The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective
- 1.9k Downloads
Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online survey in Australia show perceived familiarity with a company’s CV programme to positively impact CSR image and firm image, partially mediated by others-centred attributions. CSR image, in turn, strengthens affective and cognitive loyalty as well as word-of-mouth. Further analysis reveals the moderating effect of perceived leveraging of the corporate volunteering programme, customer status and the value individuals place on CSR. The paper concludes with theoretical and managerial implications, as well as an agenda for future research.
KeywordsCorporate volunteering CSR image Consumer Attribution Loyalty Word-of-mouth
Average variance extracted
Corporate social responsibility
The authors express their sincere gratitude for the support of this research by the Commonwealth Government as part of the ARC Linkage Grant Scheme as well as our industry partner.
- Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7–23.CrossRefGoogle Scholar
- Bhattacharya, C., Sen, S., & Korschun, D. (2008). Using corporate social responsibility to win the war for talent. MIT Sloan Management Review, 49(2), 37–44.Google Scholar
- Bronn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20(2), 207–223.Google Scholar
- Byrne, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications and programming. Mahwah, NJ: Erlbaum.Google Scholar
- Caudron, S. (1994). Volunteer efforts offer low-cost training options. Personnel Journal, 73, 38–44.Google Scholar
- Cavallaro, L. (2006). Corporate volunteering survey: The extent and nature of corporate volunteering programs in Australia. Australian Journal of Volunteering, 11(1), 65–69.Google Scholar
- Chaisuravirat, D. (2009). The effect of corporate social responsibility: Exploring the relationship among CSR, attitude toward the brand, purchase intention, and persuasion knowledge. Unpublished masters dissertation, University of South Florida, Tampa, FL.Google Scholar
- Coalition Quebecoise Pour le Controle du Tabac. (2003). Tobacco industry donations: How taking money from the tobacco industry helps sell more cigarettes, and cost more lived. http://www.cqct.qc.ca/Documents_docs/DOCU_2003/DOCU_03_05_00_DonsENG.PDF.
- European Commission. (2001). Corporate social responsibility. http://ec.europa.eu/enterprise/policies/sustainable-business/corporate-social-responsibility/index_en.htm.
- Freeman, R. E. (1984). Strategic management: A stakeholder approach. Massachusetts: Pitman Publishing.Google Scholar
- Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: The Guilford Press.Google Scholar
- Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. Hoboken, NJ: Wiley.Google Scholar
- McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117–127.Google Scholar
- Mitchell, R. K., Agle, B., & Wood, D. (1997). Toward a stakeholder identification and salience: defining the principle of who and what really counts. Academy of Management Review, 22(4), 853–886.Google Scholar
- Mohr, J., & Nevin, J. R. (1990). Communication strategies in marketing channels: a theoretical perspective. Journal of Marketing, 54(4), 36–51.Google Scholar
- Öberseder, M., Schlegelmilch, B. B. & Murphy, P. E. (2013). CSR practices and consumer perceptions. Journal of Business Research, http://dx.doi.org/10.1016/j.jbusres.2013.02.005.
- Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.Google Scholar
- Page, C., & Meyer, D. (2000). Applied research design for business and management. Sydney: McGraw-Hill.Google Scholar
- Porter, M., & Kramer, M. (2002). The competitive advantage of corporate philanthropy. Harvard Business Review, 80(12), 56–68.Google Scholar
- Prasad, A. & Holzinger, I. (2013). Seeing through smoke and mirrors: A critical analysis of marketing CSR. Journal of Business Research http://dx.doi.org/10.1016/j.jbusres.2013.02.013.
- Riesch, L. (2006). Communicating CSR to consumers: An empirical study. In M. Morsing & S. C. Berkman (Eds.), Strategic CSR communication (1st ed., pp. 185–211).Google Scholar
- Rowe, K. (2002). The measurement of latent and composite variables from multiple items or indicators: Applications in performance indicator systems. In Proceedings of the Royal Melbourne Institute of Technology Seminar Series, Melbourne.Google Scholar
- Skarmeas, D. & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR scepticism. Journal of Business Research, http://dx.doi.org/10.1016/j.jbusres.2013.02.004.
- Venkatraman, N. (1989). The concept of fit in strategy research: Toward verbal and statistical correspondence. Academy of Management Review, 14(3), 423–444.Google Scholar
- Volunteering Australia. (2011). Corporate volunteering definition. Department of Family and Community Services, Canberra. http://www.volunteeringaustralia.org/Best-Practice/-Corporate-Volunteering/About-corporate-volunteering.asp.
- Walker, M., & Kent, A. (2009). Do fans care? Assessing the influence of corporate social responsibility on consumer attitudes in the sport industry. Journal of Sport Management, 43(6), 743–769.Google Scholar
- Wild, C. (1993). Corporate volunteer programs: Benefits to business. New York: Conference Board.Google Scholar
- Zikmund, W. G. (2003). Business research methods. Mason, OH: Thomson South-Western.Google Scholar