search query: @author Grau, S.L. / total: 2
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| Author: | Pirsch, J. Gupta, S. Grau, S.L. |
| Title: | A framework for understanding corporate social responsibility programs as a continuum: an exploratory study |
| Journal: | Journal of Business Ethics
2007 : JAN II, VOL. 70:2, p. 125-140 |
| Index terms: | corporate responsibility loyalty stakeholders |
| Language: | eng |
| Abstract: | This paper suggests that CSR programs can fall along a continuum between two endpoints: institutionalized programs and promotional programs. The classification is based on an exploratory research investigating the variance of four responses from the consumer stakeholder group toward these two categories of CSR. Institutionalized CSR programs are claimed to be most effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. Promotional CSR programs are argued to be more effective iat generating purchase intent. |
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