The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

Carolin Plewa; Jodie Conduit; Pascale G. Quester; Claire Johnson

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The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

机译：消费者视角的企业志愿服务对企业社会责任形象的影响

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摘要

Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online survey in Australia show perceived familiarity with a company's CV programme to positively impact CSR image and firm image, partially mediated by others-centred attributions. CSR image, in turn, strengthens affective and cognitive loyalty as well as word-of-mouth. Further analysis reveals the moderating effect of perceived leveraging of the corporate volunteering programme, customer status and the value individuals place on CSR. The paper concludes with theoretical and managerial implications, as well as an agenda for future research.

机译：公司志愿服务（CV）是一种有效的员工敬业度举措。然而，尽管在学术界和实践中突出了企业社会责任（CSR），但尚未进行研究来调查CV是否以及如何影响消费者对CSR形象和随后的消费者行为的看法。通过在澳大利亚进行的在线调查收集的数据表明，人们对公司的CV计划的熟悉程度对公司的CSR形象和公司形象产生了积极影响，其中一部分是由他人为中心的归因。反过来，CSR形象可以增强情感和认知忠诚度以及口碑。进一步的分析揭示了企业志愿服务计划，客户地位和个人对企业社会责任的重视程度的调节作用。本文以理论和管理意义以及未来研究议程作为结尾。

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来源
《Journal of Business Ethics》 |2015年第3期|643-659|共17页
作者
Carolin Plewa; Jodie Conduit; Pascale G. Quester; Claire Johnson;
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作者单位

Business School, The University of Adelaide, Adelaide, SA 5005, Australia;

Business School, The University of Adelaide, Adelaide, SA 5005, Australia;

Business School, The University of Adelaide, Adelaide, SA 5005, Australia;

Business School, The University of Adelaide, Adelaide, SA 5005, Australia;

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正文语种 eng
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关键词
Corporate volunteering; CSR image; Consumer; Attribution; Loyalty; Word-of-mouth;

机译：企业志愿服务;CSR图片;消费者;归因;忠诚;口碑;

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6. Impact of consumer power on consumers’ reactions to corporate transgression [O] . Takaaki Hashimoto, Kaori Karasawa 2012

机译：消费者力量对消费者对公司违规行为的反应的影响
7. The impact of corporate volunteering on CSR image: a consumer perspective [O] . Plewa C., Conduit J., Quester P., 2015

机译：企业志愿服务对企业社会责任形象的影响：消费者视角

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

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