Información del artículo
Resumen
En la literatura de marketing se ha analizado la influencia de las acciones de Responsabilidad Social Corporativa (RSC) de la empresa sobre el comportamiento del consumidor pero está todavía por demostrar si la forma como la empresa comunica a los clientes sus acciones de RSC tiene influencia o no en la valoración global de la empresa porsus clientes. El trabajo aporta evidencia extraída de una muestra de clientes reales de una entidad financiera en la que se demuestra que la empatía entre clientes y trabajadores de la empresa y la identificación del cliente con las acciones de RSC de la entidad, afectan a la credibilidad de la comunicación empresarial para los clientes y en última instancia a la valoración que estos hacen de dicha entidad.
Palabras clave:
Responsabilidad social corporativa
atractivo de la identidad
conexión personal
ventas
Abstract
Marketing literature has analyzed how CSR activities influence consumer behavior, although more research is needed to demonstrate if the form these activities are communicated contributes to improve consumers’ evaluation of the company. In this paper we provide empirical evidence, using a sample of customers from a cooperative bank, to demonstrate that consumer-salespeople relationship and consumers’ identification with the CSR activities carried out by the company influence consumers’ trust on the company communication activities and, therefore, on consumer's evaluation of the company.
Keywords:
Corporate Social Responsibility
Identity Attractiveness
Personal Conexion
Sales Management
El Texto completo está disponible en PDF
Referencias bibliográficas
[Allen et al., 2002]
M.W. Allen, Sik H. Ng, M. Wilson.
A Functional Approach to Instrumental and Terminal Values and the Value-attitude-behaviour System of Customer Choice.
European Journal of Marketing, 36 (2002), pp. 111-135
[Anderson and Gerbing, 1988]
J.C. Anderson, D.W. Gerbing.
Structural equation modelling in practice: a review and recommended two-step approach.
Psychological Bulletin, 103 (1988), pp. 411
[Andreu et al., 2004]
L. Andreu, S. Beckmann, E. Bigné, R. Chumpitaz, V. Swaen.
Corporate Social Responsibility in the Eye of the Beholder:The Case of European Business Students.
Communication EMAC Universidad Murcia, (2004),
[Auger et al., 2003]
P. Auger, P. Burke, T.M. Devinney, J.J. Louviere.
What will Consumers Pay for Social Product Features?.
Journal of Business Ethics, 42 (2003), pp. 281-304
[Bagozzi and Yi, 1988]
R. Bagozzi, Yi.
On the evaluation of structural equation models.
Journal of the Academy of Marketing Science, 16 (1988), pp. 74-94
[Balmer, 2001]
J.M.T. Balmer.
Corporate Identity, Corporate Branding and Corporate Marketing.
European Journal of Marketing, 35 (2001), pp. 248-291
[Barone et al., 2000]
M.J. Barone, A.D. Miyazaki, K.A. Taylor.
The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?.
Journal of the Academy of Marketing Science, 28 (2000), pp. 248-262
[Becker-Olsen. et al., 2006]
K.L. Becker-Olsen, B.A. Cudmore, R.P. Hill.
The impact of perceived corporate social responsibility on consumer behaviour.
Journal of Business Research, 59 (2006), pp. 46-53
[Berens et al., 2005]
G. Berens, C.B.M. Van Riel, G.H. Van Bruggen.
Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance.
Journal of Marketing, 69 (2005), pp. 35-48
[Berry et al., 1990]
L. Berry, V.A. Zeithaml, Y.A. Parasuraman.
Five Imperatives for Improving Service Quality.
Sloan Management Review, 31 (1990), pp. 29-38
[Bigné et al., 2005]
E. Bigné, R. Chumpitaz, L. Andreu, V. Swaen.
Percepción de la Responsabilidad Social Corporativa: un Análisis Cross-cultural.
Universia Business Review, 5 (2005), pp. 14-27
[Bolton et al., 2000]
R.N. Bolton, P.K. Kannan, M.D. Bramlett.
Implications of Loyalty Program Membersip and Service Experiences for Customer Retention and Value.
Journal of the Academy of Marketing Science, 28 (2000), pp. 95-108
[Boulding and Kirmani, 1993]
W. Boulding, A. Kirmani.
A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?.
Journal of Consumer Research, 20 (1993), pp. 111-123
[Boulstridge and Carrigan, 2000]
E. Boulstridge, M. Carrigan.
Do Consumers Really Care About Corporate Responsibility?. Highlighting the Attitude-Behavior Gap.
Journal of Communication Management, 4 (2000), pp. 355-368
[Britt, 1971]
S.H. Britt.
The Right Marketing Mix for the Corporate Imagery Mix Role of Various Publics and Marketing Basics.
