels, which have higher potential to result not only in improved attitudes and brand image, but also in the increased intent of stakeholders to commit personal resources (e.g., money, time, etc.) to the benefit of the company, in a near future. Even for the users who do not follow brands in their SNS, for example, companies can still use SNS tools such as targeted posts (i.e. promoted posts that appear in target users’ feed), to ensure that their awareness and relevance levels remains significant, especially when companies are seeking for users with specific interests.

This study represents the first attempt to investigate how consumers expect sport management to respond to sport celebrity transgressions, while still protecting their corporate social responsibility. Consumer responses were resourced from online forum sites and the investigation noted that consumers expect sport management to respond to sport celebrity transgressions in several ways. Findings indicated that consumers noted specific sport celebrity transgression responses: 1) suspension; 2) apology; 3) fine; and 3) develop educational programmes for sport celebrities. Additionally, consumers indicated that these response strategies should be consistent and uniform through all types of sport.

Introduction In the last decade, the concepts of responsible or sustainable luxury (Vigneron & Johnson 2004; Bendell & Kleanthous, 2007; Kapferer, 2010; Janssen, Vanhamme, Lindgreen & Lefebvre, 2014) and digital or online luxury (Kim & Ko, 2010; 2012; Okonkwo, 2005; 2009; 2010; Mosca, Civera & Casalegno, 2018) have started receiving considerable attention, as separate areas of study. Scholarship shows that communicating CSR is more and more of a strategic decision (Sen & Bhattacharya, 2001) that needs to balance promises and performances of social instances (de Ven, 2008; Pomering & Donilcar, 2009; Hur, Kim & Woo, 2014;) and to impact on the audience positively through content, placement and motives of CSR messages (Jahdi & Acikdilli, 2009; Du, Bhattacharya, & Sen, 2010). Furthermore, with the explosion of digital contents and use, communicating CSR is even more challenging and firms increase their exposure to judgments of their real conduct (Christodoulides, Jevons & Blackshaw, 2011). Luxury players make an interesting case of investigation for the digital CSR communication, as they are peculiar both in the use of the online and in the implementation and communication of CSR (Vigneron & Johnson 2004; Bendell & Kleanthous, 2007; Kapferer and Bastien, 2009; Janssen et al., 2014). Despite some exploratory researches underline that luxury consumers are not so likely to see consistency between luxury and CSR (Davies et al., 2012) and yet, the communication of those activities can turn their perception negatively (Torelli et al., 2012), latest findings from empirical studies on luxury consumers show a growing interest in the communication of sustainability on the online (Janssen et al., 2014). However, few studies consider how consumers react and modify their perception in regard to CSR messages spread online, within luxury markets. This research has twofold aims. Firstly, it investigates the state of the art of leading international luxury players‟ CSR digital communication through the application of a theoretical framework developed by the authors for qualitative analysis of digital CSR communication contents, placement and purpose. Secondly, it explores luxury consumers‟ perception over specific digital CSR communications in order to verify whether and if there is consistency between CSR digital communication and consumers‟ reactions within luxury markets as well as underline emerging peculiarities in the way CSR is – and is expected to be – communicated online by luxury players. Theoretical development Creating experiences on the online became the imperative for luxury players (Okonkwo, 2010). This need is strengthened by luxury consumers, who are more willing to take part in the process of sharing brands‟ values through the online platforms, in a challenging multi-channel logic (Rifkin, 2000; Mosca et al., 2013). Luxury players seem to strive more than others to modify and integrate their products offer and communication on the online, because they have to adapt to a “pop” culture without losing their unique character and exclusivity (Aiello & Donvito, 2005) that can be, as some scholars suggest, identified with certain characteristics of sustainability and social responsibility (Janssen et al., 2014). The main contribution of this study is to allow a convergence between “responsible luxury” and “online luxury” by advancing the theoretical understanding of digital CSR communication within luxury markets, in terms of peculiarities, customers‟ perceptions and effectiveness. Research Design The study makes use of a theoretical framework for qualitative evaluation of web CSR communication previously developed by the authors, that is, in the context of the present research, enriched to include a qualitative investigation of all digital CSR messages (including web and social media). Firstly, the study applies the framework to 100 International luxury brands (representative of the principal luxury fashion-related personal products categories) selected from luxury reports by Deloitte, Reputation Institute and Interbrand in order to qualitative evaluate contents, placement and purposes of digital CSR messages. The qualitative evaluation is developed by the authors through the identification of KPIs reflecting the themes emerged in the framework, analysis of their frequency and Chi square test. Secondly, the study involves 400 luxury consumers within mature markets, who are tested around their perception of digital CSR communication of luxury players. The investigation over their reactions and perception of digital CSR messages is conducted through an online questionnaire and several focus groups. Statistical regression model, t-stat and comparison among the responses provided by consumers through the survey are conducted to analyse responses and match the data. Results and Conclusion Results show the that majority of the investigated players are extensively considering CSR as a core digital strategy, pointing out the growing communication of luxury goods that increased sustainability and social responsibility throughout the whole supply chain. The investigation on customers‟ perception outlines some discrepancies between players‟ communication and customers‟ reactions, showing several cases of misjudgements. On the one hand, some players fails in achieving customers‟ expectations and the actual raking of their digital CSR communication does not match the level of given perception. On the other hand, some digital CSR communications succeeds in creating positive overreactions, despite having previously evaluated as the minimum requirement as for CSR implementation and communication. Accordingly, some suggestions to managers are developed, not just around the three considered attributes of digital CSR communication (content, placement and purposes) but also around the context of buying behaviours linked to the core business and the brand values, which can be, somehow, strongly associated with sustainability and social responsibility. In particular, it emerges that luxury digital CSR communication is expected to be an integrated strategy between online and offline channels, focused upon facts, numbers, performances and results of CSR that should show high coherency with the luxury core business.

