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Development And Validation Of A Measurement Scale For Customers’ Perceptions Of Corporate Social Responsibility

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  • Ovidiu I. MOISESCU

    (Babe?-Bolyai University of Cluj-Napoca, Romania)

Abstract

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.

Suggested Citation

  • Ovidiu I. MOISESCU, 2015. "Development And Validation Of A Measurement Scale For Customers’ Perceptions Of Corporate Social Responsibility," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 311-332, November.
  • Handle: RePEc:aio:manmar:v:xiii:y:2015:i:2:p:311-332
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    File URL: http://www.mnmk.ro/documents/2016_X1/Articol_4.pdf
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    References listed on IDEAS

    as
    1. Banu Dincer & Caner Dincer, 2012. "Measuring brand social responsibility: a new scale," Social Responsibility Journal, Emerald Group Publishing, vol. 8(4), pages 484-494, September.
    2. Soo-Yeon Kim & Hyojung Park, 2011. "Corporate Social Responsibility as an Organizational Attractiveness for Prospective Public Relations Practitioners," Journal of Business Ethics, Springer, vol. 103(4), pages 639-653, November.
    3. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    4. Bala Ramasamy & Mathew Yeung, 2009. "Chinese Consumers’ Perception of Corporate Social Responsibility (CSR)," Journal of Business Ethics, Springer, vol. 88(1), pages 119-132, April.
    5. Duygu Turker, 2009. "Measuring Corporate Social Responsibility: A Scale Development Study," Journal of Business Ethics, Springer, vol. 85(4), pages 411-427, April.
    6. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    7. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics," Journal of Business Research, Elsevier, vol. 63(3), pages 255-262, March.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    corporate social responsibility; customer perceptions; scale development.;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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