The Influence of the Perceptions of Corporate Social Responsibility on Trust toward the Brand

Document Type: Original Research

Authors

1 Department of Management, High Business School, Tunis, Tunisia

2 Department of Management, FSEGN, Nabeul, Tunisia

Abstract

The aim of this research is to study the influence of the perceived corporate social responsibility activities on trust toward the brand, on one hand, and to study the moderating role of personal support various causes, in the other hand. An empirical study conducted in the agribusiness sector revealed that the perceived corporate social responsibility activities have a positive and significant influence on trust toward the brand. Empirical results also showed that the levels and degrees of involvement of consumers in the different causes defended by a company play a moderating role in the relationship between the perceived activities of social responsibility and trust.

Keywords


Abbes-Sahli, M. (2001). Consommateur Enseigne de distribution: Vers une relation de confiance évolutive. Actes du 4ème Colloque Etienne Thil.
Akrout, F. (2010). Les méthodes des équations structurelles. 1stEdition, 2010.
Andaleeb, S.S. (1996). An experimental investigation of satisfaction and commitment in marketing channels: the role of trust and dependence. Journal of Retailing, 72(1), 77-93
Anderson, J.C. and Narus, J.A. (1990). A model of the distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58.
Audrain, A.F. and Evrard, Y. (2001). Satisfaction des consommateurs: Précisions conceptuelles. The 17th AFM Congress, Deauville, IAE de Caen-Basse Normandie.
Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation model. Journal of The Academy of Marketing Science, 16, 74-94 cited by Akrout, F. (2010). Les méthodes des équantions structurelles, 1st Edition.
Barone, M.J., Miyazaki, A.D. and Taylor, K.A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another?. Journal of the Academy of Marketing Science, 28(2), 248-262.
Becker-Olsen, K.L., Cudmore, B.A. and Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.
Ben Yedder, M. and Zaddem, F. (2009). La responsabilité sociale de l’entreprise (RSE): Voie de conciliation ou terrain d’affrontement?. Revue multidisciplinaire sur l’emploi, le syndicalisme et le travail, 4(1), 84-103.
Bentele, G. and Nothhaft, H. (2011). Trust and Credibility as the Basis of Corporate Social Responsibility: Mediated Construction of Responsibility and Accountability. The Hand Book of Communication and Corporate Social Responsibility.
Bhattacharya, C.B. and Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24.
Bhattacharya, C.B., Sankar, S. and Korschun, D. (2007). Corporate social responsibility as an internal marketing strategy. Sloan Management review. Fall 2007, 1-29.
Bidault, F. And Jarillo, C.J. (1997). Trust in economic transactions. F. Bidault, Gomez, P.Y. and Marion, G. (Eds.), Trust Firm and society. Editions ESKA, Paris.
Bowen,H.R.(1953). Social responsibilities of the businessman. NewYork, Harper&Row.
Brown, T.J. and Dacin, P.A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
Capron, M., and Quairel-Lanoizelée, F. (2004). Mythes et réalités de l’entreprise responsable, Paris, La Découverte.
Carroll, A.B. (1979).  A Three-Dimensional Conceptual Model of Corporate Performance, The Academy of Management Review, 4(4), 497-505
Carroll, A.B. (1991). The Pyramid of Corporate Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, July/August, 39-44.
Chaudhuri, A. and Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Crépin, A. (2012). Un moyen de changer notre image. Metro, 2266(16), Paris
Creyer, E.H. and Ross, W.T. (1997). The influence of firm behavior on purchase intention: do consumers really care about business ethics?. Journal of Consumer Marketing. 14(6), 421-432.
Dahlsrud, A. (2008). How corporate social responsibility is defined: an analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13.
