The Determinants of CSR Images: Examining the Interaction of the Valence and Type of CSR Initiatives
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چکیده
The objective of this study is to investigate the determinants of consumer corporate social responsibility image (CSR image). Specifically, we examined the interaction of valence and type of CSR initiatives on CSR images. A 2×3 between-subject experiment study confirms the interaction effect. The results indicate, for altruistic type of CSR, valence has a quadratic form of influence on CSR image. While positive initiatives can enhance CSR image greatly, negative initiatives do not seriously impair CSR images. On the other hand, for both normative and balancing needs types of CSR, the valence of CSR initiatives has linear forms of influence on CSR images.
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