Understanding corporate social responsibility and product perceptions in consumer markets: A Cross-cultural evaluation

Singh, Jaywant, del Mar Garcia de los Salmones Sanchez, Maria and del Bosque, Igancio Rodriguez (2007) Understanding corporate social responsibility and product perceptions in consumer markets: A Cross-cultural evaluation. Journal of Business Ethics, 80 (3), 597-611. (doi:10.1007/s10551-007-9457-6).

Record type: Article

Abstract

The concept of corporate social responsibility is becoming integral to effective corporate brand management. This study adopts a multidimensional and cross-country perspective of the concept and analyses consumer perceptions of behaviour of four leading consumer products manufacturers. Data was collected from consumers in two countries – Spain and the UK. The study analyses consumers’ degree of interest in corporate responsibility and its impact on their perception about the company. The findings here suggest a weak impact of company-specific communication on consumers’ perception. The implications of this study are relevant to companies for strengthening their social responsibility associations with the consumers.

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