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Corporate Social Responsibility Und Konsumentenverhalten: Theoretische Ansätze Und Empirische Befunde
Paperback
ISBN13: 9783658020460
Publisher: Springer Gabler
Published: Apr 24 2013
Pages: 273
Weight: 0.87
Height: 0.67 Width: 5.83 Depth: 8.27
Language: German
Unternehmen erhoffen sich von der Kommunikation ihrer gesellschaftlichen Verantwortung Imagegewinne und eine höhere Kundenloyalität. Tatsächlich bleiben viele Corporate-Social-Responsibility(CSR-)Aktivitäten im Marketingkontext in der Praxis wirkungslos. Jan Wa mann untersucht sowohl theoretisch als auch anhand eines empirischen Experiments, inwiefern die unterschiedliche Ausgestaltung und Kommunikation von CSR-Aktivitäten einen Einfluss auf die Markenwahrnehmung des Konsumenten ausübt. Es zeigt sich, dass die Motivattribution des Konsumenten ein wesentlicher Mediator bei der Verarbeitung von CSR-Informationen ist, der durch das Marketingmanagement gezielt beeinflusst werden kann. Damit liefert der Autor neue Erkenntnisse für die Marketingforschung und -praxis.
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