KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK

Year 2021, , 121 - 141, 26.07.2021

Elif Güner

https://doi.org/10.30794/pausbed.796337

Cited By: 1

Abstract

Artan çevresel sorunlar, küresel krizler ve sosyal problemler nedeniyle, işletmelerin kurumsal sosyal sorumluluk (KSS) faaliyetleri çok önemli hale gelmiştir. Diğer taraftan, işletmenin faaliyet alanı ile KSS çabaları arasında uyum olmadığında, tüketiciler KSS aksiyonlarını ikiyüzlü olarak algılayabilmektedir. Bu çalışmanın amacı, marka-KSS uyumunun, tutum aracı değişkeni üzerinden satın alma niyeti üzerindeki etkisini ve algılanan sosyal ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisi üzerindeki rolünü incelemektir. Araştırma modeli, deneysel serim ile test edilmiştir. Marka-KSS uyumu yüksek olduğunda markaya yönelik tutumun, marka-KSS uyumunun düşük olduğu duruma kıyasla daha olumlu olduğu bulunmuştur. Marka-KSS uyumunun yüksek olması, markaya yönelik tutumu ve satın alma niyetini olumlu etkilemektedir. Marka-KSS uyumunun düşük olduğu deney grubunun markaya yönelik tutumu da hiçbir KSS faaliyetinden bahsedilmeyen kontrol grubuna göre daha pozitiftir. Marka-KSS uyumunun satın alma niyetini doğrudan etkilemediği, tutum değişkeninin aracılık etkisi üzerinden dolaylı bir etkiye sahip olduğu belirlenmiştir. Algılanan ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisindeki düzenleyici etkisinin anlamlı olmadığı görülmüştür.

Keywords

Marka-KSS uyumu, Algılanan İkiyüzlülük, Marka Tutumu, Satın Alma Niyeti, Kurumsal Sosyal Sorumluluk, Pazarlama

