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Full-Text Articles in Business
Beyond Warm Glow: The Risk-Mitigating Effect Of Corporate Social Responsibility (Csr), Abhi Bhattacharya, Valerie Good, Hanieh Sardashti, John Peloza
Beyond Warm Glow: The Risk-Mitigating Effect Of Corporate Social Responsibility (Csr), Abhi Bhattacharya, Valerie Good, Hanieh Sardashti, John Peloza
Peer Reviewed Articles
Corporate social responsibility (CSR) positively impacts relationships between firms and customers. Previous research construes this as an outcome of customers’ warm glow that results from supporting firms’ benevolence. The current research demonstrates that beyond warm glow, CSR positively impacts firms’ sales through mitigating their customers’ perceptions of purchase risk. We demonstrate this effect across three conditions in which customers’ perceived risk of purchase is heightened, using both secondary data and two lab experiments. Under conditions of greater purchase risk (i.e., recessions, a service context, and longer-term consumer commitments), CSR positively impacts both sales and customer purchase intentions to a greater …
How Co-Creation Increases Employee Corporate Social Responsibility And Organizational Engagement: The Moderating Role Of Self-Construal, Bonnie Simpson, Jennifer Robertson, Katherine White
How Co-Creation Increases Employee Corporate Social Responsibility And Organizational Engagement: The Moderating Role Of Self-Construal, Bonnie Simpson, Jennifer Robertson, Katherine White
Management and Organizational Studies Publications
This research merges literature from organizational behavior and marketing to garner insight into how organizations can maximize the benefits of Corporate Social Responsibility (CSR) for enhanced CSR and organizational engagement of employees. Across two field experiments, the authors demonstrate that the effectiveness of employee co-creation activities in increasing employees’ positive CSR perceptions is moderated by self-construal (i.e., whether an individual views the self as relatively independent from or interdependent with others). In particular, the positive effect of co-creation on CSR perceptions emerges only for employees with a salient interdependent self-construal (either measured as an individual difference or experimentally manipulated). Moreover, …