Business Horizons, 14 (1971), pp. 87-94
[Brown and Dacin, 1997]
T.J. Brown, P.A. Dacin.
The Company and the Product: Corporate Associations and Consumer Product Responses.
Journal of Marketing, 61 (1997), pp. 68-84
[Brown, 1998]
T.J. Brown.
Corporate Association in Marketing: Antecedents and Consequences.
Corporate Reputation Review, 1 (1998), pp. 215-233
[Byrne, 1971]
D. Byrne.
The Attraction Paradigm.
Academic Press, (1971),
[Cannon and Perreault, 1999]
J.P. Cannon, W.D. Perreault.
Buyer-Seller Relationships in Business Markets.
Journal of Marketing Reserch, 36 (1999), pp. 439-460
[Carrigan and Attalla, 2001]
M. Carrigan, A. Attalla.
The Myth of the Ethical Consumer - Do Ethics Matter in Purchase Behaviour?.
Journal of Consumer Marketing, 18 (2001), pp. 560-577
[Carrol, 1991]
A.B. Carrol.
The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders.
Business Horizons, 34 (1991), pp. 39-48
[Chatman, 1991]
J.A. Chatman.
Matching People and Organizations: Selection and Socialization in Public Accounting Firms.
Administrative Science Quarterly, 36 (1991), pp. 459-484
[Christensen and Askegaard, 2001]
L.T. Christensen, S. Askegaard.
Corporate identity and corporate image revisited- A semiotic perspective.
European Journal of Marketing, 35 (2001), pp. 292-302
[Creyer et al., 1997]
E.H. Creyer, W.T. Ross Jr..
The Influence of Firm Behavior on Purchase Intention: Do Consumers Really Care About Business Ethics?.
Journal of Consumer Marketing, 14 (1997), pp. 421-432
[Davies et al., 2001]
G. Davies, R. Chun, R.V. Da Silva.
The Personification Metaphor as a Measurement Approach for Corporate Reputation.
Corporate Reputation Review, 4 (2001), pp. 113-127
[Dutton et al., 1994]
J.E. Dutton, J.M. Dukerich, C.V. Harquail.
Organizational Images and Member Identification.
Administrative Science Quarterly, 39 (1994), pp. 239-263
[Eisend, 2004]
M. Eisend.
How Can Marketers Improve the Persuasive Impact of Two- Sided Messages? A Meta-Analysis on the Effects of Message Sidedness in Marketing Communication.
Communication presented at 33 EMAC Conference Murcia,
[Folkes and Kamins, 1999]
V.S. Folkes, M. Kamins.
Effects of Information About Firms’Ethical and Unethical Actions on Consumers.
Journal of Consumer Psychology, 8 (1999), pp. 243-259
[Fombrum and Van Riel, 1997]
C. Fombrum, C.B.M. Van Riel.
The Reputational Landscape.
Corporate Reputation Review, 1 (1997), pp. 5-13
[Fombrum and Shanley, 1990]
C. Fombrum, M. Shanley.
What's in a Name? Reputation Building and Corporate Strategy.
Academy of Management Journal, 33 (1990), pp. 233-258
[Fombrum and Larcker, 1981]
C. Fombrum, D.F. Larcker.
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.
Journal of Marketing Research, 18 (1981), pp. 39-50
[Greening and Turban, 2000]
D.W. Greening, D.B. Turban.
Corporate Social Performance as a Competitive Advantage in Attracting a Quality Workforce.
Business and Society, 39 (2000), pp. 254-280
[Gremler and Gwinner, 2000]
D.D. Gremler, K.P. Gwinner.
Customer- Employee Rapport in Service Relationships.
Journal of Service Research, 3 (2000), pp. 82-104
[Gremler et al., 2001]
D.D. Gremler, K.P. Gwinner, S.W. Brown.
Generating positive word-of-mouth communication through customer-employee relationships.
International Journal of Service Industry Management, 12 (2001), pp. 44-52
[Hair et al., 1999]
J. Hair, R. Anderson, R. Tatham, W. Black.
Análisis multivariante.
Prentice- Hall, (1999),
[Handelman and Arnold, 1999]
J.M. Handelman, S.J. Arnold.
The Role of Marketing Actions with a Social Dimension: Appeals to the Institutional Environment.
Journal of Marketing, 63 (1999), pp. 33-48
[Hess and Story, 2005]
J. Hess, J. Story.
Trust-based Commitment: Multidimensional Consumer-Brand Relationships.
The Journal of Consumer Marketing, 22 (2005),
[Järvinen and Lehtinen, 2003]
R. Järvinen, U. Lehtinen.
Options of Strategic decision making in services: Tech, touch and customisation in financial services.
