Doing well by doing good? Exploring how corporate social responsibility initiatives impact consumer behavior
Chin, Shih-Chun (Daniel)
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https://hdl.handle.net/2142/124675
Description
Title
Doing well by doing good? Exploring how corporate social responsibility initiatives impact consumer behavior
Author(s)
Chin, Shih-Chun (Daniel)
Issue Date
2024-04-24
Director of Research (if dissertation) or Advisor (if thesis)
White, Tiffany
Doctoral Committee Chair(s)
White, Tiffany
Committee Member(s)
Loyd, Denise Lewin
Lim, Sarah
Rodas, Maria
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Corporate Social Responsibility
Diversity
Donation-based Promotion
Language
eng
Abstract
Brands now widely implement corporate social responsibility (CSR) initiatives to respond to the call for businesses to contribute to societal welfare. The extant marketing research has focused on the economic benefits of brands communicating their efforts in CSR initiatives to consumers. However, much less attention has been paid to when and how specific CSR initiatives might systematically shift consumer responses and, as a result, create new opportunities and challenges for the brands. This dissertation explores two CSR initiatives that have garnered attention recently – 1) diversity initiatives and 2) donation-based marketing promotions. Specifically, I theorize and test the idea that 1) conveying high firm diversity to consumers can lead to more favorable responses to innovative products but less favorable responses to conventional products; and 2) donation promotions, once declined by consumers, can result in more detrimental outcomes than discount promotions on subsequent consumer brand engagement. Together, this dissertation suggests novel perspectives to extend the current understanding of CSR initiatives and points out the benefits and risks to inform practitioners.
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