How Customer Support for Corporate Social Responsibility Influences the Image of Companies: Evidence from the Banking Industry

Andrea Pérez and Ignacio Rodríguez del Bosque

Corporate Social Responsibility and Environmental Management, 2015, vol. 22, issue 3, 155-168

Abstract: The authors of this paper carry out two studies to determine whether customer support for corporate social responsibility (CSR support) influences the way customers form their perceptions of CSR practices in the banking industry. Study 1 consists of a cluster analysis which provides information about four customer groups classified according to their support for CSR practices. These groups are labelled as the ‘low support’, ‘social orientation’, ‘individual benefit’, and ‘high support’ clusters. In Study 2, the authors test whether differences exists in the way the four clusters process their CSR perceptions. The results confirm the relevance of motivational attribution when socially oriented and highly involved customers evaluate CSR. Based on this information, the authors provide several recommendations for managers to effectively design and communicate their CSR strategies. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment

Date: 2015
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https://doi.org/10.1002/csr.1331

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Persistent link: https://EconPapers.repec.org/RePEc:wly:corsem:v:22:y:2015:i:3:p:155-168

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