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Do consumers really care about corporate responsibility Highlighting the attitudebehaviour gap

Do consumers really care about corporate responsibility Highlighting the attitudebehaviour gap According to the press at the turn of the year 19992000, a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how companies behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial payoff is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation, and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation in influencing positive consumer purchase behaviour. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Do consumers really care about corporate responsibility Highlighting the attitudebehaviour gap

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1363-254X
DOI
10.1108/eb023532
Publisher site
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Abstract

According to the press at the turn of the year 19992000, a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how companies behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial payoff is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation, and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation in influencing positive consumer purchase behaviour.

Journal

Journal of Communication Management – Emerald Publishing

Published: Apr 1, 2000

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