References

• Ajzen, I. (1985). "From intentions to actions: A theory of planned behavior", In J. Kuhl ve J. Beckmann (Eds.): Action-control: From cognition to behavior, 11-39. Heidelberg.
• Alnıaçık, Ü., İldem Develi, E., Giray, C., ve Alnıaçık, E. (2011). Küresel firmaların yerel sosyal sorumluluk faaliyetleri marka değeri ve marka tercihini nasıl etkilemektedir? Öneri, 9(35), 83-91.
• Aluri, A., Slevitch, L., & Larzelere, R. (2015). The effectiveness of embedded social media on hotel websites and the importance of social interactions and return on engagement. International Journal of Contemporary Hospitality Management, 27(4), 670 – 689, http://dx.doi.org/10.1108/IJCHM-09-2013-0415
• Alvarado-Herrera, A., Bigne, E., Aldas-Manzano, J., & Curras-Perez, R. (2017). A scale for measuring consumer perceptions of corporate social responsibility following the sustainable development paradigm. Journal of Business Ethics, 140(2), 243-262.
• Arli, D., Grace, A., Palmer, J., & Pham, C. (2017). Investigating the direct and indirect effects of corporate hypocrisy and perceived corporate reputation on consumers’ attitudes toward the company. Journal of Retailing and Consumer Services, 37, 139-145.
• Bae, J., & Cameron, G. T. (2006). Conditioning effect of prior reputation on perception of corporate giving. Public Relations Review, 32(2), 144-150.
• Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
• Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.
• Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of business research, 59(1), 46-53.
• Bhattacharya, C. B., & 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.
• Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., & Sanz-Blas, S. (2012). Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit. Journal of Marketing Communications, 18(4), 265-283.
• Bowd, R., Bowd, L., & Harris, P. (2006). Communicating corporate social responsibility: an exploratory case study of a major UK retail centre. Journal of Public Affairs: An International Journal, 6(2), 147-155.
• Bowens, R. (2011). Understanding the ISO 26000 social responsibility standard and how it relates to and can be assessed alongside other standards. White Paper. Rutherford: SGS Inc.
• Carlos, W. C., & Lewis, B. W. (2018). Strategic silence: Withholding certification status as a hypocrisy avoidance tactic. Administrative Science Quarterly, 63(1), 130-169.
• Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.
• Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International journal of management reviews, 12(1), 85-105.
• Cha, M. K., Yi, Y., & Bagozzi, R. P. (2016). Effects of customer participation in corporate social responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249.
• Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
• Chen, Z., Hang, H., Pavelin, S., & Porter, L. (2020). Corporate Social (Ir) responsibility and Corporate Hypocrisy: Warmth, Motive and the Protective Value of Corporate Social Responsibility. Business Ethics Quarterly.
• Christensen, L. T., Morsing, M., & Thyssen, O. (2020). Timely hypocrisy? Hypocrisy temporalities in CSR communication. Journal of Business Research, 114, 327-335.
• Chung, A., & Lee, K. B. (2019). Corporate apology after bad publicity: A dual-process model of CSR fit and CSR history on purchase intention and negative word of mouth. International Journal of Business Communication, 2329488418819133.
• De Jong, M. D., & van der Meer, M. (2017). How does it fit? Exploring the congruence between organizations and their corporate social responsibility (CSR) activities. Journal of business ethics, 143(1), 71-83.
• De Magistris, T., Del Giudice, T., & Verneau, F. (2015). The effect of information on willingness to pay for canned tuna fish with different corporate social responsibility (CSR) certification: a pilot study. Journal of Consumer Affairs, 49(2), 457-471.
• Doğan, M., Şen, R., ve Yılmaz, V. (2015). İnternet bankacılığına ilişkin davranışların planlanmış davranış teorisi ve teknoloji kabul modeli kullanılarak önerilen bir yapısal eşitlik modeliyle ı̇ncelenmesi. Uşak Üniversitesi Sosyal Bilimler Dergisi, 8(2), 1-22.
• Effron, D. A., Lucas, B. J., & O’Connor, K. (2015). Hypocrisy by association: When organizational membership increases condemnation for wrongdoing. Organizational Behavior and Human Decision Processes, 130, 147-159.
• Effron, D. A., O’Connor, K., Leroy, H., & Lucas, B. J. (2018). From inconsistency to hypocrisy: When does “saying one thing but doing another” invite condemnation?. Research in Organizational Behavior, 38, 61-75.
• Fishbein, M., ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
• García-Jiménez, J. V., Ruiz-de-Maya, S., & López-López, I. (2017). The impact of congruence between the CSR activity and the company's core business on consumer response to CSR. Spanish Journal of Marketing-ESIC, 21, 26-38.
• Georgeta, G. (2008). A general framework of corporate social responsibility. Annals of the University of Oradea, Economic Science Series, 17(2), 666-669.
• Guèvremont, A. (2019). Brand hypocrisy from a consumer perspective: scale development and validation. Journal of Product & Brand Management. Vol. 28 No. 5, pp. 598-613. https://doi.org/10.1108/JPBM-06-2017-1504
• Hegner, S.M., Fenko, A. ve Teravest, A. (2017). Using the Theory of Planned Behaviour to Understand Brand Love”, Journal of Product & Brand Management, Vol.28 No.1, pp.26-41.
