企業(yè)社會責(zé)任從一個消費者的角度看問題【外文翻譯】

1、外文翻譯CpateSocialResponsibility:AConsumerPerspectiveMaterialSource:AdvancesinConsumerResearch?2004Auth:JillG.KleinCpateSocialResponsibility(CSR)hasemergedinrecentyearsasbothanimptantacademicconstructapressingcpateagendaite

2、m.FirmshavebeenfoundtoengageinsociallyResponsiblebehavisnotonlytofulfillexternalobligationssuchasregulatycompliancestakeholderdemsbutalsoduetoenlightenedselfinterestconsiderationssuchasincreasedcompetitivenessimprovedsto

3、ckmarketperfmancee.g.Drumwright1994Waddock1996Smith2000).GrowinginterestinCSRhassparkednewresearchwithinmarketingontheeffectsofCSRonconsumers(e.g.BrownDacin1997Sen.Bhattaya2001).Inthissessionwepresentthreepapersthataddre

4、ssakeyissuerelatedtothetopicofCSR:theimpactofafirm’sCSRactivitiesonconsumerjudgmentsoftheproductsbrsofthefirm.TheresearchpresentedheregoesbeyondthefewinitialstudieswithinmarketingonCSRbytryingtoundersttheconditionsunderw

5、hichproductjudgmentsareaffectedbyCSRperceptions.ThefirstpaperbyCBBhattayaShankarSen.recognizesthatourcurrentmeasurementsoftheeffectsofCSRareunderdeveloped.Theypresentaframewkfmeasuringtheeffectivenessofafirm’ssocialiniti

6、atives.Indoingsotheyconceptuallydistinguishingsocialinitiativesfromthetraditionalmarketingmix(e.g.bradvertising).FurthertheyfocusonthepotentiallymultifacetedimpactoftheCSRactivities:beyondthe“primary”impactonthebrcompany

7、tothe“secondary”outcomesrelatedtopartnerganizations(e.g.Nonprofits)aswellasthecauseissuepromotedbythecompany.Afirm’seconomicbenefitsfromCSRhavebeendocumentedinthelinktoconsumers’positiveproductbrevaluationsbrchoicebrreco

8、mmendations(BrownDacin1997Drumwright1994HymanArnold1999Sen.Bhattaya2001).YetexistingresearchhasusuallyfoundCSReffectsonproductjudgmentstobeweakindirect(BrownDacin1997Sen.Bhattaya2001).Oursessionincludestwopapersthatexami

9、nefactsthatoutcomessuchasfinancialperfmanceindicesreputation(e.g.Davenpt2000SimpsonKohers2002).WhatislackinghoweverinboththeypracticearecustomerdrivenmeasuresofCSReffectiveness(theConeRoperstudiesbeingthesoleexception).S

10、incemarketfcesdrivemuchofthemomentumbehindCSRinitiativestakingameaningfulaccuratereadofcustomers’reactionstofirms’CRSinitiativesisfromamanagementperspectiveessential.Inthispaperweadoptacustomercentricviewtoproposeaframew

11、kfmeasuringtheeffectivenessofafirm’ssocialinitiatives.Indoingsowestartbyconceptuallydistinguishingsocialinitiativesfromthetraditionalmarketingmix(e.g.bradvertising).Wecontendunlikepriresearch(e.g.Frankental2001)thatakeyd

12、istinctionbetweenmarketingmixattributesCSRinitiativesliesinthepotentiallymultifacetedimpactofthelatter:beyondthe“primary”impactonthebrcompany(thesphereofmarketingmixmeasurement)CSRinitiativescanalsoinfluence“secondary”ou

13、tcomesrelatedtopartnerganizations(e.g.nonprofits)aswellasthecauseissuepromotedbythecompany.FexamplethecrosssectpartnershipbetweenHomeDepotHabitatfHumanitymaynotonlyinfluencecustomers’perceptionsbehavistowardsHomeDepotits

14、productsbutalsoinfluencedonationvolunteeringbehavitowardsHabitataswellasattitudestowardshousingftheunderprivileged.MeoverthesesecondaryoutcomesofCSRareintegralbutthusfarunconsideredcomponentsofCSReffectiveness.Inlightoft

15、heextantemphasisontheprimaryoutcomes(albeitindifferentcontexts)inthemarketingliteraturewewillpayparticularattentiontothesecondaryoutcomes.OurframewkbasedonpriresearchfocusgroupswillrelatedifferenttypesofCSRinitiatives(e.

16、g.thoseinternaltothefirmvs.thoseexternaltothefirm)toexpectedoutcomesproposebothattitudinalbehavialmeasuresfassessingtheeffectivenessofCSRinitiatives.Weshallconcludewithanempiricalexamplethatillustratestheutilizationofthe

17、measuresinpractice.“TheEffectsofCpateSocialResponsibility(CSR)onThisresearchinvestigatestheeffectsofCpateSocialResponsibility(CSR)onconsumers’productqualityevaluations.WhilemanystudiesintheCSRareashowpositiveeffectsofCSR

18、activitiesonconsumers’companyevaluationspurchaseintentionsitisnotclearwhenhowCSRactivitiesinfluenceproductqualityevaluations.AmongafewstudiesthatinvestigatetheeffectofCSRonproductqualityevaluationsBrownDacin1997suggestth