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  • Value orientations and consumer expectations of corporate social responsibility
    Golob, Urša, 1977- ; Lah, Marko ; Jančič, Zlatko
    This paper explores how personal and situational factors impact consumer expectations of Corporate Social Responsibility (CSR). Consumer expectations are known to motivate marketers to incorporate ... social considerations into their marketing practices and to communicate about those actions. A study was conducted in order to examine the effect of values and issue involvement on consumer CSR expectations, categorised as economic, legal, ethical, and philanthropic. The study's findings demonstrated that consumers generally have high expectations of CSR, especially in the legal and ethical-philanthropic domains. Expectations for the ethical-philanthropic dimension of CSR are higher amongst consumers holding high self-transcendent values and practicing high involvement. The main implications of the study are the potential for positioning companies as socially responsible and incorporating CSR in strategic marketing and communications decisions.
    Vir: Journal of marketing communications. - ISSN 1352-7266 (Vol. 14, no. 2, Apr. 2008, str. 83-96)
    Vrsta gradiva - članek, sestavni del
    Leto - 2008
    Jezik - angleški
    COBISS.SI-ID - 27161181

vir: Journal of marketing communications. - ISSN 1352-7266 (Vol. 14, no. 2, Apr. 2008, str. 83-96)

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