COMMUNICATING CSR MOTIVES IN CONSUMERS’ COMPANY EVALUATIONS: THE ROLES OF CUSTOMER-COMPANY IDENTIFICATION AND SKEPTICISM

Jos Bartels,Anne-Marie van Prooijen 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Communicating corporate social responsibility (CSR) has become increasingly important for the success of organizations (Coombs and Holladay, 2012; McWilliams and Siegel, 2001). Several studies have focused on consumer responses to CSR and found that positive evaluations of CSR initiatives led to greater loyalty to both companies and their brands and to more positive behaviors toward companies (Dhanesh, 2015; Glavas and Godwin, 2013; Sen and Bhattacharya, 2001). Therefore, the effective communication of these CSR initiatives appears to be important (Eberle, et al., 2013; Lee et al., 2013). However, research on how consumers perceive a company’s communication of specific CSR motives in relation to its corporate reputation is scarce (De Vries et al., 2013). The current study aimed to investigate the role that communicating CSR motives plays in someone’s perception of a company. To investigate the role of intrinsic and extrinsic motives in explaining consumer-company identification, scepticism and reputation, we conducted two online consumer survey studies. In Study 1 (N=178), we used a well-known personal care product (PCP). In Study 2 (N=220), in the context of a large worldwide furniture retailer, we tried to replicate the findings of Study 1. In contrast to Study 1, we now added situational scepticism. The results of the current study show that the positive relationship between intrinsic CSR motives and company evaluations were replicated from previous studies. In this relationship consumer-company identification and scepticism play a mediating role. However this role seems to be different for positive versus negative attributions. The negative relationship between extrinsic CSR motives and company evaluations seems to be more ambiguous. Suggestions are made for a more meta-analytical approach to distinct consumers’ perceptions on a company’s CSR motives.

PERCEIVED SUSTAINABILITY INITIATIVES: RETAIL MANAGERS’ INTRINSIC AND EXTRINSIC MOTIVES

Jos Bartels,Machiel J. Reinders,Mari?t A. van Haaster-de Winter 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

In the past few decades, much attention has been focused on corporate social responsibility (CSR) (Dahlrud, 2008; McWilliams & Siegel, 2001; Maignan & Ralston, 2002; Montiel, 2008), consumer responses to CSR initiatives (Brown & Dacin, 1997; Sen & Bhattacharya, 2001) and more recently, employee attitudes towards CSR (Kim et al., 2010; Michailides & Lipsett, 2012; Rupp et al., 2006; Zhu et al., 2012). Although awareness of environmental sustainability has increased over the past few decades, the current market share of sustainable products remains low. Because of their market position, large-scale and high- volume customer interactions (Vella et al., 2009), supermarkets appear to be appropriate venues for investigating perceived sustainability initiatives (Hampl & Loock, 2013). Our study examined the extent to which supermarkets are perceived to have embedded sustainability initiatives in their marketing strategies and to have taken sustainable tactical measures on the store floor. In addition, the study considered the roles played by social identification (as an indicator for intrinsic motives) and by perceived external prestige (as an indicator for extrinsic motives). Based on a literature review and semi-structured qualitative interviews with the chief executive officers (CEOs) of Dutch supermarkets (n = 8), we conducted an online panel survey among the managers of these supermarkets (n = 99). The results of the qualitative study show that although CEOs’ opinions differed regarding the relevance of sustainability, the majority of CEOs indicated that the implementation of a sustainability strategy is strongly dependent on the intrinsic motivation of board members, the family business in general or local entrepreneurs (supermarket managers). Specifically, the role of the supermarket manager was recognized as important concerning sustainability initiatives on the shop floor. The results of the quantitative study show the positive impacts of managers’ social identification with a sustainable consumer group and managers’ perceived external prestige on the perceived environmental sustainability initiatives of Dutch supermarkets. The study finds that managers’ social identifications are powerful ways to engender employee loyalty. Moreover, organizations that are perceived to have more external prestige are perceived as being more capable of developing sustainability policies.

PERCEIVED SUSTAINABILITY INITIATIVES: RETAIL MANAGERS’ INTRINSIC AND EXTRINSIC MOTIVES

Jos Bartels,Machiel J. Reinders,Mariët A. van Haaster-de Winter 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.8

