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

McEachern, Morven G. (2015) Corporate citizenship and its impact upon consumer moralisation, decision-making and choice. Journal of Marketing Management, 31 (3-4). pp. 430-452. ISSN 0267-257X

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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.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Schools: Huddersfield Business School
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Depositing User: Sharon Beastall
Date Deposited: 12 Sep 2017 11:45
Last Modified: 14 Sep 2017 04:44
URI: http://eprints.hud.ac.uk/id/eprint/33267

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