Consumer reactions to corporate social responsibility: The role of CSR domains

By Sara Baskentli, Sankar Sen, Shuili Du, C. Bhattacharya. Journal of business research, 2019

170 citations recorded by the source corpus.

Abstract Based on the central premise that corporate social responsibility (CSR) actions are inherently moral acts, we draw upon moral foundations theory to investigate the extent to which consumers' moral foundations affect their pro-company behaviors based on CSR domains. In two studies, our results reveal that when consumers' moral foundations are congruent with CSR domains, positive pro-company behaviors increase. Moreover, this congruency effect is observed only in positive CSR actions but not in CSR lapses. Lastly, we introduce consumer-company identification as the underlying process driving the consumer-domain congruence effect on pro-company reactions. Theoretical contributions and practical implications for marketers are discussed.

Subfields: Cognitive Neuroscience, Information Systems and Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/ca2a9b68bfa8d1f4a879c143dc23d9e0b2087ef3

How researchers see this paper

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In Information Systems and Management

1. Amer Saeed
2. R. Rather

In Strategy and Management

1. Amer Saeed
2. Imran Sadiq
3. Umair Saeed
4. Muhammad Khalid Iqbal
5. Naveed Ahmad Faraz
6. Ali Raza

Citations in the corpus

• Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism (2020, background): “with their rivals through different marketing strategies [3], accentuating the fact that incorporating Corporate Social Responsibility (CSR) is an efficient way to sustain the business.”