Do Corporate Social Responsibility (CSR) activities really influence firm value, and if so, what is the mechanism that is at work? In this study, we especially focused on publicizing CSR (PCSR) and tried to examine the effect of PCSR on firm value. We merged the data from different archival sources and obtained balanced panel data consisting of 385 firmyear observation across 77 firms for 5 years. The data contained several variables such as Publicizing CSR, WOM, Tobin's q, Advertising intensity, Contribution to sales ratio, ROE, Sales increase, Asset, GDP, and other financial indicators. This study provides several implications for marketing theory and practice. First, it simultaneously reveals the preceding and following factors of word of mouth. Second, our evidence suggests that marketing managers could obtain benefits if they concentrate not only on finding good CSR activities but also on publicizing them well, and that PCSR could be a great help for companies that want to improve the public awareness and interest. The purpose of this study is to clarify the relationship between publicizing CSR (PCSR) and firm value, and the mechanism by which the influence is conveyed. Our findings are as below. First, the higher the PCSR, the greater the firm value even though the ratio of contribution to sales is added. Because the contribution is known as a representative proxy for corporate socially responsible investment, this result implies that PCSR is significant even though the effect of CSR itself is controlled. Second, WOM mediates the relationship between PCSR and firm value. This suggests that publicizing CSR could attract people's attention and then contribute positively to firm value. Finally, this study found that the effects of PCSR on firm value are mediated through positive WOM in the context of controlling negative WOM. This result implies that PCSR increases the amount of positive WOM, rather than negative WOM, which helps improve corporate value.

We investigate the effect of individuals’ thinking style on their evaluation of a company that engages in a corporate social responsibility (CSR) initiative with varying degrees of a company-cause fit. A substantial body of research suggests that consumers’ evaluation of CSR depend on the degree of a fit between a company and a social cause that the company aims to support. Although a high fit CSR initiative has been associated with more favorable consumer evaluation than a low fit CSR initiative, we suggest that this is true only for analytic thinkers. In two experimental studies, we show that analytic thinkers tend to react more sensitively to the degree of CSR fit than do holistic thinkers. Specifically, analytic thinkers perceive a high fit CSR to be more public serving than a low fit CSR, leading to more favorable reactions to it. Holistic thinkers tend to believe both high and low fit CSR initiatives to be equally public serving, leading to favorable reactions to both. In addition, compared to analytic thinkers, holistic thinkers tend to perceive a low fit CSR initiative to be more public serving and subsequently exhibit more positive reactions to it. Our work contributes to the CSR literature by adding individuals’ thinking styles as a determinant of their sensitivity to the degree of a company-cause fit. We also demonstrate the perception of public serving CSR motive is the underlying process of the hypothesized effect. Thus, our findings shed new light on the role of fit, showing that depending on thinking style, having a high fit initiative may not be as critical as previously thought. Instead, a low fit CSR initiative can generate consumers’ positive reactions.

