Title

Corporate ability and corporate social responsibility in a developing country : the role of product involvement

Document Type

Journal article

Source Publication

Journal of Global Marketing

Publication Date

7-13-2012

Volume

25

Issue

1

First Page

45

Last Page

56

Keywords

Corporate associations, corporate social responsibility, corporate ability, product involvement, consumer responses

Abstract

In this study, the authors sought to investigate the effects of corporate ability (CA) associations, corporate social responsibility (CSR) associations, and their interaction (CA × CSR) on consumer responses regarding corporate evaluation and product evaluation in a developing country like China. Moreover, they attempt to demonstrate that these effects are moderated by the level of consumers’ product involvement. Results of an experiment show that both CA and CSR have positive main effects on consumers’ evaluations. However, their interaction is significant only in the low product involvement condition. Both CA and CSR main effects are stronger in low product involvement condition. Besides focusing on CA associations such as technological innovativeness and manufacturing ability, product or brand managers should also focus on the development and implementation of CSR initiatives so as to capture the synergistic effect of the two corporate associations, particularly for low involvement products.

DOI

10.1080/08911762.2012.697385

Print ISSN

08911762

E-ISSN

15286975

Publisher Statement

Copyright © Taylor & Francis Group, LLC

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Full-text Version

Publisher’s Version

Recommended Citation

Zhou, Y., Poon, S. C. P., & Huang, G. (2012). Corporate ability and corporate social responsibility in a developing country: The role of product involvement. Journal of Global Marketing, 25(1), 45-56. doi: 10.1080/08911762.2012.697385