University of Twente Student Theses
What’s in it for you? : Antecedents Antecedents of perceived self-serving motives for CSR and how it affects skepticism and purchase intention.
Radema, Karlijn (2021) What’s in it for you? : Antecedents Antecedents of perceived self-serving motives for CSR and how it affects skepticism and purchase intention.
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| Abstract: | By displaying corporate social responsibility (CSR), companies attempt to appear caring and socially responsible to the public, which can help them build positive brand associations and obtain a competitive advantage in the market. However, consumers are becoming more aware that companies sometimes engage in CSR solely for personal gain, making them more skeptical of the sincerity of charitable behavior. When a company seems to be only in it for itself, consumers can take on negative attitudes towards the company. What causes consumers to attribute self-serving motives to a CSR initiative remains obscure. This study aimed to contribute to the working knowledge on motivational attributions for CSR and the effects on consumer responses. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/88110 |
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