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Exploring the Social and Business Returns of a Corporate Oral Health Initiative Aimed at Disadvantaged Hispanic Families

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  • Shuili Du
  • Sankar Sen
  • C. B. Bhattacharya

Abstract

This research investigates the impact of a corporate oral health initiative aimed at disadvantaged Hispanic families, especially the children. We find that the initiative promotes oral health behaviors only among less acculturated families. Moreover, it does so by both enhancing participant children's beliefs about the physical and psychosocial benefits of oral health behaviors and strengthening the link between the psychosocial beliefs and behaviors. We also find that when parents of the participant children believe that the program has been beneficial to them, they are willing to engage in reciprocal behaviors, such as purchasing and supporting the corporate sponsor's products. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Shuili Du & Sankar Sen & C. B. Bhattacharya, 2008. "Exploring the Social and Business Returns of a Corporate Oral Health Initiative Aimed at Disadvantaged Hispanic Families," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 483-494, April.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:3:p:483-494
    DOI: 10.1086/588571
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    1. repec:oup:jconrs:v:49:y:2023:i:5:p:926-939. is not listed on IDEAS
    2. Simona Romani & Silvia Grappi & Richard P. Bagozzi, 2016. "Corporate Socially Responsible Initiatives and Their Effects on Consumption of Green Products," Journal of Business Ethics, Springer, vol. 135(2), pages 253-264, May.
    3. Yuhei Inoue & Aubrey Kent, 2014. "A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(4), pages 621-633, June.
    4. Shuili Du & Valérie Swaen & Adam Lindgreen & Sankar Sen, 2013. "The Roles of Leadership Styles in Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 114(1), pages 155-169, April.
    5. Laura Illia & Elena Alberti & Grazia Murtarelli & Elanor Colleoni, 2022. "Being best in the world or best for the world? Fostering CSR cooperative behaviors through communication," Italian Journal of Marketing, Springer, vol. 2022(2), pages 173-202, June.
    6. Daniel Korschun & CB Bhattacharya & Scott D. Swain, 2011. "Corporate social responsibility, customer orientation, and the job performance of frontline employees," ESMT Research Working Papers ESMT-11-05 (R1), ESMT European School of Management and Technology, revised 19 Jul 2013.
    7. Saraiva, Andrea & Pinto, Patrícia, 2015. "Placing Social Marketing in the Practice of Corporate Social Responsibility: Focusing on Environmental Issues," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 227-238.
    8. C. Bhattacharya & Daniel Korschun & Sankar Sen, 2009. "Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives," Journal of Business Ethics, Springer, vol. 85(2), pages 257-272, April.
    9. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    10. Shuili Du & C. Bhattacharya & Sankar Sen, 2015. "Corporate Social Responsibility, Multi-faceted Job-Products, and Employee Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 319-335, October.
    11. Shuili Du & CB Bhattacharya & Sankar Sen, 2013. "Corporate social responsibility, multi-faceted job-products, and employee outcomes," ESMT Research Working Papers ESMT-13-07, ESMT European School of Management and Technology.
    12. Shuili Du & Edward Vieira, 2012. "Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies," Journal of Business Ethics, Springer, vol. 110(4), pages 413-427, November.
    13. Lin, Hsin-Chen & Bruning, Patrick F., 2024. "Guidelines for sponsorship signaling within socially complex markets," Business Horizons, Elsevier, vol. 67(1), pages 19-30.
    14. Shuili Du & C.B. Bhattacharya & Sankar Sen, 2010. "Corporate social responsibility and competitive advantage: Overcoming the trust barrier," ESMT Research Working Papers ESMT-10-006, ESMT European School of Management and Technology.

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