In the past few decades, much attention has been focused on corporate social responsibility (CSR) (Dahlrud, 2008; McWilliams & Siegel, 2001; Maignan & Ralston, 2002; Montiel, 2008), consumer responses to CSR initiatives (Brown & Dacin, 1997; Sen & Bhattacharya, 2001) and more recently, employee attitudes towards CSR (Kim et al., 2010; Michailides & Lipsett, 2012; Rupp et al., 2006; Zhu et al., 2012). Although awareness of environmental sustainability has increased over the past few decades, the current market share of sustainable products remains low. Because of their market position, large-scale and high- volume customer interactions (Vella et al., 2009), supermarkets appear to be appropriate venues for investigating perceived sustainability initiatives (Hampl & Loock, 2013). Our study examined the extent to which supermarkets are perceived to have embedded sustainability initiatives in their marketing strategies and to have taken sustainable tactical measures on the store floor. In addition, the study considered the roles played by social identification (as an indicator for intrinsic motives) and by perceived external prestige (as an indicator for extrinsic motives). Based on a literature review and semi-structured qualitative interviews with the chief executive officers (CEOs) of Dutch supermarkets (n = 8), we conducted an online panel survey among the managers of these supermarkets (n = 99). The results of the qualitative study show that although CEOs’ opinions differed regarding the relevance of sustainability, the majority of CEOs indicated that the implementation of a sustainability strategy is strongly dependent on the intrinsic motivation of board members, the family business in general or local entrepreneurs (supermarket managers). Specifically, the role of the supermarket manager was recognized as important concerning sustainability initiatives on the shop floor. The results of the quantitative study show the positive impacts of managers’ social identification with a sustainable consumer group and managers’ perceived external prestige on the perceived environmental sustainability initiatives of Dutch supermarkets. The study finds that managers’ social identifications are powerful ways to engender employee loyalty. Moreover, organizations that are perceived to have more external prestige are perceived as being more capable of developing sustainability policies.

COMMUNICATING THE FAIR TRADE MESSAGE: THE ROLES OF REPUTATION AND FIT

Jos Bartels,Machiel J. Reinders,Chrissie Broersen,Sarah Hendriks 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This study examines the extent to which Fair Trade reputation and fit between this reputation and the communicated Fair Trade message influences consumer skepticism and positive electronic word-of-mouth. The results of two experiments show that previous Fair Trade reputation has a direct and indirect effect, via consumer brand identification, on consumer skepticism. Moreover, the fit between a reputation and the communicated message only seems to affect skepticism when the communicated message is perceived as realistic. In industries with bad Fair Trade reputations (Study 1) fit does not seem to have an effect on skepticism, while fit does influence skepticism in industries with a certain reputation history on Fair Trade (Study 2). Skepticism and consumer brand identification play an important mediating role in the relationship between reputation, fit and consumers’ electronic word-of-mouth intentions. We therefore conclude that communicating Fair Trade initiatives can be a rewarding effort but also seems to be a delicate matter.

THE ROLE OF BRAND EQUITY AND STORE IMAGE IN THE CONSUMPTION OF STORE AND NATIONAL BRANDS: THE CASE OF GREEN BRANDING

Machiel J. Reinders,Jos Bartels 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The market for environmentally friendly or ‘green’ products has increased substantially over the last ten years (Willer and Kilcher, 2010). Both brand manufacturers and retailers are increasingly, and successfully, incorporating environmental and social issues in their brands (Aouina Mejri and Bhatli, 2014; Chkanikova and Lehner, in press; Gleim et al., 2013). Given the increasing importance of ‘green’ branding, the current study examines the role of key drivers (i.e., brand equity, store image and product familiarity) in the consumption of green brands. Moreover, since previous studies found that positive evaluations of a specific brand led to more positive buying behavior for the green product concept in general (Bartels and Hoogendam, 2011), in the current study we also assess the impact of these key drivers on green consumption in general. Finally, by explicitly distinguishing between store brands and national brands, we try to determine whether these relationships differ between these two types of brands in a green context. To test these effects, we used a panel study among consumers in Australia, Canada, Germany, the Netherlands, and the U.S.. For each country, we used one national brand and one or two store brands. Respondents randomly received one of these brands to evaluate. This process resulted in 404 respondents for store brands and 302 respondents for national brands. Results show that store image and brand equity have a direct effect on the consumption of green store brands and green national brands. In addition, we found that for both store and national brands, the relationship between brand equity and green brand consumption is partially mediated by the perceived image of the store where that brand is sold. Furthermore, for national brands, a positive store image also leads to an increase in green consumption behavior in general, which is not the case for store brands. Finally, for national brands, there is a clear relationship between product familiarity and brand consumption, whereas this is not the case for store brands.

