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Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives

机译:企业社会责任,消费者信任度和企业声誉:韩国消费者的观点

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摘要

This study proposes and tests a model of corporate social responsibility (CSR) that specifies relationships among (1) four categories of CSR initiatives as independent variables, (2) three types of consumer trust as mediating variables, and (3) corporate reputation as the dependent variable. Results show that the firm's fulfillment of economic and legal CSR initiatives had a direct positive effect on corporate reputation, whereas neither ethical nor philanthropic CSR initiatives did. In the CSR-trust link, economic performances fostered consumer expertise trust, legal and ethical CSR activities affected integrity trust, and philanthropic CSR activities influenced social benevolence trust in the firm. This study confirms that all three types of trust partially or fully mediate the effect of the four CSR initiatives on corporate reputation. This outcome indicates that CSR activities create and nurture consumers' trust in the company, which will, in turn, bring about consumers' positive or improved perceptions of the firm.
机译:本研究提出并测试了企业社会责任(CSR)模型,该模型指定了(1)四类CSR举措作为自变量,(2)三种类型的消费者信任作为中介变量以及(3)企业声誉作为三者之间的关系。因变量。结果表明,企业履行经济和法律上的企业社会责任倡议对公司声誉具有直接的积极影响,而道德和慈善的企业社会责任倡议都没有。在企业社会责任-信任关系中,经济表现促进了消费者专业知识的信任,法律和道德的企业社会责任活动影响了诚信信任,而慈善企业社会责任活动影响了公司的社会慈善信任。这项研究证实,所有三种类型的信任都部分或完全介导了四个企业社会责任倡议对公司声誉的影响。这一结果表明,企业社会责任活动可以建立和培养消费者对公司的信任,从而使消费者对公司的正面或改善的看法得到改善。

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