Abstract
The world is getting much more connected as a result of increased globalization, improved transportation, and the explosion of the Internet. In this rapidly changing and connected world, consumers are indicating that they are interested in having access to ethically produced and priced goods with greater ease. Many consumers have become passionate to compensate the negative consequences of their purchase decisions and consumption, instead of merely satisfying only their personal needs (Antil, 1984; Benabou & Tirole, 2010). Furthermore, those consumers create pressure on companies and brands to increase their pro-social activities. As a result, the corporations, besides respecting the legal requirements, are expected to be more sensitive to the consequences of all of their operations on the society’s general welfare. The purpose of this paper is to review and critically discuss the concepts of socially responsible and pro-social behavior from the consumers’ and the organizations’ perspectives. The importance of pro-social reputation to create strong brands is analyzed as discussed in the literature. The impact of changing marketing communication tools is emphasized for the companies that wish to create a difference through socially responsible activities.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Akyıldız M (2007) Sosyal Sorumluluk ve Ahlaki Yaklasımlar Çerçevesinde Pazarlamanın Sürdürülebilir Gelismedeki Rolü. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9(1):18–43
Antil JH (1984) Socially responsible consumers: profile and implications for public policy. J Macromarketing 4:18–39
Aleman-Meza B, Nagarajan M, Sheth AP, Arpinar IP (2006) Semantic Analysis on social networks: experiences in addressing the problem of conflict interest detection. WWW ’06 Proceedings of the 15th international conference on World Wide Web 407–416
Auginis H, Glavas A (2012) What we know and don’t know about corporate social responsibility: a review and research agenda. J Manag 38(4):932–968
Benabou R, Tirole J (2010) Individual and corporate social responsibility. Economica 77(January):1–19
Bir ÇS, Süher İK, Altınbaşak İ (2009) Corporate social responsibility orientation and employer attractiveness. J Yaşar Univ 4(15):2303–2326
Brief P, Motowildo SJ (1986) Prosocial organizational behaviors. Acad Manage Rev 11(4):710–725
Charter M, Peattie K, Ottman J, Polonsky MJ (2002) Marketing and sustainability. Centre for Business Relationships, Accountability, Sustainability and Society (BRASS), in association with The Centre for Sustainable Design, April 2002. http://cfsd.org.uk/smart-know-net/smart-know-net.pdf
Champoux V, Durgee J, McGlynn L (2012) Corporate Facebook pages: when ‘‘fans’’ attack. J Bus Strategy 33(2):22–30
de Chernatony L (1999) Brand management through narrowing the gap between brand identity and brand reputation. J Mark Manage 15(1999):157–179
Daugherty T, Eastin MS, Bright L (2008) Exploring consumer motivations for creating user- generated content. J Interact Advertising 8(2):16–25
Du S, Bhattacharya CB, Sen S (2010) Maximizing business returns to corporate social responsibility (CSR): the role of CSR communication. Int J Manage Rev 2010:8–19
Ethical Consumerism Market Report (2013) Retrieved form http://www.ethicalconsumer.org/portals/0/downloads/ethical_consumer_markets_report_2013.pdf
Feldman LP (1971) New challenge for marketing. J Mark 35(3):54–60
Graham P (1993) Marketing’s domain: a critical review of the development of the marketing concept. Mark Bull 4:1–11
Griskevicius V, Tybur JM, den Bergh BV (2010) Going green to be seen: status, reputation, and conspicuous conservation. J Pers Soc Psychol 98(3):392–404
Gronhoj A, Thogersen J (2012) Action speaks louder than words: the effect of personal attitudes and family norms on adolescents’ pro-environmental behavior. J Econ Psychol 33(2012):292–302
Hardy CL, Van Vugt M (2006) Nice guys finish first: the competitive altruism hypothesis. Pers Soc Psychol Bull 32:1402–1413
Heikkurinen P, Ketola T (2012) Corporate responsibility and identity/ from a stakeholder to an awareness approach. Bus Strategy Environ 21(2012):326–337
Henrich J, Gil-White FJ (2001) The evolution of prestige freely conferred deference as a mechanism for enhancing the benefits of cultural transmission. Evol Hum Behav 22(2001):165–196
Hoeffler S, Keller KL (2002) Building brand equity through corporate societal. J Public Policy Market 21(1):78–89
Kelley SW, Hoffman KD (1997) An invastigation of pro-social behaviors and service quality. J Retail 73(3):407–427
Kim AJ, Ko E (2012) Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. J Bus Res 65(2012):1480–1486
Kotler P, Armstrong G (2012) Principles of marketing. Pearson, Harlow, ENG
Kotler P, Levy SJ (1969) Broadening the concept of marketing. J Mark 33(January):10–15
Milinski M, Semmann D, Krambeck H (2002) Donors to charity gain in both indirect reciprocity and political reputation. Proc R Soc Lond B 269:881–883
Osterhus TL (1997) Pro-social consumer influence strategies: when and how do they work? J Mark 61(4):16–29
Polonsky MJ, Rosenberger III PJ (2001) Reevaluating green marketing: a strategic approach. Bus Horiz Sept–Oct 2001
Pomering A, Johnson LW (2009) Constructing a corporate social responsibility reputation using corporate image advertising. Australas Mark J 17(2009):106–114
Russell DW, Russell CA (2010) Here or there? Consumer reactions to corporate social responsibility initiatives: egocentric tendencies and their moderators. Market Lett 21(2010):65–81
Servaes H, Tomayo A (2013) The impact of corporate social responsibility on firm value: the role of customer awareness. Manage Sci 59(5):1045–1061
Wartick SL, Cochran PL (1985) The evolution of corporate social performance model. Acad Manage Rev 10(4):758–769
Webster FE Jr (1975) Determining the characteristics of the socially conscious consumer. J Consum Res 2(3):188–196
White K, MacDonnell R, Ellard JH (2012) Belief in a just world: consumer intentions and behaviors toward ethical products. J Mark 76:103–118
Willis M, Schor JB (2012) Does changing a light bulb lead to changing the world? political action and the conscious consumer. ANNALS Am Acad Polit Soc Sci 644:160. https://doi.org/10.1177/0002716212454831
Zabkar V, Hosta M (2013) Willingness to act and environmentally conscious consumer behaviour/ can pro-social status perceptions help overcome the gap? Int J Consum Stud 37(2013):257–264
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Altinbasak-Farina, I., Bicer, B. (2018). Social Responsibility Reputation of Brands: A Strategic Approach. In: Çalıyurt, K., Said, R. (eds) Sustainability and Social Responsibility of Accountability Reporting Systems. Accounting, Finance, Sustainability, Governance & Fraud: Theory and Application. Springer, Singapore. https://doi.org/10.1007/978-981-10-3212-7_13
Download citation
DOI: https://doi.org/10.1007/978-981-10-3212-7_13
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-10-3210-3
Online ISBN: 978-981-10-3212-7
eBook Packages: Business and ManagementBusiness and Management (R0)