The role of corporate social responsibility in strengthening multiple stakeholder relationships A field experiment英文文献.pdfVIP

The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment Sankar Sen Baruch College, City University of New York C. B. Bhattacharya Daniel Korschun Boston University This research relied on afield experiment involving a real- tages over their competitors. Not surprisingly, this is world instance of corporate philanthropy to shed light on reflected in a burgeoning interest among academics and both the scope and limitations of the strategic returns to practitioners in understanding the relationship between a corporate social responsibility (CSR). In particular, the firms reputation, or associations in the minds of its stake- authors demonstrate that the impact of CSR in the real holders, and its success in the marketplace (see Brown world is not only lesspervasive than has beenpreviously et al. 2006 in this issue for an overview). Corporate associ- acknowledged but also more multifaceted than has been ations can be of two basic kinds (Brown and Dacin 1997): previously conceptualized. The findings indicated that corporate ability (CA) and corporate social responsibility contingent on CSR awareness, which was rather low, (CSR). CA refers to a firms capability to produce quality stakeholders did reactpositively to thefocal company not products, while CSR associations are related to the firms only in the consumption domain but in the employment commitment to its societal obligations. This article con- and investment domains as welL Stakeholder attributions tributes to our growing understanding of the potential ben- regarding the genuineness of the companys motives efits of CSR-based corporate associations by examining moderated these effects.