• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Research in Marketing >Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis
【24h】

Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis

机译：产品危害危机中的企业社会责任以及消费者的归因和品牌评估

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

A growing body of research on Corporate Social Responsibility (CSR) in marketing has shown that (1) CSR plays a role in consumers' brand and product evaluations, over and above economic or 'rational' considerations such as product attributes; and (2) CSR has a spillover or 'halo effect' on otherwise unrelated consumer judgments, such as the evaluation of new products. Yet CSR's halo on consumer behavior may extend beyond product evaluations, into nonroutine types of judgments such as attributions. We examine the possibility that the CSR halo affects consumers' attributions in a product-harm crisis situation. In two studies that employ experimental manipulations of prior CSR on a sample of consumers, we examine whether attributions that are influenced by CSR mediate the impact of product-harm crises on consumers' brand evaluations. The results of Study 1 support the hypothesis. Study 2 introduces a boundary condition on the results of Study 1, showing that mediation effects are only found for consumers that are CSR-sensitive. The findings point to a role of CSR in consumer behavior that is more complex than previously conceptualized.
机译：市场营销中对企业社会责任（CSR）的研究越来越多，这表明：（1）CSR在消费者的品牌和产品评估中起着重要作用，其超越了产品属性等经济或“理性”考虑； （2）CSR对其他无关的消费者判断（例如，新产品的评估）具有溢出或“晕轮效应”。然而，企业社会责任对消费者行为的光环可能不仅限于产品评估，还包括归因于非常规类型的判断。我们研究了在产品危害危机情况下，企业社会责任光环影响消费者归因的可能性。在两项对消费者样本进行先前CSR实验操作的研究中，我们研究了受CSR影响的归因是否会介导产品危害危机对消费者品牌评估的影响。研究1的结果支持该假设。研究2在研究1的结果上引入了边界条件，表明仅对CSR敏感的消费者发现了调解效果。研究结果指出，企业社会责任在消费者行为中的作用比以前概念化的更为复杂。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号