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Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale

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  • Joo, Soyoung
  • Miller, Elizabeth G.
  • Fink, Janet S.

Abstract

Authenticity is a critical concept affecting consumers' judgments of brands, as well as CSR programs. However, while much research has examined the impact of authenticity, there is less understanding regarding the dimensions that influence consumers' perceptions of authenticity, especially within the CSR domain. Thus, the purpose of this research is (1) to identify the dimensions of CSR authenticity and (2) to develop and validate a multi-dimensional scale to assess it. Our findings support a seven-dimensional scale with the following dimensions: community link, reliability, commitment, congruence, benevolence, transparency, and broad impact. In addition, our findings support the efficacy of CSR authenticity for predicting positive consumer attitudes and intentions toward the firm. Marketing implications are discussed.

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  • Joo, Soyoung & Miller, Elizabeth G. & Fink, Janet S., 2019. "Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale," Journal of Business Research, Elsevier, vol. 98(C), pages 236-249.
    • Handle: RePEc:eee:jbrese:v:98:y:2019:i:c:p:236-249
    DOI: 10.1016/j.jbusres.2019.01.060
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    17. Rayne, Daniel & Leckie, Civilai & McDonald, Heath, 2020. "Productive partnerships? Driving consumer awareness to action in CSR partnerships," Journal of Business Research, Elsevier, vol. 118(C), pages 49-57.
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    20. Virginia S. Harrison & Michail Vafeiadis & Joseph Bober, 2022. "Greening Professional Sport: How Communicating the Fit, Proximity, and Impact of Sustainability Efforts Affects Fan Perceptions and Supportive Intentions," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    21. Varsha Singh & Sakshi Kathuria & Deepika Puri & Bharat Kapoor, 2023. "Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1698-1711, July.
    22. Fabian Bartsch & Katharina Petra Zeugner-Roth & Constantine S. Katsikeas, 2022. "Consumer authenticity seeking: conceptualization, measurement, and contingent effects," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 296-323, March.
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    24. Appel Mahmud & Donghong Ding & Ataullah Kiani & Md. Morshadul Hasan, 2020. "Corporate Social Responsibility Programs and Community Perceptions of Societal Progress in Bangladesh: A Multimethod Approach," SAGE Open, , vol. 10(2), pages 21582440209, May.
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