Building corporate associations: Consumer attributions for corporate socially responsible programs

  title={Building corporate associations: Consumer attributions for corporate socially responsible programs},
  author={Pam Scholder Ellen and Deborah J. Webb and Lois A. Mohr},
  journal={Journal of the Academy of Marketing Science},
Corporate social responsibility (CSR) is often used as a key criterion in gauging corporate reputation. This research examined the influence of consumers’ attributions on corporate outcomes in response to CSR. Researchers and managers have considered consumers’ beliefs about CSR initiatives to be simplistic, serving either economic ends or reflecting sincere social concerns. The results of two studies established that consumers’ attributions were more complex than traditionally viewed… 

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