دانلود رایگان مقاله انگیزه CSR و رفتار نقش بزرگ مشتری: تعدیل هویت سازمانی اخلاقی

abstract

This study investigates the relationship between corporate social responsibility (CSR) motives and customer extra-role behavior in an emerging market context. It examines the moderating role of ethical corporate identity on this relationship in two replicated scenario-based experiments in two different contexts (i.e. high CSR fit vs. low CSR fit). Both studies assess whether the attributions of consumers about a firm's CSR motivation (i.e. firm-serving vs. public serving) change their extra-role behavior (e.g. making suggestions related to product or service improvement, taking part in company surveys and activities, defending companies against negative reactions, making recommendations to others) toward that company if it expresses its ethical identity. Study I takes place in a company-locus/CSR initiative high-fit context; and Study II replicates it in a company-locus/ CSR initiative low-fit context. The results demonstrate that regardless of the CSR fit contexts, CSR activities improve customer extra-role behavior with-in the firm-serving motivation condition when a company is known for its ethical stance before CSR activities. However, they are ineffective when a company's ethical visibility is implicit even in the public-serving motivation situation. These outcomes indicate that expressing a company's ethical standing prior to CSR activities would be a beneficial strategy for companies in emerging markets.

5. Discussion and conclusion

The aim of this study is to explore the relationship between CSR motives and customer extra-role behavior in an emerging market context by examining the moderating role of ethical corporate identity. By measuring consumer responses to firms engaged in CSR, this study finds that consumers show relatively high extra-role behavior toward companies that express their ethical corporate identity. The results also indicate that the positive effect of ethical corporate identity on consumer response is present under different CSR fit contexts (high vs. low fit).