A Context Dependent Nature Effects on Choices of Corporate Social Responsibilities and  Consumer Behaviors

Yuan-Shuh Lii; May-Ching Ding; Ting Hua Chiang

doi:10.9734/ajeba/2022/v22i2130688

Research Article Open access CC BY 4.0

A Context Dependent Nature Effects on Choices of Corporate Social Responsibilities and Consumer Behaviors

Yuan-Shuh Lii, May-Ching Ding, Ting Hua Chiang

Asian Journal of Economics, Business and Accounting · pp. 53–59 · Published 23 Jul 2022

10.9734/ajeba/2022/v22i2130688

Abstract

Given that how consumers perceive a corporate social responsibility (CSR) marketing strategy will influence their responses, this study hence enriches the knowledge about CSR marketing strategy by proposing the relative effectiveness of philanthropic marketing, sponsorship-linked marketing, and purchase-triggered donation on consumer attitudes and behavioral responses. This research also proposes the highly context-dependent nature of CSR marketing strategy that may help explain such relative influences, including perceived severity and vulnerability of the CSR issue, contribution type, and type of CSR issue. Literature reviews linked with theories lead to propositions. In doing so not only is such research important in terms of filling literature gaps to the existing literature of CSR, but also for providing directions to practitioners when considering CSR as a marketing strategy, when a chosen CSR marketing strategy may ultimately shape images of the company.

Corporate social responsibility philanthropic marketing sponsorship-linked marketing purchased-triggered donation corporate social responsibility image consumer identification electronic word-of-mouth

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Yuan-Shuh Lii, May-Ching Ding, Ting Hua Chiang (2022). A Context Dependent Nature Effects on Choices of Corporate Social Responsibilities and Consumer Behaviors. Asian Journal of Economics, Business and Accounting , 53–59. https://doi.org/10.9734/ajeba/2022/v22i2130688

Affiliations

Yuan-Shuh Lii — Department of Marketing, College of Business, Feng Chia University, Taiwan.
May-Ching Ding — Department of Marketing, College of Business, Feng Chia University, Taiwan.
Ting Hua Chiang — College of Business, Feng Chia University, Taiwan.

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