This study investigates how different types of corporate crises and issue congruence interplay in determining the effects of a previous corporate social responsibility (CSR) initiative on the company faced with a crisis. The findings suggest that a prior CSR initiative can more effectively protect a company’s reputation when the company has a competence-related crisis than a morality-related crisis. In addition, when the social cause of the CSR initiative is congruent with the issue of the negative event, consumers will respond more negatively than when there is no issue congruence between CSR and the negative event. Moreover, there is an interaction effect between issue congruence and the type of crises. That is, when a firm has a moral crisis that is associated with the social cause supported in a previous CSR initiative, consumers perceive the firm’s CSR initiative to have been more insincere and selfish than if the firm were facing a competence-related crisis.

Consumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research focused on whether perceived interactivity of CSR advertising leads to the attribution of moral, sociable, and competent brand traits, and which of these traits could in turn promote positive electronic word-of-mouth (eWOM) intentions on Facebook. A Facebook CSR advertisement was presented to participants (N=174), after which perceived interactivity, perceived traits, and eWOM intentions were assessed. Higher levels of perceived interactivity were associated with stronger attributions of morality, sociability, and competence traits to brands. Yet, only perceived brand morality was associated with consumers’ willingness to endorse the brand and its CSR message on Facebook. These findings underline the importance of brands’ openness to dialogue regarding the promotion of CSR activities. Furthermore, these findings suggest that consumers are most likely to feel that brands can represent their identity when brand morality is considered to be high. Despite the importance of eWOM for corporate outcomes, few studies have addressed which processes might underlie the relation between interactive advertising and consumers’ eWOM intentions. The current research contributes to the literature in this field by considering the attribution of humanlike personality traits to brands as possible explanatory variables.

Corporate social responsibility (CSR) communication is generally regarded as good and necessary to inform stakeholders of a company’s CSR deeds. However, research has recently uncovered the practice of “greenhushing” within the context of the hospitality industry (Coles, Warren, Borden, & Dinan, 2017; Font, Elgammal, & Lamond, 2017). Greenhushing means that companies de-emphasize green credentials and CSR activities. Going on holidays is an indulgent act that might result from people feeling they have earned some luxury, including behaving lavishly in terms of resource consumption and responsible behavior. Thus, curtailing this indulgent, irresponsible guest behavior without compromising a guest’s holiday experience is a key challenge for hotels. This paper explores whether the assumption that customers do not want to hear about CSR communication while on holiday is true from the customers’ side and what type of communication achieves to curtail unethical behavioral intentions. Based on 594 usable responses from an online survey, we undertake a moderation analysis with a multi-categorical antecedent variable (different communication stimuli), pro-environmental identity as a moderator and behavioral intentions for “unethical” behavior as a dependent variable using PROCESS 3.0 for SPSS (Hayes, 2018). The results provide partial support for our theoretical predictions.

Introduction Recently, Corporate Social Responsibility(CSR) is becoming very important issue in the corporate growth and marketing strategy. In this study, based on Carroll (1979, 1991)’s conception of CSR study, we categorized the CSR types into the five underlying dimensions – i.e. economic, legal, ethical, benevolent, and environmental responsibilities. We tried to investigate the effects of consumer’s perception of the five different types of CSR on the corporate brand equity. More specifically, we used the corporate image, consumer-company identification, and the level of trust which have been used as important variables in the previous brand value studies as the underlying mediating variables of the research model. Theoretical Background and Research Model Based on the conceptual background and our research questions, 11 research hypothese regarding the consumer perceptions of the five different types of CSR, corporate image, consumer-company identification, trust, consumer loyalty, and corporate evaluation were developed. We also tried to include the moderating effects of CSR congruence and consumer’s CSR orientation between the CSR types and mediating variables of the final research model. Results and Conclusions To test the research hypotheses and our research model, we conducted questionnaire survey and collected 552 consumer data for the final analysis. Through the confirmatory factor analysis, reliability and validity of the study constructs were verified. By using the structural equation model, research hypotheses were tested and most research hypotheses were statistically significant and accepted. The final research model also showed the statistical significance with the goodness-of-fit indices. The managerial implications of the study results for the corporate marketing managers and the limitations of the study were also discussed.

