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Journal Article (Refereed)
January 2014

Corporate Citizenship and its Impact upon Consumer Moralization, Decision-making and Choice

McEachern, M 2014, 'Corporate Citizenship and its Impact upon Consumer Moralization, Decision-making and Choice', Journal of Marketing Management, 31(3-4), pp.430-452.

Abstract

 

Businesses are increasingly embracing corporate citizenship strategies. However, the empirical literature surrounding consumer responses to such practices features many contradictions concerning their impact. As a result, many businesses are uncertain about the extent to which they should commit resources to these activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assessing their moral responses to such efforts. Using a combination of qualitative methods and projective techniques with a broad cross-section of 20 consumers, the results help to shed light on the impact of corporate citizenship activities upon moral recognition, consumer decision-making and choice.

Publication Details

Journal Name
Journal of Marketing Management

Volume
31(3-4)

Pagination
430-452.