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Stakeholder Responses Toward Fast Food Chains’ CSR: Public Health-Related Versus Generic Social Issue-Related CSR Initiatives

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Abstract:

This study examined the effects of CSR initiatives conducted by fast food chains (public health-related CSR vs. generic social issue-related CSR) on stakeholders’ perceived CSR motives, supportive word of mouth intent, investment intent, and purchase intent. Whether a healthier chain image makes any difference in their responses was studied. The experiment study using stakeholder samples found that a positively perceived CSR motive engendered favorable behavioral intentions. For an ordinal fast-food restaurant, generic social issue-related CSR programs elicited more positive perception of CSR motives, supportive word of mouth intent and investment intent. When a company has a healthier image, stakeholders did not distinguish between CSR types and showed neutral to slightly positive reactions in terms of perceived CSR motives and intents.
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Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p980632_index.html
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MLA Citation:

Kim, Yeonsoo. and Zapata-Ramos, Mari Luz. "Stakeholder Responses Toward Fast Food Chains’ CSR: Public Health-Related Versus Generic Social Issue-Related CSR Initiatives" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2018-02-13 <http://citation.allacademic.com/meta/p980632_index.html>

APA Citation:

Kim, Y. and Zapata-Ramos, M. , 2015-05-21 "Stakeholder Responses Toward Fast Food Chains’ CSR: Public Health-Related Versus Generic Social Issue-Related CSR Initiatives" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2018-02-13 from http://citation.allacademic.com/meta/p980632_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examined the effects of CSR initiatives conducted by fast food chains (public health-related CSR vs. generic social issue-related CSR) on stakeholders’ perceived CSR motives, supportive word of mouth intent, investment intent, and purchase intent. Whether a healthier chain image makes any difference in their responses was studied. The experiment study using stakeholder samples found that a positively perceived CSR motive engendered favorable behavioral intentions. For an ordinal fast-food restaurant, generic social issue-related CSR programs elicited more positive perception of CSR motives, supportive word of mouth intent and investment intent. When a company has a healthier image, stakeholders did not distinguish between CSR types and showed neutral to slightly positive reactions in terms of perceived CSR motives and intents.


 
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