Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation

• DOI: 10.1007/s10551-007-9457-6
• Publication Date: 2007-07-17T00:56:51Z
• Authors: Jaywant Singh; Maria del Mar Gar...; Igancio Rodriguez...
• Keywords: 330; 0502 economics and business; 05 social sciences; 650; 10. No inequality; 12. Responsible consumption

The concept of corporate social responsibility is becoming integral to effective corporate brand management. This study adopts a multidimensional and cross-country perspective of the concept and analyses consumer perceptions of behaviour of four leading consumer products manufacturers. Data was collected from consumers in two countries – Spain and the UK. The study analyses consumers’ degree of interest in corporate responsibility and its impact on their perception about the company. The findings here suggest a weak impact of company-specific communication on consumers’ perception. The implications of this study are relevant to companies for strengthening their social responsibility associations with the consumers.