A GREEN REPUTATION OR MARKET LEADERSHIP? THE ROLE OF CORPORATE ABILITY AND CORPORATE SOCIAL RESPONSIBILITY IN SUSTAINABLE MARKETING

Maren Vos,Jos Bartels 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Consumers are increasingly willing to consider ethical aspects in their buying decisions, while organizations strategically respond to consumer needs in this respect by focusing on their ethical reputation in their branding strategies (Singh et al., 2012). Moreover, brands are increasingly switching to natural ingredients in their products or adding an organic option to their current product line (Johri & Sahasakmontri, 1998; Prothero & McDonagh, 1992; Todd, 2004). Although the majority of the growth of green and ethical products is found within the organic food (Organic Monitor, 2011; Willer & Kilcher, 2010) and fair trade products (FLO, 2011) categories, there also seems to be constant growth in the demand for organic personal care products (PCPs) (Smitson, 2006). In contrast, scientific research on organic Personal Care Products (PCPs) seems to be scarce (Kim & Chung, 2011). The current study investigates the effect of brand associations on consumer perceptions considering organic PCPs. More specifically, we focus on the role of corporate ability (CA) versus corporate social responsibility (CSR) associations in brand equity (Yoo et al., 2000) and brand trust (Chaudhuri & Holbrook, 2001) perceptions. To test the effects of CA and CSR associations on consumer brand equity and trust, we first conducted a pretest, in which we included brands with the highest market share in the Dutch PCP market (Nielsen Market Analytics, April 2013). Based on the results of the pretest the following brands were selected for the main study: L’Oréal, Rituals and Palmolive. For the main experiment respondents were randomly assigned to one of the three conditions in a between-subjects design: L’Oréal (N=42), Palmolive (N=42) and Rituals (N=37). Based on the results of the experiment we can draw the following conclusions. Brands may be associated with both CA and CSR characteristics. Even though possible benefits induced by introducing an organic PCP are higher for brands that are currently associated with CSR, other brands may benefit still from introducing an organic PCP, as the effects of CSR associations and an organic product launch merely seem to be complementary. When a brand considers the introduction of a green variant of its current PCP line, the brand does not seem to need a specific “green” reputation or image. More important, the producing company behind the brand should communicate its innovative characteristics as a market leader as well as a sense of responsibility toward the environment and society. Combining CA with CSR characteristics seems to be the most profitable strategy for attracting more consumers than one’s competitors. Although one should constantly aim to remain competitive in the market, the overall effects of sustainable initiatives will be much lower for brands with a weaker reputation in general than for brands that already induce multiple positive associations. In sum, an organization that decides to introduce a new organic product should be aware of the strong positive associations of their current brands on a variety of product characteristics. In the end, investing in improving multiple positive associations instead of focusing on either CSR or CA will be the most profitable strategy.

A GREEN REPUTATION OR MARKET LEADERSHIP? THE ROLE OF CORPORATE ABILITY AND CORPORATE SOCIAL RESPONSIBILITY IN SUSTAINABLE MARKETING

Maren Vos,Jos Bartels 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Consumers are increasingly willing to consider ethical aspects in their buying decisions, while organizations strategically respond to consumer needs in this respect by focusing on their ethical reputation in their branding strategies (Singh et al., 2012). Moreover, brands are increasingly switching to natural ingredients in their products or adding an organic option to their current product line (Johri & Sahasakmontri, 1998; Prothero & McDonagh, 1992; Todd, 2004). Although the majority of the growth of green and ethical products is found within the organic food (Organic Monitor, 2011; Willer & Kilcher, 2010) and fair trade products (FLO, 2011) categories, there also seems to be constant growth in the demand for organic personal care products (PCPs) (Smitson, 2006). In contrast, scientific research on organic Personal Care Products (PCPs) seems to be scarce (Kim & Chung, 2011). The current study investigates the effect of brand associations on consumer perceptions considering organic PCPs. More specifically, we focus on the role of corporate ability (CA) versus corporate social responsibility (CSR) associations in brand equity (Yoo et al., 2000) and brand trust (Chaudhuri & Holbrook, 2001) perceptions. To test the effects of CA and CSR associations on consumer brand equity and trust, we first conducted a pretest, in which we included brands with the highest market share in the Dutch PCP market (Nielsen Market Analytics, April 2013). Based on the results of the pretest the following brands were selected for the main study: L’Or?al, Rituals and Palmolive. For the main experiment respondents were randomly assigned to one of the three conditions in a between-subjects design: L’Or?al (N=42), Palmolive (N=42) and Rituals (N=37). Based on the results of the experiment we can draw the following conclusions. Brands may be associated with both CA and CSR characteristics. Even though possible benefits induced by introducing an organic PCP are higher for brands that are currently associated with CSR, other brands may benefit still from introducing an organic PCP, as the effects of CSR associations and an organic product launch merely seem to be complementary. When a brand considers the introduction of a green variant of its current PCP line, the brand does not seem to need a specific “green” reputation or image. More important, the producing company behind the brand should communicate its innovative characteristics as a market leader as well as a sense of responsibility toward the environment and society. Combining CA with CSR characteristics seems to be the most profitable strategy for attracting more consumers than one’s competitors. Although one should constantly aim to remain competitive in the market, the overall effects of sustainable initiatives will be much lower for brands with a weaker reputation in general than for brands that already induce multiple positive associations. In sum, an organization that decides to introduce a new organic product should be aware of the strong positive associations of their current brands on a variety of product characteristics. In the end, investing in improving multiple positive associations instead of focusing on either CSR or CA will be the most profitable strategy.

