Corporate Social Responsibility and Word of Mouth Intentions
Series: . 4 ; 48Publication details: 2018-04-16Description: 7Subject(s): In: INDIAN JOURNAL OF MARKETINGSummary: "Companies have invested substantial resources in corporate social responsibility (CSR) initiatives in part to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various firm level strategic objectives and gain competitive advantages. This paper examined the effectiveness of CSR in generating word of mouth and integrated the literature in CSR with the literature on WOM and demonstrated the linkages between the two. The results suggested that CSR image influenced trust and loyalty, and that trust and loyalty had a positive influence on WOM intentions."| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR0701 |
"Companies have invested substantial resources in corporate social responsibility (CSR) initiatives in part to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various firm level strategic objectives and gain competitive advantages. This paper examined the effectiveness of CSR in generating word of mouth and integrated the literature in CSR with the literature on WOM and demonstrated the linkages between the two. The results suggested that CSR image influenced trust and loyalty, and that trust and loyalty had a positive influence on WOM intentions."
There are no comments on this title.