【摘 要】
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This study shows that CSR image (i.e.,consumer judgments on the moral aspect of the company),can spill over to product attributes evaluations,including “product innovativeness” and “product social res
【机 构】
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North Central College,30 N. Brainard Street,Naperville,Illinois,60540
论文部分内容阅读
This study shows that CSR image (i.e.,consumer judgments on the moral aspect of the company),can spill over to product attributes evaluations,including “product innovativeness” and “product social responsibility”,which,in turn,translates to purchase willingness.We explicitly show that this direct effect of the CSR image on perceived product innovativeness is only restricted to “Value-creating CSR”,and not to the conventional CSR.It confirms our theorization that firms have the potential to improve their corporate brand and in turn their product evaluations by putting a stronger emphasis on the social responsibility components of their image,and placing this at the core of their strategic agenda.
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