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Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap

Boulstridge, Emma and Carrigan, Marylyn (2000). Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap. Journal of Communication Management, 4(4) pp. 355–368.

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According to the press at the turn of the year 1999—2000, a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how companies behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial pay-off is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation, and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation in influencing positive consumer purchase behaviour.

Item Type: Journal Article
ISSN: 1363-254X
Academic Unit/Department: Faculty of Business and Law (FBL)
Item ID: 15171
Depositing User: Users 2400 not found.
Date Deposited: 02 Mar 2009 16:23
Last Modified: 04 Oct 2016 11:48
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