This study aims to investigate the effect of the core capability of products in eco-friendly stores on perceived CSR and consumers’ purchasing behavior. It is also to verify the moderating mediation effect of store type (multi-category store vs. single-category store). The results indicate that generally, in eco-friendly stores, consumers perceive the core competency of the products, which increases perceived CSR and purchasing intention. In the single-category store (i.e., fashion only) compared to the multi-category store (i.e., food and fashion), consumers perceive that the core capability and CSR are higher and thus they have higher purchase intention.

다국적 기업의 현지 사회적 책임 활동(CSR, corporate social responsibility)은 현지의 다양한 이해관계자 에게 정당성을 확보하는 방안 중 하나로써, 최근 그 중요성이 부각되고 있다. 이에 본 연구는 해외 기업의 현지 사회적 책임 활동이 현지 지원자의 구직 의도에 미치는 영향에 관해 실증적으로 분석하고자 한다. 더 나아가 국 가이미지(country of origin image)에 따라 사회적 책임 활동의 영향이 달라질 수 있음을 살펴보고자 한다. 국내 대학생을 대상으로 실시한 설문조사를 바탕으로 실증분석을 진행한 결과, 국내 구직자에게 있어 다국적 기업 해외자회사의 국내 사회적 책임 활동은 구직의도에 긍정적인 영향을 미치며, 중국기업의 경우 이러한 사회적 책임 활동의 긍정적인 영향이 더 커지는 것으로 나타났다. 이에 본 연구는 국가 이미지가 상대적으로 호의적이지 않은 신흥국 기반의 다국적 기업들의 현지 진출 시, 현지의 사회적 책임 활동이 현지 구직자의 지원의도를 높일 수 있는 중요한 기업전략임을 확인함으로써, 학문적 및 실무적 관점에서 의미 있는 시사점을 제공할 수 있을 것 으로 기대된다.

Corporate reputation – the central antecedent of trust – bears the potential to create sustainable competitive advantage. However, far too many examples of companies’ socially irresponsible behavior over the past years led to a severe crisis of confidence. Disgraced companies suffer from the adverse effects of their misbehaviors at all levels. As a consequence, one of the top priorities for both practitioners and business scholars is the identification of opportunities to (re)build corporate reputation. Corporate Social Responsibility (CSR), a key driver of reputation perceptions, is a very promising one. However, as CSR is a multidimensional construct that comprises a wide range of activities, the selection of the “right” ones deems a major challenge. Based on a literature review, we advocate that news media data should be utilized to analyze which CSR dimensions are particularly likely to affect reputation perceptions. As journalists rely on companies’ press releases as a starting point for their business articles, companies need to carefully evaluate which CSR dimensions they emphasize in their communication strategy. Based on superior measures of reputation and CSR, this study utilizes reputation and news media coverage data on companies listed in the German DAX30 between 2005 and 2011. The panel data regression encompasses the multidimensional concept of CSR, presenting a six-dimensional CSR construct including environment, employee relations, community, product issues, corporate culture and corporate governance. Relevant moderating variables, namely firm and stakeholder characteristics, are investigated. In this context, the results show that the relevance of each of those six distinct dimensions differs for the formation of reputation judgements and varies across investigated stakeholder and company types: across all model specifications, negative media coverage addressing employee relations and community affects reputation perceptions. The general public primarily perceives negative news coverage as relevant for their reputation judgements. Opinion leaders seem to be less dependent on the media to learn about CSR dimensions, as only four out of twelve independent variables exert a significant impact on their reputation judgments. News coverage about product issues only constitutes a key role in the formation of reputation judgements of firms that are predominantly known from direct experiences. A particularly large amount of variation can be explained for reputation ratings of these companies as well as for reputation perceptions of opinion leaders.

This research examines Kang et al. (2016)’s proposal that corporate social responsibility (CSR) reputation, which was operationalized in this paper via consumers’ CSR beliefs about a brand (Du et al., 2007), could moderate the negative effect of corporate social irresponsibility (CSI) crisis on firm performance when it is used as a preventive, insurance-like measure. According to Kang et al. most companies unsuccessfully used CSR as penance mechanism to undo negative effects of a prior CSI crisis they caused by their irresponsible behavior. However, using CSR as an insurance tool before any CSI event has happened, in order to mitigate the potential negative future effect, has not been observed yet in practice. The results of this paper show that a completely CSR positioned brand has a competitive advantage over a non-CSR positioned brand. Regardless of crisis severity, the consumers’ stronger CSR beliefs triggered by the CSR brand positioning works like a preventive, insurance-like mechanism, which protects the brand in times of both non-severe and severe CSI crisis. The CSR positioned brand also suffers a damage measured in brand attitude change and negative word-of-mouth, but much less than a brand, which did not care at all about CSR positioning or engaging in any CSR activities. However, the results only hold true for consumers, who regard CSR as important. Most managers still do not even know the effects a reputation in CSR can have in face of a CSI crisis (Lenz et al., 2017). This research sheds new light on this ambiguity.