GREEN BRANDING: STORE BRANDS VERSUS NATIONAL BRANDS

Machiel J. Reinders,Jos Bartels 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11

Next to brand manufacturers, retailers are increasingly incorporating ‘green’ issues in their store brands. Although a lot of studies are devoted to comparing store brands with national brands (e.g., Steenkamp et al., 2010), there is limited research that compares these two types of brands in a ‘green’ context. This study investigated what factors influence the consumption of ‘green’ store brands and national brands by focusing on three important determinants: brand equity, store image and brand identification.Different models are tested in which we incorporate both mediating and moderating effects of these constructs on green brand consumption. Using the context of organic food brands, we conducted a longitudinal online panel study among consumers in Australia, Canada, Germany, the Netherlands, the UK and the US. Participants completed a self-administered questionnaire and, for each country, received either a questionnaire on store brands (n = 562) or on national brands (n = 302). Multiple regression analyses showed that for store brands, brand equity and brand identification had a positive direct effect on brand consumption. Additional analyses indicated that brand equity was not mediated by store image, but that store image moderated the effect of brand equity on brand consumption. For national brands, store image and brand identification had a positive direct effect on brand consumption. Mediation analysis showed partial mediation of brand equity by store image. We did not find a moderating effect of brand equity on brand consumption for national brands.Our findings indicate that for ‘green’ store brands, the relationship between brand equity and consumption is strengthened by consumers’ image of the store. In contrast, for national brands, the relationship between consumers’ brand equity and brand consumption is not strengthened but actually partially determined by the current image of the store where that brand is sold. In addition, identification with the green brand seems to play an important role in brand consumption for both store brands and national brands.

THE ROLE OF PERCEIVED BRAND TRAITS IN INTERACTIVE CSR ADVERTISING AND CONSUMER ENDORSEMENTS ON FACEBOOK

Anne-Marie van Prooijen,Jos Bartels 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Consumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research focused on whether perceived interactivity of CSR advertising leads to the attribution of moral, sociable, and competent brand traits, and which of these traits could in turn promote positive electronic word-of-mouth (eWOM) intentions on Facebook. A Facebook CSR advertisement was presented to participants (N=174), after which perceived interactivity, perceived traits, and eWOM intentions were assessed. Higher levels of perceived interactivity were associated with stronger attributions of morality, sociability, and competence traits to brands. Yet, only perceived brand morality was associated with consumers’ willingness to endorse the brand and its CSR message on Facebook. These findings underline the importance of brands’ openness to dialogue regarding the promotion of CSR activities. Furthermore, these findings suggest that consumers are most likely to feel that brands can represent their identity when brand morality is considered to be high. Despite the importance of eWOM for corporate outcomes, few studies have addressed which processes might underlie the relation between interactive advertising and consumers’ eWOM intentions. The current research contributes to the literature in this field by considering the attribution of humanlike personality traits to brands as possible explanatory variables.

GREEN BRANDING: STORE BRANDS VERSUS NATIONAL BRANDS

Machiel J. Reinders,Jos Bartels 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Next to brand manufacturers, retailers are increasingly incorporating ‘green’ issues in their store brands. Although a lot of studies are devoted to comparing store brands with national brands (e.g., Steenkamp et al., 2010), there is limited research that compares these two types of brands in a ‘green’ context. This study investigated what factors influence the consumption of ‘green’ store brands and national brands by focusing on three important determinants: brand equity, store image and brand identification.Different models are tested in which we incorporate both mediating and moderating effects of these constructs on green brand consumption. Using the context of organic food brands, we conducted a longitudinal online panel study among consumers in Australia, Canada, Germany, the Netherlands, the UK and the US. Participants completed a self-administered questionnaire and, for each country, received either a questionnaire on store brands (n = 562) or on national brands (n = 302). Multiple regression analyses showed that for store brands, brand equity and brand identification had a positive direct effect on brand consumption. Additional analyses indicated that brand equity was not mediated by store image, but that store image moderated the effect of brand equity on brand consumption. For national brands, store image and brand identification had a positive direct effect on brand consumption. Mediation analysis showed partial mediation of brand equity by store image. We did not find a moderating effect of brand equity on brand consumption for national brands.Our findings indicate that for ‘green’ store brands, the relationship between brand equity and consumption is strengthened by consumers’ image of the store. In contrast, for national brands, the relationship between consumers’ brand equity and brand consumption is not strengthened but actually partially determined by the current image of the store where that brand is sold. In addition, identification with the green brand seems to play an important role in brand consumption for both store brands and national brands.