While companies devoting significant resources to corporate social responsibility (CSR) initiatives, understanding the optimal design, implementation and evaluation of CSR strategies are currently insufficient. Takes an in-depth look at what, when, why and how the CSR from the perspective of the consumer. In contrast to the simple, monotonic relationship between CSR and consumer buying behavior manifests itself in the market surveys, this paper proposes a more complex, conventional model of consumer responses to CSR. Articulates both internal results (eg, knowledge, attitudes, attachment) and external outcomes (eg, word of mouth, purchase, loyalty) corporate social responsibility initiatives, not only for the company but also the consumer, and the issue of CSR / cause. Outlines the key factors that are likely to moderate the extent to which inputs lead to internal results and interim results lead to the outside. This framework can help guide us in the development and implementation of their CSR initiatives, and assess the effectiveness of these initiatives. "Hide
by CB Bhattacharya, Sankar Sen Source: California Management Review 17 pages. Publication Date: November 1, 2004. Prod. #: CMR295-PDF-ENG
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