Corporate Social Responsibility: Attributions, Loyalty, and the Mediating Role of Trust

Journal of the Academy of Marketing Science, vol. 37, no.2, pp. 170-180

27 Pages Posted: 16 Sep 2008 Last revised: 13 Dec 2013

See all articles by Pavlos A. Vlachos

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Argiris Tsamakos

Athens University of Economics and Business

Adam Vrechopoulos

Athens University of Economics and Business

Panagiotis Avramidis

ALBA Graduate Business School

Date Written: 2009

Abstract

This study investigates whether consumers' perceptions of motives influence their evaluation of corporate social responsibility (CSR) efforts. The study reveals the mediating role of consumer trust in CSR evaluation frameworks; managers should monitor consumer trust, which seems to be an important subprocess regulating the effect of consumer attributions on patronage and recommendation intentions. Further, managers may allay the negative effects of profit-motivated giving by doing well on service quality perceptions. On the other hand, appropriately motivated giving continues to positively affect trust regardless of the performance of the firm on service quality provision.

Keywords: Corporate social responsibility, Consumer attributions, Moderation effects

JEL Classification: M31

Suggested Citation

Vlachos, Pavlos A. and Tsamakos, Argiris and Vrechopoulos, Adam and Avramidis, Panagiotis, Corporate Social Responsibility: Attributions, Loyalty, and the Mediating Role of Trust (2009). Journal of the Academy of Marketing Science, vol. 37, no.2, pp. 170-180. Available at SSRN: https://ssrn.com/abstract=1263785

Pavlos A. Vlachos (Contact Author)

ALBA Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

Argiris Tsamakos

Athens University of Economics and Business ( email )

76 Patission Street
Athens, 104 34
Greece

Adam Vrechopoulos

Athens University of Economics and Business ( email )

76 Patission Street
Athens, 104 34
Greece

HOME PAGE: http://www.dmst.aueb.gr

Panagiotis Avramidis

ALBA Graduate Business School ( email )

Xenias 6-8
Athens, Athens 11528
Greece

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