본 연구에서는 미국기업의 환경관련 CSR 공시가 해당 주식시장 성과에 미치는 장기효과를 분석 하였다. Flammer (2013) 연구의 환경관련 공시 리스트를 적용하여, 1950년 1월부터 2012년 12월까지 미국 55개 산업군에 속한 14,662개 현존기업의 월별 주식수익률 자료를 통합한 패널데 이터를 생성하였다. 본 연구의 실증분석은 환경관련 기업공시자료의 DID분석과 Four-factor CAMP 분석을 통해 수행하였다. 실증분석 결과, 베타추정이 보다 유의하였으며, 모멘텀 요인들 역 시 높은 유의수준을 보였으나, 부정적인 영향을 미치는 것으로 나타났다. 이와는 달리, 개별기업의 환경공시에 대한 DID 분석은 유의하지 않았으며, 표본선택과도 일치하지 않았다. 본 연구결과는 기업의 환경관련 CSR 공시가 단기적으로 초과수익률을 변화시킬 수 있음을 입증하였으나, 균형상 태로 회귀하려는 수익률 모멘텀을 극복하고 투자자의 장기적인 인식을 변화시키는 것은 역부족임 을 설명하고 있다.

본 연구는 사회정체성이론, 유사성-호감이론, 신호이론 등에 근거하여 한국에서 경영활동을 수행하고 있는 다 국적기업 자회사 현지 직원의 자민족중심주의와 문화적 갈등이 현지 직원의 긍정심리자본에 부(-)의 영향을 미칠 것이라고 주장하였다. 또한 다국적기업 자회사의 사회책임활동이 ‘자민족중심주의와 긍정심리자본 간의 관계’와 ‘문화적 갈등과 긍정심리자본 간의 관계’를 부(-)의 방향으로 조절할 것이라고 주장하였다. 9개국 출신, 23개 다 국적기업 자회사에 근무 중인 281명의 현지(한국인) 직원들을 대상으로 설문조사를 통해 획득한 자료를 활용하 여 위계적 회귀분석을 통해 이상의 주장을 실증적으로 검증하였다.

Introduction Corporate social responsibility (CSR) has become a necessary tool for firms to develop competitive advantage (Duarte, 2010) as CRS is increasingly valued and demanded by stakeholders (consumers, investors, employees, etc) who see it as representing the civic behaviour of the companies (Prior, Surroca, & Tribo, 2008)..This study looks at the relationship between CSR and customer retention (CR) to answer the question: how does CSR influence CR? The study tries to answer the question by exploring the relationship between CSR and CR toward developing a process model to show how CSR leads to CR, using path diagrams and structural equation modeling. Data was collected through a questionnaire that drew from established measurement instruments, supplemented by primary research. Senior executives of three telecom firms in Ghana were sampled for in-depth interviews towards building a pool of relevant items for questionnaire development. Data from 681 completed questionnaire responses were subjected to structural equation modelling (SEM) to estimate the relationships among relevant constructs and variables. Findings/Conclusions The findings showed a direct relationship between CSR and customer retention as well as an indirect relationship between CSR and customer retention through corporate image (CI), perceived service quality (PSQ) and customer perceived value (CPV). The estimates for Goodness-of-fit indices of the CFA show that; GFI=0.934, AGFI=0.912, CFI=0.957, and RMSEA=0.055, indicating a good fit. The standardised estimates for Goodness-of-fit indices of the SEM show that; GFI=0.933, AGFI=0.912, CFI=0.955, and RMSEA=0.055, indicating a model of good fit. The study challenges theoretical notions with respect to the nature of influence that CSR brings to bear on corporate performance and invites further theoretical inquiry into how CSR inform corporate performance. The study provides the basis for further empirical research work in the area of examining the nature and relative importance of CSR criteria that customers consider in evaluating their perception of companies and behavioural intentions. It also serves as bases to stimulate research using data from different geographical settings to give avenue for the generalisation of the model to extend the CSR and CR theories. The study also furnishes managers with the knowledge that CSR is very necessary for customer retention strategies but it is not a means to an end on its own. It therefore suggests the various components in the process should not be underestimated as it has shown that CSR by itself does not lead to corporate performance in terms of customer retention. Firms may therefore want to improve on the intermediary components to increase corporate performance in terms of customer retention.

