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

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.



Citation:

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.

Authors

Shuili Du, Boston University, USA
C.B. Bhattacharya, Boston University, USA
Sankar Sen, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More

Featured

A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.