TY - CHAP
T1 - Does Authenticity Matter in Corporate Social Responsibility Acts?
AU - Alhouti, Sarah
AU - Johnson, Catherine M.
AU - Holloway, Betsy Bugg
N1 - Publisher Copyright:
© 2016, Academy of Marketing Science.
PY - 2016
Y1 - 2016
N2 - The study examines the role of authenticity in corporate social responsibility (CSR) acts through a qualitative and quantitative study. Three hundred and ninety qualitative commentaries are content analyzed to determine antecedents to CSR authenticity. The study finds that impact, perceived motive, reparation, and fit are vital in creating the perception of authentic CSR acts. Impact refers to the amount of resources allocated to assisting a cause and the company’s impact on a cause. Perceived motive is the reason why CSR acts are being implemented. Reparation refers to the degree to which a CSR initiative is perceived to be an attempt to compensate for a misdeed. Fit is defined as the CSR initiatives alignment with the firm’s offering, brand concept, or target market needs. The quantitative study proves that CSR authenticity mediates the influence on consumer outcome. The structural equation model also shows a significant effect of impact, reparation, and fit on CSR authenticity.
AB - The study examines the role of authenticity in corporate social responsibility (CSR) acts through a qualitative and quantitative study. Three hundred and ninety qualitative commentaries are content analyzed to determine antecedents to CSR authenticity. The study finds that impact, perceived motive, reparation, and fit are vital in creating the perception of authentic CSR acts. Impact refers to the amount of resources allocated to assisting a cause and the company’s impact on a cause. Perceived motive is the reason why CSR acts are being implemented. Reparation refers to the degree to which a CSR initiative is perceived to be an attempt to compensate for a misdeed. Fit is defined as the CSR initiatives alignment with the firm’s offering, brand concept, or target market needs. The quantitative study proves that CSR authenticity mediates the influence on consumer outcome. The structural equation model also shows a significant effect of impact, reparation, and fit on CSR authenticity.
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U2 - 10.1007/978-3-319-29877-1_78
DO - 10.1007/978-3-319-29877-1_78
M3 - Chapter
AN - SCOPUS:85065224763
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 399
BT - Developments in Marketing Science
PB - Springer Nature
ER -