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The effects of motives and impact on perceived reputation in corporate stories

Diepenmaat, Charlotte (2012) The effects of motives and impact on perceived reputation in corporate stories.

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Abstract:With the increasing attention of corporations for Corporate Social Responsibility (CSR), this article describes a 2 x 3 between-subjects experimental design, with a sample size of N=172, that focuses on the effects of motives and impact within CSR in corporate stories on scepsis, purchase intention, credibility and perceived reputation (consisting of corporate ability and CSR). CSR is manipulated on both motives (intrinsic, extrinsic and a combination of both) and impact (high and low) to examine the effects of these variables on the way potential consumers view a company. It was expected that scepsis, purchase intention, credibility and perceived reputation would be influenced by the different motives and impact of CSR. Results show that only motives resulted in significant change on scepsis and CSR. The other variables were not significantly affected by motives and/or impact. This research ends with the discussion and implications of its findings. Keywords: corporate social responsibility, motives, impact, environment, consumers, corporate story
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61653
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