000			01591nam a22002057a 4500
999			_c49754 _d49754
003			OSt
005			20180512122213.0
008			180512b ||||| |||| 00| 0 eng d
100			_aKang, Bohyeon _931477
245			_aCorporate Social Responsibility and Word - of - Mouth Intention
300			_a7-20 p.
520			_aCompanies have invested substantial resources in corporate social responsibility (CSR) initiatives in part to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various firm level strategic objectives and gain competitive advantage. This paper examined the effectiveness of CSR in generating word - of - mouth and integrated the literature in CSR with the literature on WOM and demonstrated the linkages between the two. We tested the model with survey data from consumers in Korea. This was further supplemented with qualitative depth interviews in the United States. The results suggested that CSR image influenced trust and loyalty, and that trust and loyalty had a positive influence on WOM intentions. This research demonstrated that CSR activities could help with generating WOM and should motivate companies to engage in CSR, thus benefiting various stakeholders and society at large.
653			_aCSR
653			_aLoyalty
653			_aTrust
653			_aWOM
700			_aRupesh, Kumar, M. _931478
773	0		_030302 _970366 _aGILANI, MEENAKSHI _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o5558691 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cJA-ARTICLE