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.

Based on behavioral psychology theory this conceptual paper analyzes specific versus non-specific corporate social responsibility (CSR) to deal with specific versus nonspecific latent corporate sustainability crises, with only rumors of allegedly problematic company behavior starting to emerge. The focus is on shaping immediate consumer reactions, in particular perceptions of risk and responsibility as well as expectations towards further crisis management, which are predominantly formed in the early crisis stages. Consumer involvement and perceived CSR credibility are considered as potential moderating variables. Based on the derived propositions and with reference to the CSR concept, various management implications are discussed. It has emerged that the management of specific sustainability crises must also prioritize specific CSR activities in order to reduce or avoid immediate negative consumer reactions.

Drawing from signaling theory (Rynes, 1991) and social identity theory (Ashforth & Mael, 1989), this investigation examines how a company´s CSR communication, especially the liking of the company’s CSR advertisements, their message credibility, as well as their cause-company-fit, influences employees´ evaluation of the perceived organizational CSR engagement, and how the evaluation of the perceived organizational CSR engagement relates to employees´ job satisfaction, organizational pride, and word-of-mouth. An experimental study was carried out with the employees (n = 432) of a large European energy provider in order to test the model assumptions. To illustrate comprehensively the CSR engagement of the company four collages were developed including either customer-oriented CSR appeals, employee-oriented CSR appeals, environmental-oriented CSR appeals or philanthropic-oriented CSR appeals. Empirical findings suggest that the developed model is largely confirmed. Interestingly, results show that the liking of the CSR advertisements is not found to be a significant determinant of employees´ CSR evaluation. Instead, findings reveal that message credibility and perceived cause-company-fit are significant determinants of employees´ CSR evaluation. In addition, results indicate that the more employees perceive their organization as socially responsible, the more likely they feel satisfied to work for their company, the more likely they feel proud of being a member of this company and the more likely is their willingness to praise their company. This study contributes to the advancement of CSR research in several ways: First, the conceptualized model can be used to explain how CSR communication influences employees´ evaluation of the perceived organizational CSR engagement and how this relates to employees´ attitudes and behavior at the workplace. Second, by drawing on signaling theory (Rynes, 1991) and social identity theory (Ashforth & Mael, 1989) in order to explain CSR communication effects, this investigation adds theoretical foundation to CSR communication research. Third, the investigation demonstrates that CSR communication effects may go well beyond traditional effects such as fostering customers´ purchase. A company´s CSR communication is also able to influence favorable employees´ outcomes.

Building on insights from motivation-opportunity-ability (MOA) theory, we explore the antecedents and conditions through which entrepreneurs within small and medium enterprises (SMEs) adopt corporate social responsibility (CSR) initiatives. Seeing how current research is almost exclusively dominated by investigating the activities of multinational or large organizations, we shift the attention to the social responsibility initiatives of the individual entrepreneur, seen as a moral, social and environmental champion. This study contributes to marketing and international business literature by advancing knowledge of the determinants of responsible entrepreneurship across different research settings. We highlight the importance of personal entrepreneurial values and moral ideologies and their impact on CSR engagement. From this perspective, we first applied an exploratory/qualitative research method to focus on the CSR initiatives of entrepreneurs in the UK by conducting series of interviews to identify various individual, firm and external level determinants that influence the implementation of responsible entrepreneurship practices. Second, we completed a large scale survey among 224 UK entrepreneurs. Preliminary results demonstrate that others-centered values, entrepreneurial alertness, competence, availability of resources and stakeholders influence, are important antecedents of both intentional and actual engagement in CSR practices, which in turn leads to improved performance.

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.

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.

본 연구에서는 중국 시장에 진출한 한국 기업을 대상으로 현지에서 CSR을 수행하는 기업의 특성을 파악하고자 하였다. 이를 위해, 내수 시장 진출 목적의 중국 투자 기업 153개 업체를 대상으로 설문조사를 수행하였다. 검증 결과, 모기업의 규모, 고용 규모, 매출 규모 그리고 브랜드 명성이 유의하게 나타났다. 구체적으로, CSR에 적극적인 기업은 모기업 규모가 크고, 고용 규모가 크고, 매출 규모가 크며, 브랜드 명성이 높은 기업인 것으로 나타났다. 이러한 특성은 대기업의 현지 법인의 특성으로, 한국 기업의 중국에서의 CSR은 결국 대기업에 의해 주도되고 있음을 본 연구 결과가 시사해주고 있다. 한편, 소유 형태, 투자 규모와 시장성과는 CSR 수행 정도는 CSR 수행 정도와 유의한 관계를 보이지 않았다. 이론적 관점에서, 한국 기업의 해외 CSR은 선제적 관점의 CSR이론 보다는 방어적 관점의 CSR이론이 설명력이 높은 것으로 나타났다.