• Ioannou, I., Kassinis, G. I., & Papagiannakis, G. (2018). All are not saints, who go to church: Corporate social responsibility, perceived corporate hypocrisy and the impact on customer satisfaction. Who Go to Church: Corporate Social Responsibility, Perceived Corporate Hypocrisy and the Impact on Customer Satisfaction.
• Janney, J. J., & Gove, S. (2011). Reputation and corporate social responsibility aberrations, trends, and hypocrisy: Reactions to firm choices in the stock option backdating scandal. Journal of Management Studies, 48(7), 1562-1585.
• Karademir, E. (2013). Öğretmen ve öğretmen adaylarının fen ve teknoloji dersi kapsamında okul dışı öğrenme etkinliklerini gerçekleştirme amaçlarının planlanmış davranış teorisi yoluyla belirlenmesi.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
• Kim, H., Hur, W. M., & Yeo, J. (2015). Corporate brand trust as a mediator in the relationship between consumer perception of CSR, corporate hypocrisy, and corporate reputation. Sustainability, 7(4), 3683-3694.
• Kim, Y., & Ferguson, M. A. (2019). Are high-fit CSR programs always better? The effects of corporate reputation and CSR fit on stakeholder responses. Corporate Communications: An International Journal.
• Kotler, P., & Lee, N. (2005). Best of breed: When it comes to gaining a market edge while supporting a social cause,“corporate social marketing” leads the pack. Social marketing quarterly, 11(3-4), 91-103.
• Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
• Lee, E. M., Park, S. Y., Rapert, M. I., & Newman, C. L. (2012). Does perceived consumer fit matter in corporate social responsibility issues?. Journal of Business Research, 65(11), 1558-1564.
• Lee, J., & Lee, Y. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Australasian Marketing Journal (AMJ), 23(1), 19-26.
• Li, Y., Liu, B., & Huan, T. C. T. (2019). Renewal or not? Consumer response to a renewed corporate social responsibility strategy: Evidence from the coffee shop industry. Tourism Management, 72, 170-179.
• Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of marketing, 70(4), 1-18.
• MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.
• Malhotra, N.K. (2010). Marketing Research – An Applied Orientation, Prentice Hall, NJ, USA.
• McWilliams, A., Siegel, D. S., & Wright, P. M. (2006). Corporate social responsibility: Strategic implications. Journal of management studies, 43(1), 1-18.
• Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer affairs, 35(1), 45-72.
• Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of consumer affairs, 39(1), 121-147.
• Nakip, M. (2013). Pazarlamada Araştırma Teknikleri, Seçkin Yayıncılık, Ankara.
• Nakip, M., & Yaraş, E. (2016). SPSS uygulamalı pazarlama araştırmalarına giriş. Seçkin Yayınları: Ankara.
• Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63-74.
• Nguyen, P.M., Vo, N.D., Nguyen, N.P., and Choo, Y. (2019). Corporate social responsibilities of food processing companies in Vietnam from consumer perspective. Sustainability, 12(71), doi:10.3390/su12010071
• Nirino, N., Miglietta, N., and Salvi, A. (2020). The impact of corporate social responsibility on firms’ financial performance, evidence from the food and beverage industry. British Food Journal, 122(1), 1–13. DOI 10.1108/BFJ-07-2019-0503
• Öberseder, M., Schlegelmilch, B. B., & Gruber, V. (2011). “Why don’t consumers care about CSR?”: A qualitative study exploring the role of CSR in consumption decisions. Journal of business ethics, 104(4), 449-460.
• Pérez, A., & del Bosque, I. R. (2017). Personal traits and customer responses to CSR perceptions in the banking sector. International Journal of Bank Marketing.
• Pride, W., M., Ferrell O. C., Marketing, 17th Edition, USA: Cengage Learning, 2014
• Ramesh, K., Saha, R., Goswami, S., & Dahiya, R. (2019). Consumer's response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377-387.
• Scheidler, S., Edinger-Schons, L. M., Spanjol, J., & Wieseke, J. (2019). Scrooge posing as Mother Teresa: How hypocritical social responsibility strategies hurt employees and firms. Journal of Business Ethics, 157(2), 339-358.
• Shim, K., & Yang, S. U. (2016). The effect of bad reputation: The occurrence of crisis, corporate social responsibility, and perceptions of hypocrisy and attitudes toward a company. Public Relations Review, 42(1), 68-78.
• Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
• Vanhamme, J., & Grobben, B. (2009). “Too good to be true!”. The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85(2), 273.
• Viana, M. C. M. C. D. A. (2020). Are CSR communication initiatives effective in social media?: examining the case of the fast fashion industry (Doctoral dissertation).
• Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of marketing, 73(6), 77-91.
• Wesley, S. C., Lee, M. Y., & Kim, E. Y. (2012). The role of perceived consumer effectiveness and motivational attitude on socially responsible purchasing behavior in South Korea. Journal of Global Marketing, 25(1), 29-44.
• Yoo, D., & Lee, J. (2018). The effects of corporate social responsibility (CSR) fit and CSR consistency on company evaluation: The role of CSR support. Sustainability, 10(8), 2956.
• Yoon, Y., Gürhan-Canlı, Z., ve Schwarz, N. (2006). The effect of corporate social responsibility (csr) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377–390
• Zasuwa, G. (2017). The role of company-cause fit and company involvement in consumer responses to CSR initiatives: A meta-analytic review. Sustainability, 9(6), 1016.
• Zhigang, W., & Haoming, Z. (2020). Consumer Response to Perceived Hypocrisy in Corporate Social Responsibility Activities. SAGE Open, 10(2), 2158244020922876.