This research aims to look at the contradictory effects of corporate social responsibility as conducted by luxury brands. On the one hand, corporate social responsibility (CSR) is known to product positive effects on brands such as the transfer of goodwill and image but on the other hand because of the purported impact of disfluency, previous research has argued that the emphasis on self enhancement runs counter to the more social agenda of CSR. In this study we examine of power and how that can mediate when positive and negative impact of CSR when such campaigns are implemented by luxury brands.

We propose to extend the research in responsible luxury by identifying situations where Corporate Social Responsibility(CSR) could actually promote luxury brands evaluation. By using social consensus as one of the determining factor, we argue that when CSR with higher social consensus is communicated through right channel, this information can have positive influence on brand evaluation. This research could contribute to literature on consumer responses to CSR, and to responsible luxury in particular and demonstrate how social consensus and CSR information of luxury brands affects consumers’ evaluations of luxury brands. Our research highlights that responsible luxury brands should carefully evaluate how their CSR communication strategy affects brand evaluations.

본 연구는 서울지역에 위치한 대학생들을 대상으로 식품기업의 위기상황에서 기업의 사회적 책임활동에 대한 소비자의 인지가 기업이미지 및 재구매 의도에 미치는 영향을 알아보기 위하여 수행되었다. 식품기업 N사를 분석사례로 선정하고 실제사건을 인용한 설문지를 사용하여 대학생 235명을 대상으로 기업의 사회적 책임활동을 인지하기 전과 후의 기업이미지와 재구매 의도에 대한 변화를 측정하고 통계분석을 실시하였다. 사회적 책임활동에 대해 인지하기 전과 후의 기업이미지를 측정한 8문항과 재구매 의도를 측정한 5문항에 대한 대응표본 T검증을 실시한 결과, 기업이미지에 관한 8문항 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 이로써 기업의 사회적 책임활동에 대한 소비자의 인지가 식품기업의 위기상황에서 기업이미지를 긍정적으로 변화시킬수 있다는 결론을 채택하였다. 같은 방법으로 재구매 의도에 관한 변화를 측정하고 분석한 결과, 제품의 만족과관련된 문항을 제외하고는 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 따라서, 본 연구는 향후 식품안전사고의 발생, 즉 식품기업의 위기상황에서 소비자들에게 기업이 실시하고 있는 사회적 책임활동을 인지시키는 것이 기업이미지와 재구매 의도를 긍정적으로 변화시키는데 기여할 수 있다는 주장의 기초자료로 활용될 수 있을 것이며, 앞으로도 기업의 사회적 책임활동이 기업의 위기상황에 어떠한 영향을 미치는지에 대한 다양한 측면에서의 연구가 필요하다고 사료된다.

The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.

Three learning modules on corporate social responsibility (Systems Processes Learning Module, Codes of Conduct Auditing Terminology, and Factory Audit Simulation) were developed and assessed in an upper division course in global fashion sourcing. Three forms of assessment resulted in revisions to the learning modules to meet the learning objectives.

Corporate social responsibility (CSR) is becoming a mainstream issue as more organizations seek to define their roles in society and integrate social and environmental concerns into their businesses (Lichtenstein et al, 2004). At the same time, consumers are switching towards more socially and environmentally responsible products and services (Freestone & McGoldrik, 2008). The purpose of the study is to understand socially conscious apparel shoppers based on their unique shopping attributes in comparison with traditional apparel shopping attributes such as price and quality. Investigating shopping attributes and behaviors for different shopper segments along with behavioral and demographic characteristics enables to classify socially conscious shopper groups. Segmenting consumer groups and developing consumer typologies have been viewed as an effective tool for understanding consumer behavior (Barnes et al., 2007). The socially conscious shopping typologies and classification schemes will provide the basis for understanding and targeting different types of consumers and will enable marketers and retailers to effectively tailor their strategies to each consumer type.