The influence of a retailer's corporate social responsibility program on re-conceptualizing store image

Shruti Gupta, Julie Pirsch

Research output: Contribution to journalArticle

76 Scopus citations

Abstract

The construct of retail store image is typically built based on a variety of the store's functional attributes. This conceptualization fails to consider the role of corporate social responsibility (CSR) polices and practices in forming store image. Results from a study of 460 consumers indicate CSR influences consumer store image. CSR is particularly effective at influencing store image when the retailer experiences a positive performance perception among its customers. Consumers shopping at such stores are more receptive to CSR programs, and experience significant increases in their level of satisfaction and loyalty to the store through the addition of these programs.

Original languageEnglish (US)
Pages (from-to)516-526
Number of pages11
JournalJournal of Retailing and Consumer Services
Volume15
Issue number6
DOIs
StatePublished - Nov 1 2008

All Science Journal Classification (ASJC) codes

  • Marketing

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