Suchergebnisse

Since the first International Corporate Identity Group's symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate abo.

AbstractThe motivations and actions of socially responsible consumers are important for the success of corporate social responsibility (CSR). The issues of responsible consumption or consumer social responsibility (CnSR) nevertheless continues to receive insufficient research attention. To remedy this shortcoming, we built on the value‐belief‐norm theory (VBN) and propose that normative factors induce consumers to enact CnSR in their buying behaviour. Using a survey of 462 consumers, we examined the relationships between values (self‐transcendent and self‐enhancement), an individual's view on the importance of CSR, awareness of negative societal consequences, ascribed responsibility for prosocial behaviour, personal norms, social norms, and CnSR. The findings indicate that CnSR can indeed be comprehensively explained with the variables included in VBN. Moreover, social norms also tend to significantly shape CnSR. The theoretical and practical implications of our results are discussed.