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How Customer Support for Corporate Social Responsibility Influences the Image of Companies: Evidence from the Banking Industry

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  • Andrea Pérez
  • Ignacio Rodríguez del Bosque

Abstract

The authors of this paper carry out two studies to determine whether customer support for corporate social responsibility (CSR support) influences the way customers form their perceptions of CSR practices in the banking industry. Study 1 consists of a cluster analysis which provides information about four customer groups classified according to their support for CSR practices. These groups are labelled as the ‘low support’, ‘social orientation’, ‘individual benefit’, and ‘high support’ clusters. In Study 2, the authors test whether differences exists in the way the four clusters process their CSR perceptions. The results confirm the relevance of motivational attribution when socially oriented and highly involved customers evaluate CSR. Based on this information, the authors provide several recommendations for managers to effectively design and communicate their CSR strategies. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment

Suggested Citation

  • Andrea Pérez & Ignacio Rodríguez del Bosque, 2015. "How Customer Support for Corporate Social Responsibility Influences the Image of Companies: Evidence from the Banking Industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(3), pages 155-168, May.
    • Handle: RePEc:wly:corsem:v:22:y:2015:i:3:p:155-168
    DOI: 10.1002/csr.1331
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    References listed on IDEAS

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