Prerequisites to Increase the Purchase Intent fora Socially Responsible Company –Development of a Scale
Authors: Tutku Eker Iscioglu
Increasing attention has been given in academia to the concept of corporate social responsibility. Also, the number of companies that undertake social responsibility initiatives has been boosting day by day since behaving in a socially responsible manner brings a lot to the companies. Literature provides various benefits of social responsibility and under which situations these benefits could be realized. However, most of these studies focus on one aspect of the consequences of behaving in a socially responsible manner and there is no study that unifies the conditions that a company should fulfill to make customers prefer its brand. This study aims to fill this gap. More specifically, the purpose of this study is to identify the conditions that a socially responsible company should fulfill in order to attract customers. To this end, a scale is developed and its reliability and validity is assessed through the method of Multitrait- Multimethod Matrix.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1085277Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1215
 K. Davis, and R. L. Blomstrom, Business and Society: Environment and Responsibility, 3rd ed., McGraw Hill, New York, 1975.
 K. E. Aupperle, A.B. Carroll and J.D. Hatfield, "An Empirical Examination of the Relationship Between Corporate Socia Responsibility and Profitability," Academy of Management Journal, vol. 28, no. 2, pp. 446-463, 2001.
 H. R. Bowen, Social Responsibilities of the Businessman, Harper & Row, New York, 1953
 I. Maignan, "Consumers- Perceptions of Corporate Social Responsibilities: A Cross Cultural Comparison," Journal of Business Ethics, vol. 30, pp. 57-72, 2001.
 T. Levitt, "The Dangers of Social Responsibility," Harvard Business Review, vol. 36, no. 5, pp. 41-50, 1958
 M. Friedman, "The Social Responsibility of Business is to Increase its Profits," New York Times Magazine, pp. 122-126, September 1970.
 A. B. Carroll, "A Three Dimensional Conceptual Model of Corporate Performance," Academy of Management Review, vol. 4, no. 4, pp. 497- 505, 1979.
 A. B. Carroll, "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders," Business Horizons, pp. 39-48, July/August, 1991.
 M. S. Schwartz, and A. B. Carroll, "Corporate Social Responsibility: A Three-Domain Approach," Business Ethics Quarterly, vol. 13, no. 4, pp. 503-530, 2003.
 A. B. Carroll, Business and Society: Ethics and Stakeholder Management, 2nd ed., Cincinnati: South-Western College Publishing, 1993.
 L. A. Mohr, "Corporate Social Responsibility: Competitive Disadvantage or Advantage?" In Proceedings of the 1996 Marketing and Public Policy Conference, edited by Ronald Paul Hill and Charles Ray Taylor, Chicago: American Marketing Association, pp. 48-49, 1996.
 Jr. Petkus, Ed, and R. B. Woodruff, "A Model of the Socially Responsible Decision-Making Process in Marketing: Linking Decision Makers and Stakeholders," In Proceedings of the Winter 1992 American Marketing Association, edited by Chris T. Allen et al., Chicago, American Marketing Association, pp. 154-161, 1992.
 R. W. J. Endacott, "Consumers and CRM: A National and Global Perspective," Journal of Consumer Marketing, vol. 21, no. 3, pp. 183- 189, 2004
 S. Sen, and C. B. Bhattacharya, "Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility," Journal of Marketing Research, vol. 38, pp. 225-243, May 2001.
 D. T. McAlister, and L. Ferrell, "The Role of Strategic Philanthropy in Marketing Strategy," European Journal of Marketing, vol. 36, no. 5/6, pp. 689-705, 2002.
 M. Wulfson, "The Ethics of Corporate Social Responsibility and Philanthropic Ventures," Journal of Business Ethics, vol. 29, pp.135- 145, 2001.
 C. Cone (2002). Best Practices: The Evolution of Cause Branding, Holmes Report, (Online), Available: http://www.holmesreport.com
 L. A. Mohr, and D. J. Webb, "The Effects of Corporate Social Responsibility and Price on Consumer Responses," The Journal of Consumer Affairs, vol. 39, no. 1, pp. 121-147, 2005.
 T. J. Brown, and P. A. Dacin, "The Company and the Product: Corporate Associations and Consumer Product Responses," Journal of Marketing, vol. 61, 68-84, 1997.
 L. A. Mohr, D. J. Webb, and K. E. Harris, "Do Consumers Expect Companies to Be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior," The Journal of Consumer Affairs, vol. 35, no.1, 45-72, 2001.
 C. B. Bhattacharya, and S. Sen, "Consumer-Company Identification: A Framework for Understanding Consumers- Relationships with Companies," Journal of Marketing, vol. 67, pp. 76-88, April 2003.
 J. K. Ross, L. Patterson, and M. A. Stutts, "Consumer Perceptions of Organizations That Use Cause-Related Marketing," Journal of the Academy of Marketing Science, vol. 20, no.1, pp. 93-97, 1992.
 E. Creyer, and W. T. Ross, "The Influence of Firm Behavior ob Purchase Intention: Do Consumers Really Care about Business Ethics?" Journal of Consumer Marketing, vol. 14, no. 6, pp. 421-32, 1997.
 M. K. M. Isa, "Applying the Triple Bottom Line Approach," Business Times, May 12, 2003.
 Cone Communications Press Release, Boston, MA, , March 8, 1999.
 P. S. Ellen, L. A. Mohr, and D. J. Webb, "Charitable Programs and the Retailer: Do They Mix?" Journal of Retailing, vol. 76, no. 3, pp. 393- 406, 2000.
 D. L. Morgan, Focus Groups as Qualitative Research Methods, Sage Publications, US, 1988.
 R. Bernard, Research Methods in Cultural Anthropology, Newbury Park, CA: Sage Publications, 1988.
 J. C. Nunnally, Psychometric Theory, McGraw-Hill Book Company, New York, 1978.
 J. P. Peter, Reliability: A Review of Psychometric Basics and Recent Marketing Practices, Journal of Marketing Research, vol. 16, pp. 6-17, February 1979.
 W. M. K. Trochim (2002). Measurement Validity Types, (Online), Available: http://www.socialresearchmethods.net/kb/measval.htm
 T. Campell, and D. W. Fiske, "Convergent and Discriminant Validation by Multitrait - Multimethod Matrix," Psychological Bulletin, vol. 56, no. 2, pp. 81-105, 1959.
 J. P. Peter, "Reliability: A Review of Psychometric Basics and recent Marketing Practices," Journal of Marketing Research, vol. 16, pp. 6-17, February 1979.