Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Sen and Bhattacharya examine when, how and for whom specific corporate social responsibility initiatives work for consumers. Company-specific factors, such as the issues a company chooses and its product quality, and individual-specific factors, such as consumers' support for the issues and their general beliefs about corporate social responsibility, moderate consumer responses. Consumers' perceptions of congruence between their own characters and the company's play a mediating role.
Sen and Bhattacharya examine when, how and for whom specific corporate social responsibility initiatives work for consumers. Company-specific factors, such as the issues a company chooses and its product quality, and individual-specific factors, such as consumers' support for the issues and their general beliefs about corporate social responsibility, moderate consumer responses. Consumers' perceptions of congruence between their own characters and the company's play a mediating role.
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Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243. doi:10.1509/jmkr.38.2.225.18838.