Email this article 
Hide
Show all
CONNECTING CORPORATE SOCIAL RESPONSIBILITY AND COMPETITIVE ADVANTAGE ON THE RETAIL SECTOR OF BOSNIA AND HERZEGOVINA
Abstract
Many companies are unaware of the influence of CSR activities on customer buying decisions, its correlation with building trust towards the company and its long-term effect on customer loyalty. By focusing the research towards examining the familiarity of customers with the CSR concept and evaluate its general influence on consumer behavior on the retail market of Bosnia and Herzegovina the end goal was to determine possible connection between CSR, trust and customer buying decisions.
Survey data demonstrate, CSR activities are a motivating factor for purchasing decisions in favor of the company implementing them. CSR activities influences the grow of trust which customers have towards the company but not at a much larger scale then the affect on purchasing decisions. Result that seems slightly surprising is that trust towards the company does influence purchasing decisions but at a very low volume. The influence of CSR would grow with consumers comprehension of the concept and information transfer from companies and their activities.
Keywords
References
Babic, M. (2012). “Corporate social responsibility for improving the company's image: Learning for entrepreneurship.†Vol. 2 No. 2: p. 277.
Berens, G., et al. (2005), “Corporate associations and consumer product responses: The moderating role of corporate brand dominance.†Journal of Marketing Vol. 69, No. 3: p. 35-48.
Bertelsmann Foundation (2007). “The social engagement of family businesses: Documentation of the results of a company survey.†Gutersloh.
Bhat, A. (2020). “What is a survey - Definition, Methods, Characteristics and Examples.†https://www.questionpro.com/blog/surveys/, accessed March 3, 2020.
Bhattacharya, C. B., & Sen, S. (2003). “Consumer–company identification: A framework for understanding consumers' relationship with companies.†Journal of Marketing, 67(2): p. 76−88.
Del Mar GarcÃa de los Salmones, M. et al. (2005). “About the combination of quality and ethics a corporation proposes.†p. 372.
Economywatch (2010). “Global Market Economy.â€, https://www.economywatch.com/market-economy/global-market-economy.html, accessed March 06, 2020.
European Commission (2007). “Opportunity and Responsibility: How to help more small businesses to integrate social and environmental issues into what they do.†Brussels.
Folkes, V. S. and M. A. Kamins (1999). “Effects of information about firms' ethical and unethical actions on consumers' attitudes.†Journal of Consumer Psychology 8(3): p. 243-259.
Fornell C. and Larcker D.F. (1981). “Evaluation structural equations models with unobservable variables and measurement error.†Journal of Marketing Research, 18, 1: p. 39-50.
Friedman, M. (1970). “The social responsibility of business is to increase profits.†New York Times
Gil-GarcÃa, J. R., and Pardo, T. A. (2005). “E-government success factors: Mapping practical tools to theoretical foundations.†Government Information Quarterly, 22(2): p. 187-216.
Halilbegovic, S., Arapovic, A., Celebic, N., & Atovic, T. (2019). “Exploratory analysis of blockchain application in trade finance.†European Journal of Economic Studies, 2(8): p. 110-119.
Hoffmann, M. and Maaß, F., (2008). “Corporate social responsibility as a success factor in a stakeholder-related management strategy.†Results of an empirical investigation. Bonn.
Jackson, S.L. (2011) “Research methods and statistics: A critical approach.†4th edition, Cengage Learning, p.17.
Kotler, P. and Lee, N. (2007). “Corporate social responsibility.†Hisperia, Beograd, p. 135.
Lichtenstein, D. R., et al. (2004). “The effects of corporate social responsibility on customer donations to corporate-supported non-profits.†Journal of Marketing, 68(4): p.16-32.
Little A.D. (2003). “Business in the community: The business case for corporate responsibilityâ€. Business in the Community.
Loew, T., et al. (2004). “Importance of the international CSR discussion for sustainability and the resulting demands on companies with focus on reporting.†Berlin, Munster.
Luo, X., and Bhattacharya, C. B. (2006). “Corporate social responsibility, customer satisfaction, and market value.†Journal of Marketing, 70(4): p.1-18.
MacGillivray, A., et al. (2006). “Responsible competitiveness in Europe - Executive summary enhancing European competitiveness through corporate responsibility.†Accountability, European policy center.
Maignan, I. (2001). “Consumer perceptions of corporate social responsibility: A cross cultural comparison.†Journal of Business Ethics, 30 (1): p. 57-73.
Maignan, I., et al. (2007). “Corporate citizenship: Cultural antecedents and business benefits.†Journal of the Academic Marketing Science, 27: p. 455.
Maten, D. and Crane, A., (2005). “Corporate citizenship: Toward an extended theoretical conceptualization.†Academy of Management Review, 30(1): p. 166-179.
McKinsey & Company (2009). “Valuing corporate social responsibility.†McKinsey Global Survey Results.
McWilliams, A. and Siegel, D. (2001). “Corporate social responsibility: A theory of the firm perspective.†Academy of Management Review, 26: p. 117-27.
Mohr, L.A., et al. (2001). “Do consumers expect companies to be socially responsible - The impact of corporate social responsibility on buying behavior.†The Journal of Consumer Affairs 35 (1): p. 45-72.
Murtic, A., Halilbegovic, S., Celebic, N., and Cero, E. (2018). “Antecedents of absorptive capacity in knowledge-transfer projects: What affects the absorptive capacity of the recipient project team?â€. Ecoforum Journal, 7(3).
Perrini, F., et al. (2009). “Going beyond a long-lasting debate: What is behind the relationship between corporate social and financial performance?" Mailand.
Ringle, Christian M., Wende, Sven, and Becker, Jan-Michael. (2015). “SmartPLS 3â€. Bonningstedt: SmartPLS. Retrieved from http://www.smartpls.com
Roussel, P., et al (2002). “Méthodes d’équations structurelles: Recherche et application en gestion.†Paris, Economica.
Slavic, M. (2015). “Corporate social responsibility and socially responsible management.†University of Karlovac-business department, Karlovac, p. 11-12.
Swaen V. and Chumpitaz R.C., (2008). “Impact of corporate social responsibility on consumer trust.†Sage Publishing: Independent publishing of journals, books and electronic media.
Tipuric, D. (1999). “Competitive ability of enterprises.†Sinergija, Zagreb, p. 3.
This work is licensed under a Creative Commons Attribution 3.0 License.