Development And Validation Of A Measurement Scale For Customers’ Perceptions Of Corporate Social Responsibility
Customers’ perceptions of a company’s social responsibility represent important outcomes of both the company’s actions and its marketing communications. Moreover, the literature suggests that companies perceived as being socially responsible enjoy several benefits derived from this status. However, the existent literature does not manage to clarify the means by which consumers’ perceptions of corporate social responsibility (CSR) can be quantified, both practitioners and scholars being still uncertain when it comes to measuring consumers’ perceptions of a company’s CSR efforts. This paper manages to reduce this uncertainty by developing a specific and extensive instrument aimed at measuring customers’ perceptions of CSR, and testing the proposed instrument in four important industries (mobile telecom services, banking services, dairy products, and personal care products), covering both services and products sectors. The developed scale was tested and validated by means of a survey conducted among a sample of 1464 respondents from the Romanian urban environment, using exploratory factor analyses, and treating perceived CSR latent variables as being reflectively measured through 28 items.
Volume (Year): XIII (2015)
Issue (Month): 2 (November)
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- Banu Dincer, 2012. "Measuring brand social responsibility: a new scale," Social Responsibility Journal, Emerald Group Publishing, vol. 8(4), pages 484-494, September.
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