De la Broise, P. and Lamarche, T. (2006). Dynamique de la RSE et conception du contrôle, Contribution au forum de la Régulation.
Dejean, F. and Gond, J.P. (2004). La responsabilité sociétale des entreprises : Enjeux stratégiques et méthodologies de recherche. Finance Contrôle Stratégie, 7(1), 5-3.
Deutsch, M. (1958). Trust and suspicion. Journal of Conflict Resolution, 2, 265-279.
Doney, P.M., Barry, J.M. and Abratt, R. (2007). Trust determinants and outcomes in global B2B services. European Journal of Marketing. 41(9/10), 1096 – 1116.
Drumwright, M. (1994). Socially responsible organizational buying: environmental concern as a non-economic buying criterion. Journal of Marketing, 58(3), 1-19.
Drumwright, M.E. (1996). Company advertising with a social dimension: the role of non-economic criteria. Journal of Marketing, 60(4), 71-87.
Drumwright, M.E. (1996). Company advertising with a social dimension: the role of noneconomic criteria. Journal of Marketing, 60(4), 71-87.
Folkes, V.S. and Kamins, M.A. (1999). Effects of information about firms’ ethical and unethical actions on consumers’ attitudes. Journal of Consumer Psychology, 8(3), 243-259.
Fornell, C. and Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (February), 39-50.
Foster, F., Mourato, S., Pearce, D. and Ozdemiroglu, E. (2001). The price of Virtue: The Economic Value of the Charitable Sector. Edward Elgar, Cheltenham, Brookfield.
Fournier, S. (1994). A Consumer-Brand Relationship Framework for Strategic Brand Management. PhD Thesis, University of Floride.
Freeman, R.E. (1984). Strategic management: A stakeholder approach. Boston, Pitman.
Frisou, J. (2000). Confiance interpersonnelle et engagement: une réorientation béhavioriste. Recherche et Applications en Marketing, 15(1), 63-80.
Gatfaoui, S. and Lavorata, L. (2001). De l’éthique de l’enseigne à la fidélisation du consommateur : Le rôle de la confiance. Revue Française du Marketing, 183/184, 213- 226.
Georges, L. and Decock, G.C. (2004). La qualité de la relation prestataire de service/client: Proposition et test d’un modèle dans le domaine des services comptables. The 16th International Congress of AFM, St Malo.
Gurviez, P. (2001). Le rôle de la confiance dans la perception des risques alimentaires par les consommateurs. Revue Française du Marketing. Le marketing face aux peurs alimentaires, N°183/184, 2001/3-4.
Gurviez, P. and Korchia, M. (2002). Proposition d’une échelle de mesure multidimensionnelle de la confiance dans La Marque. Recherche et Applications en Marketing, 17(3), 41-61.
Herault, S. (2012). Responsabilité Sociale de l’Entreprise et Publicité. Revue Interdisciplinaire sur le Management et l’Humanisme, 1, march/April 2012, Ethique et Organisation, 7-18.
Hosmer, L.T. (1994). Strategic planning as if ethics mattered. Strategic Management Journal, 15(2), 17-34.
Huckle, J. (1995). Greening Educational Studies. Paper presented to Green Academic Network.
Jarvis, C. (2009). The 3 basics steps to create trust through corporate social responsibility. Fast Compagny, August 3rd 2009, available at http://www.fastcompany.com/1323260/3-basic-steps-create-trust-through-corporate-social-responsibility.
Kennedy, M.S., Ferrell, L.K. and LeClair, D.T. (2001). Consumers’ trust of salesperson and manufacturer: An empirical study. Journal of Business Research. 51(1), 73-86.
Lipovetsky, G. (1992). Les noces de l’éthique et du business. Problèmes Economiques, 2276, May, 1-12.
Luo, X. and Bhattacharya, C.B. (2006). Corporate social responsibility, customer satisfaction and market value, Journal of Marketing, 70(4), 1-18.
Martinet, A.C. and Reynaud, E. (2004). Stratégies d’Entreprise et Écologie. Economica Ed, Paris.
McGuire, J.B., Sundgren, A. and Schneeweis, T. (1988). Corporate Social Responsibility and Firm Financial Performance. Academy of Management Journal, 31(6), 854-72
Mohr, L.A. and Webb, D.J. (2005). The effects of corporate social responsibility and price on consumer responses. The Journal of Consumer Affairs, 39(1), 121-147.