충남 공주시 묵논에서 생육하고 있는 식물을 대상으로 식물의 기능적인 특징을 알아보기 위해 Grime의 CSR (Competitive, Stress tolerant, Ruderal) 전략 계획에 따라 분류 및 평가하였다. 식물의 생활사 유형을 분류하기 위해 각 분류군마다 성체 단계의 3개체를 선정하여 수관높이 (canopy height), 건물함량(dry matter content), 잎의 건물 량(leaf dry matter), 엽면적(specific leaf area), 개화기간 (flowering period), 개화시기(flowering start) 그리고 측아 확장(lateral spread)의 데이터에 관한 자료를 수집하였다. 그 결과, 멸종위기식물인 독미나리(Cicuta virosa)와 전주물꼬리풀(Dysophylla yatabeana)는 각각 CR, C/CR이었 고, 외래식물인 미국가막사리(Bidens frondosa)는 C/CR 이였다. 물달개비(Monochoria vaginalis), 벼(Oryza sativa) 그리고 피(Echinochloa utilis)는 각각 CR, C/CR 그리고 C/CR이었다. 묵논에서 생육하고 있는 6종의 식물들은 CR과 C/CR 두 가지의 유형이 나타나는 것으로 보아 모두 경쟁과 교란에 내성이 강한 식물임을 의미한다. 이러한 결과는 묵논에서 생육하고 있는 6종의 식물들은 모두 경쟁과 교란에 내성이 강한 경쟁자 식물(C/CR)과 경쟁형 마을식물(CR)로 묵논은 자원이 풍부하고, 교란이 심한 환경 특성을 갖는다는 것을 의미한다.

지금까지 기업의 사회적 책임수행 성과와 관련된 많은 연구들은 주로 기업의 재무적 성과나 이해관계 자의 반응, 그리고 제도와 조직수준에서 이루어져 왔으며, 일부 개인수준의 연구에서 기업의 사회적 책임 과 종업원 반응 간의 직접적인 관계에 초점을 맞추어 왔다. 이와 같은 한계에 착안하여 이 연구에서는 이론 및 선험적 연구결과를 바탕으로 기업의 사회적 책임수행과 종업원들의 조직몰입 및 이직의도가 자 부심의 지각에 의해 효과적으로 설명될 수 있을 것으로 가정하였으며, 나아가 사회적 책임수행에 대한 지각이 자부심에 미치는 효과는 사회적 책임수행의 동기에 대한 순수성이 의심될 경우, 즉 자기본위적 동기로 지각될 경우 약화될 것으로 가정하였다. 실증연구 결과에 따르면 자부심은 법적 책임 및 윤리적 책임과 결과변수 간의 관계에서 완전매개변수로서의 역할을 하는 것으로 나타났으며, 경제적 책임 및 자 선적 책임의 경우에는 지지되지 않는 것으로 분석되었다. 또한 연구결과에 따를 경우 경제적 책임의 경우 를 제외하고 모든 사회적 책임수행영역에서 자기본위적 동기 귀인의 조절효과가 지지되었다. 연구결과에 대한 논의 및 결론에서 실증분석의 결과가 지니는 의미와 한계, 앞으로의 연구방향에 대해 구체적으로 제시하였다.

본 연구에서는 외국 기업의 CSR이 개도국 소비자의 구매의도에 영향을 미치는지를 확인하고자 한다. 선행 연 구에서는 다국적기업의 개도국에서의 CSR이 글로벌 이해관계자에 미치는 영향이 큰 것으로 보고하고 있으나, 개 도국 소비자에 미치는 영향에 관하여서는 명확하지 않다. 구체적으로 본 연구에서는 베트남 소비자를 대상으로 자선적 CSR이 기업이미지와 구매의도에 미치는 영향을 분석하였고, 기업이미지에 따라 CSR 효과가 달라질 수 있는지를 검증하였다. 검증 결과, 기대와 달리 베트남 소비자에게는 자선적 CSR이 구매의도에 미치는 영향이 크지 않았다. 구체적으로, 베트남 소비자들의 CSR 인식은 구매의도에 직접적인 영향을 주지 않았다. 그러나 CSR은 기업이미지에 유 의한 영향을 미치고, 기업이미지를 통해 간접적으로 구매의도에 영향을 미치는 것으로 나타났다. 그리고 CSR 효 과는 호의적인 브랜드에서는 나타나지 않았다.