Convergence of Interests--Cultivating Consumer Trust Through Corporate Social Initiatives

Shuili Du, Boston University, USA
C.B. Bhattacharya, Boston University, USA
Sankar Sen, Baruch College, USA
This paper examines the social and business benefits of a corporate social initiative and explicates the link between the social and business interests. We propose that perceived social benefits of a social initiative is a key antecedent to consumer trust in the sponsoring company/brand, which then generates both transactional (i.e., brand purchase) and relational (i.e., advocacy behavior such as word-of-mouth) business benefits. We further expect that intrinsic (but not extrinsic) attributions of a social initiative mediate the relationship between perceived social benefits and trust. Findings from a quasi-experiment involving a real-world social initiative provide support for our hypotheses.
[ to cite ]:
Shuili Du, C.B. Bhattacharya, and Sankar Sen (2007) ,"Convergence of Interests--Cultivating Consumer Trust Through Corporate Social Initiatives", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 687.