Moorman, C., Zaltman, G. and Deshpandé, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organization. Journal of marketing Research, 29(3), 314-328.
Morgan, R.M. and Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58(3), 20-38.
Muraro, C.M. (2003). L’utilité des réducteurs de risque alimentaire dans un contexte de crise. Actes du 2nd atelier de Recherche de l’AFM, Percevoir, identifier et gérer le risque en marketing, Sorbonne, Paris, 100-120.
Muraro, G. (2003). Federalismo fiscale e sanità nella crisi dello stato sociale. Rivista di diritto finanziario e scienza delle finanze, 3, 349-384.
Murray, K.B. and Vogel, C.M. (1997). Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus non-financial impacts. Journal of Business Research, 38, 141-159.
Opsomer, C. and Kaabachi, S. (2006). Pour une approche relationnelle de la fidélité du consommateur à l’enseigne de distribution alimentaire: Le rôle essentiel de la confiance. The 4th International Congress of AFM, Tunis, 1-32.
Orsoni, J. (1995). La question de la morale d’entreprise. Revue Française de Marketing, n°153-154, 61.
Parguel, B. and Benoit-Moreau, F. (2008). Le rôle de la congruence entre l’enseigne et son engagement dans la construction du capital-marque par la communication sociétale : Une approche par la théorie de l’attribution. Centre de recherche DMSP. (Mai 2008), 376.   
Pasquero, J. (2007). Éthique des affaires, responsabilité sociale et gouvernance sociétale : démêler l’écheveau. Gestion, 32(1), 112-117.
Pivato, S., Misani, N. and Tencati, T. (2007). The impact of corporate social responsibility on comsumer trust: The case of organic food. Business Ethics, 17(1), 3-12.
Roussel,P., Durrieu, F.., Campoy, E., and El Akermi, A. (2002). Méthodes d'équations structurelles: Recherches et applications en Gestion, Economica Edtions, Paris.
Sako, M. (1998). Does trust improve business performance?: In Lane, C. and Backman, R. (eds.). Trust within and between organizations: Conceptual issues and empirical application, (pp. 88-117).Oxford: Oxford University Pres
Sen, S. and Bhattacharya, C.B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243.
Sirdeshmukh, D., Singh, J. and Sabol, B. (2006). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Sirieix, L. and Dubois, P.L. (1999). Vers un modèle qualité-satisfaction intégrant la confiance . Recherche et Applications en Marketing, 14(3), 1-22.
Sirieix, L. and Morrot, G. (2001). Orientations de la confiance et comportement d’achat : Le cas de l’achat de vin. The 17th International Congress of AFM, 17, Deauville.
Swaen, V. (2004). Étude des perceptions et des réactions des consommateurs face aux activités citoyennes des entreprises: Application à deux catégories de produits. Doctoral dissertation, Catholic University of Louvain, Louvain-la-Neuve.
Swaen, V. and Chumpitaz, C.R. (2008). L'impact de la responsabilité sociétale de l'entreprise sur la confiance des consommateurs. Recherche et Applications en Marketing, 23(4), 3-7.
Swaen, V. and Vanhamme, J. (2004). See how good we are: the dangers of using corporate social activities in communication campains, Advances in Consumer Research, 31, 302-303.
Swaen, V. and Vanhamme, J. (2005), The use of corporate social responsibility arguments in communication campaigns: Does source credibility matter?. Advances in Consumer Research, 32, 590-591.
Uddin, M.B., Hassan, M.R. and Tarique, K.M. (2008). Three Dimensional Aspects of Corporate Social Responsibility. Daffodil International University. Journal of Business and Economics. 3(1).
Vlachos, P.A., Tsamakos, A., Vrechopoulos, A.P. and Avramidis, P.K. (2009), Corporate social responsibility: Attributions, loyalty, and the mediating role of trust. Journal of The Academy of Marketing Science, 37(2), 170-180.
Wartick, S.L. and P.L. Cochran (1985). The evolution of the corporate social performance mode. Academy of Management Review, 758-769
Zahra, S.A. and LaTour, M.S. (1987). Corporate Social Responsibility and Organizational Effectiveness: A Multivariate Approach. Journal of Business Ethics, 6(6), 446-459.