文章基本信息

标题：How customers construct corporate social responsibility images: Testing the moderating role of demographic characteristics
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作者：Andrea Pérez ; Andrea Pérez ; Ignacio Rodríguez del Bosque 等
期刊名称：BRQ Business Research Quarterly
印刷版ISSN：2340-9436
出版年度：2015
卷号：18
期号：2
页码：127-141
DOI：10.1016/j.brq.2014.04.003
语种：English
出版社：Elsevier
摘要：SummaryThis paper discusses the formation process of CSR images from a customer perspective. It analyses the influence of company-CSR coherence, motivational attribution and corporate credibility in the way customers evaluate CSR images in the banking industry. It also describes the impact of customer gender, age and educational level on the formation of CSR images. Results show that CSR images are based on customer perceptions of the company-CSR coherence, the attribution of altruistic motivations and corporate credibility when developing CSR initiatives. The findings also demonstrate that gender, age and educational level do not allow identifying differences in the way customers construct CSR images. Thus, they are not useful in segmenting customers for the design of better CSR and communication strategies.
关键词：CSR image;Gender;Age;Educational level;Segmentation