Corporate citizenship and its impact upon consumer moralisation, decision-making and choice

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

Businesses are increasingly embracing corporate citizenship strategies. However, the empirical literature surrounding consumer responses to such practices features many contradictions concerning their impact. As a result, many businesses are uncertain about the extent to which they should commit resources to these activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assessing their moral responses to such efforts. Using a combination of qualitative methods and projective techniques with a broad cross-section of 20 consumers, the results help to shed light on the impact of corporate citizenship activities upon moral recognition, consumer decision-making and choice
LanguageEnglish
Pages430-452
Number of pages23
JournalJournal of Marketing Management
Volume31
Issue number3-4
Early online date7 Nov 2014
DOIs
Publication statusPublished - 12 Feb 2015
Externally publishedYes

Fingerprint

Corporate citizenship
Consumer decision making
Cross section
Consumer response
Resources
Qualitative methods
Consumer awareness

Cite this

@article{d89652e3d15848c880c5de2a0c4ef4f9,
title = "Corporate citizenship and its impact upon consumer moralisation, decision-making and choice",
abstract = "Businesses are increasingly embracing corporate citizenship strategies. However, the empirical literature surrounding consumer responses to such practices features many contradictions concerning their impact. As a result, many businesses are uncertain about the extent to which they should commit resources to these activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assessing their moral responses to such efforts. Using a combination of qualitative methods and projective techniques with a broad cross-section of 20 consumers, the results help to shed light on the impact of corporate citizenship activities upon moral recognition, consumer decision-making and choice",
keywords = "corporate citizenship, consumer moral recognition, consumer choice, fairtrade chocolate, moralisation, projective techniques",
author = "Mceachern, {Morven G.}",
year = "2015",
month = "2",
day = "12",
doi = "10.1080/0267257X.2014.974658",
language = "English",
volume = "31",
pages = "430--452",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor & Francis",
number = "3-4",

}

Corporate citizenship and its impact upon consumer moralisation, decision-making and choice. / Mceachern, Morven G.

In: Journal of Marketing Management, Vol. 31, No. 3-4, 12.02.2015, p. 430-452.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Corporate citizenship and its impact upon consumer moralisation, decision-making and choice

AU - Mceachern, Morven G.

PY - 2015/2/12

Y1 - 2015/2/12

N2 - Businesses are increasingly embracing corporate citizenship strategies. However, the empirical literature surrounding consumer responses to such practices features many contradictions concerning their impact. As a result, many businesses are uncertain about the extent to which they should commit resources to these activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assessing their moral responses to such efforts. Using a combination of qualitative methods and projective techniques with a broad cross-section of 20 consumers, the results help to shed light on the impact of corporate citizenship activities upon moral recognition, consumer decision-making and choice

AB - Businesses are increasingly embracing corporate citizenship strategies. However, the empirical literature surrounding consumer responses to such practices features many contradictions concerning their impact. As a result, many businesses are uncertain about the extent to which they should commit resources to these activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assessing their moral responses to such efforts. Using a combination of qualitative methods and projective techniques with a broad cross-section of 20 consumers, the results help to shed light on the impact of corporate citizenship activities upon moral recognition, consumer decision-making and choice

KW - corporate citizenship

KW - consumer moral recognition

KW - consumer choice

KW - fairtrade chocolate

KW - moralisation

KW - projective techniques

U2 - 10.1080/0267257X.2014.974658

DO - 10.1080/0267257X.2014.974658

M3 - Article

VL - 31

SP - 430

EP - 452

JO - Journal of Marketing Management

T2 - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 3-4

ER -