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Type: Journal article
Title: The impact of corporate volunteering on CSR image: a consumer perspective
Author: Plewa, C.
Conduit, J.
Quester, P.
Johnson, C.
Citation: Journal of Business Ethics, 2015; 127(3):643-659
Publisher: Springer
Issue Date: 2015
ISSN: 0167-4544
Statement of
Carolin Plewa, Jodie Conduit, Pascale G. Quester, Claire Johnson
Abstract: Abstract Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online survey in Australia show perceived familiarity with a company’s CV programme to positively impact CSR image and firm image, partially mediated by others-centred attributions. CSR image, in turn, strengthens affective and cognitive loyalty as well as word-of-mouth. Further analysis reveals the moderating effect of perceived leveraging of the corporate volunteering programme, customer status and the value individuals place on CSR. The paper concludes with theoretical and managerial implications, as well as an agenda for future research.
Keywords: Corporate volunteering
CSR image
Consumer Attribution
Description: Received: 29 June 2013 / Accepted: 15 January 2014
Rights: © Springer Science+Business Media Dordrecht 2014
DOI: 10.1007/s10551-014-2066-2
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