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Consumers' Perceptions of Corporate Social Responsibility: Scale Development and Validation

Öberseder, Magdalena and Schlegelmilch, Bodo B. and Murphy, Patrick E. and Gruber, Verena (2014) Consumers' Perceptions of Corporate Social Responsibility: Scale Development and Validation. Journal of Business Ethics, 124 (1). pp. 101-115. ISSN 1573-0697

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Abstract

Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. Despite such corporate efforts and an expanding literature exploring consumers' response to CSR, it remains unclear how consumers perceive CSR and which "Gestalt" consumers have in mind when considering CSR. Academics and managers lack a tool for measuring consumers' perceptions of CSR (CPCSR). This research explores CPCSR and develops a measurement model. Based on qualitative data from interviews with managers and consumers, the authors develop a conceptualization of CPCSR. Subsequently, model testing and validating occurs on three large quantitative data sets. The conceptualization and the measurement scale can assist companies to assess CPCSR relative to their performance. They also enable managers in identifying shortcomings in CSR engagement and/or communication. Finally, the paper discusses implications for marketing practice and future research.

Item Type: Article
Additional Information: The original publication is available at http://link.springer.com/. To see the final version of this paper please visit the publisher's website. Access to the published version requires a subscription.
Keywords: Corporate social responsibility / Scale development / Consumer perceptions of CSR / Gestalt of CSR / CSR measurement tools / CSR policies / CSR programs
Divisions: Departments > Marketing > Internationales Marketing Management > Schlegelmilch
Version of the Document: Accepted for Publication
Variance from Published Version: Major
Depositing User: ePub Administrator
Date Deposited: 26 Nov 2013 11:54
Last Modified: 22 Sep 2017 14:09
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/63598/
URI: http://epub.wu.ac.at/id/eprint/4026

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