European Journal of Marketing, 37 (2003), pp. 774-795
[Kristof, 1996]
A.L Kristof.
Person-Organization Fit: An Integrative Review of Its Conceptualizations, Measurement, and Implications.
Personnel Psychology, 49 (1996), pp. 1-49
[Kuczmarski, 2003]
T.D. Kuczmarski.
What is Innovation? And Why Aren't Companies Doing More of it?.
Journal of Consumer Marketing, 20 (2003), pp. 536-555
[Kunda, 1999]
Z. Kunda.
Social Cognititon: Making Sense of People.
MIT Press, (1999),
[Mael and Ashforth, 1992]
F. Mael, B.E. Ashforth.
Alumni and their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification.
Journal of Organizational Behavior, 13 (1992), pp. 103-123
[Maignan and Ferrell, 2004]
I. Maignan, O.C. Ferrell.
Corporate Social Responsibility and Marketing: An Integrative Framework.
Journal of the Academy of Marketing Science, 32 (2004), pp. 3-19
[Mantel and Kardes, 1999]
S.P. Mantel, F.R. Kardes.
The Role of Direction of Comparison, Atrribute-Based Processing, and Attitude-Based Processing in Consumer Preference.
Journal of Consumer Research, 25 (1999), pp. 335-352
[Mohr and Webb, 2005]
L.A Mohr, D.J. Webb.
The effects of Corporate Social Responsability and Price on Consumer Responses.
The Journal of Consumer Affairs, 39 (2005), pp. 121-147
[Mohr et al., 2001]
L.A. Mohr, D.J. Webb, K.E. Harris.
Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavoir.
Journal of Consumer Affairs, 35 (2001), pp. 45-72
[Murray and Vogel, 1997]
K.B. Murray, C.M. Vogel.
Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill towards the firm: financial versus nonfinancial impacts.
Journal of Business Research, 38 (1997), pp. 141-159
[Ogrizek, 2002]
M. Ogrizek.
Forum Paper: The Effect of Corporate Social Responsibility on the Branding of Financial Services.
Journal of Financial Services Marketing, 6 (2002), pp. 215-228
[Oliver and Bearden, 1985]
R.L. Oliver, W.O. Bearden.
Crossover Effects in the Theory of Reasoned Action: A Moderating Influence Attempt.
Journal of Consumer Research, 12 (1985), pp. 324-340
[Riahi-Belkaoui et al., 1993]
A. Riahi-Belkaoui, E. Pavlik.
Effects of Ownership Structure, Firm Performance, Size and Diversification Strategy on CEO Compensation: A Path Analysis.
Managerial Finance, 19 (1993), pp. 354
[Sen and Bhattacharya, 2001]
S. Sen, C.B. Bhattacharya.
Does Doing Good Alwais Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility.
Journal of Marketing Research, 38 (2001), pp. 225-243
[Srull et al., 1989]
T.K. Srull, R.S. Wyer Jr..
Person Memory and Judgement.
Psychological Review, 96 (1989), pp. 58-73
[Stryker and Serpe, 1994]
S. Stryker, R.T. Serpe.
Identity Salience and Psychological Centrality: Equivalent, Overlapping, or Complementary Concepts.
Social Psychology Quarterly, 57 (1994), pp. 16-29
[Vanhamme et al., 2004]
J. Vanhamme, V. Swaen.
When what you say matters less than where you say it: Influence of corporate social responsibility arguments and source of information on consumers’ reactions and attitudes toward the company.
Communication presented at 33 EMAC Conference Murcia,
[Varadarajan and Menon, 1988]
P.R. Varadarajan, A. Menon.
Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy.
Journal of Marketing, 52 (1988), pp. 58-74
[Webster and jr., 1975]
F.E. Webster Jr..
Determining the Characteristics of the Socially Conscious Consumer.
Journal of Consumer Research, 3 (1975), pp. 188
[Webster and jr., 1992]
F.E. Webster Jr..
The Changing Role of Marketing in the Corporation.
Journal of Marketing, 56 (1992), pp. 1-17
[Zeithaml and Bitner, 2000]
V.A. Zeithaml, M.J. Bitner.
Services marketing: integrating customer focus across the firm.
Mcgraw-Hill, (2000),
Los autores agradecen los comentarios y sugerencias propuestos por los dos evaluadores anónimos a una primera versión de este trabajo. Los autores agradecen la ayuda recibida de la Fundación Cajamurcia, así como la ayuda del Ministerio de Educación y Ciencia mediante el proyecto SEJ2005-09358/ECON.
Copyright © 2008. ACEDE