Corporate Social Responsibility And Csr

8791 Words Jan 30th, 2016 36 Pages
Corporate social responsibility (CSR) draws more and more attentions from stakeholders, especially in the rapidly growing Chinese market. Most of the previous study regarding CSR and customer related outcomes are based on the social exchange theory, while the potential effect of customer company identification (C-C identification) has been ignored. Recently, the important effect of C-C identification on CSR has been conceptually and empirically validated by some studies. The study incorporates the C-C identification, trust, satisfaction as mediator between CSR and customers’ purchase intention, expanding previous studies by combining the social identity perspective with social exchange theory.

A model was constructed based on the current studies in the fields of CSR, trust, satisfaction, C-C identification and customer’s purchase intention. A survey questionnaire was used to measure customer’s perception of Monmilk, one of the most famous dairy manufacturers in China. Most of the hypotheses were confirmed. Finally, implications and limitations were discussed.
1. Introduction

Corporate social responsibility (hereafter CSR), reflecting the organization’s status and activities related to its social duties that has positive effect on customer commitment to firm, draws more and more attentions from stakeholders (Arikan and Güner, 2013). The phenomenon that, according to China charitable donation annual report 2012 and 2013, China received 45% more corporate charitable…
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