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dc.contributor.authorHudak, Ashlea
dc.date.accessioned2019-09-25T15:02:13Z
dc.date.available2019-09-25T15:02:13Z
dc.date.created2016-02-05 18:52
dc.date.issued2008-06-01
dc.identifieroai:scholarcommons.usf.edu:etd-1303
dc.identifierhttp://scholarcommons.usf.edu/etd/304
dc.identifierhttp://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=1303&context=etd
dc.identifier.urihttp://hdl.handle.net/20.500.12424/322067
dc.description.abstractRecently, the use of corporate social responsibility initiatives has grown in popularity and prominence among organizations as research increasingly suggests that these initiatives positively impact the corporation's bottom line. This study contributes to theory driven research in strategic communications by using an experimental design to test the influence of six distinct corporate social responsibility initiatives, as identified by Kotler and Lee (2005), on the beliefs, attitudes, and behavioral intention of message receivers, using Fishbein and Ajzen's (1975, 2005) theory of reasoned action as a theoretical framework. According to Fishbein and Ajzen (1975), attitudes about an object are the result of the total of many varying beliefs about the object. This study extends understanding of the Dual Credibility Model by examining the influence of corporate credibility as a belief set and mediator between organizations and their target publics. This study is uniquely focused on developing a better understanding of how corporate social responsibility initiatives influence corporate credibility and corporate social responsibility beliefs. Findings do not indicate significant differences among corporate social responsibility initiatives. Only significant differences between using and not using an initiative were found. However, among the initiatives cause related marketing demonstrated the highest mean score, although not a significant difference. CSR initiatives do influence belief sets, specifically CSR beliefs. The corporate credibility/ trust belief set showed the strongest positive influence on attitude toward the advertisement and attitude toward the organization. Attitude towards the organization demonstrated a significant influence on behavioral intention toward the organization. These results support the theory of reasoned action. Exploratory research found that corporate credibility/trust and corporate credibility/expertise directly and significantly influenced behavioral intention toward the organization, suggesting an extension of the theory within the context of corporate credibility.
dc.format.mediumapplication/pdf
dc.publisherScholar Commons
dc.rightsdefault
dc.sourceGraduate Theses and Dissertations
dc.subjectCorporate credibility
dc.subjectCorporate social responsibility
dc.subjectTheory of reasoned action
dc.subjectChipotle
dc.subjectAmerican Studies
dc.subjectArts and Humanities
dc.titleAn experimental analysis of the influence of corporate social responsibility initiatives on beliefs, attitudes and behavioral intentions within the context of corporate credibility
dc.typetext
ge.collectioncodeBC
ge.dataimportlabelOAI metadata object
ge.identifier.legacyglobethics:6890170
ge.identifier.permalinkhttps://www.globethics.net/gel/6890170
ge.lastmodificationdate2016-03-21 16:21
ge.submissions0
ge.oai.exportid53
ge.oai.repositoryid7609
ge.oai.setnameMass Communications
ge.oai.setnameCollege of Arts and Sciences
ge.oai.setnameGraduate Theses and Dissertations
ge.oai.setnameGraduate School
ge.oai.setnameMass Communications Theses and Dissertations
ge.oai.setspecpublication:com
ge.oai.setspecpublication:cas
ge.oai.setspecpublication:etd
ge.oai.setspecpublication:grad
ge.oai.setspecpublication:com_etd
ge.oai.streamid1
ge.setnameGlobeEthicsLib
ge.setspecglobeethicslib
ge.linkhttp://scholarcommons.usf.edu/etd/304
ge.linkhttp://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=1303&context=etd


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