This moderating effect of CSR support is implicit in prior research into the

This moderating effect of csr support is implicit in

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low CSR support)."* This moderating effect of CSR support is implicit in prior research into the role of "cause affinity among key constituents" (Drumwright 1996), "importance of issue lo self (Haley 1996). and "personal relevance" (Creyer and Ross 1997) in consumers' reactions to CSR. More generally, because organizational identification is motivated at least in part hy people's need to maintain a con- sistent, positive self image (Dutton, Dukerich. and Harquail 1994). consumers arc more likely to identify with a com- pany when the domain of its CSR efforts is one that they themselves support. In summary. gh [hcse terms hiivc been used inicrchangeably in prior research, lor the purpose of consistency we u.sc the tertn "character" to denote the CSR-reluted dimension of a company's iiientity. H|: A company's CSR initiatives will increase consumers' per- ceptions of C-C congruence. Hi: The relationship between a company's CSR initiatives and consumers' C-C congruence perceptions will be moderated by the consumers' support of the CSR dotTiain. The CSR- induced changes in C-C congruence perceptions will be greater for consumers who are more .supportive of tbe CSR domain. Effect of CSR on Company Evaluations Much research attests to the positive effects of people's P-O congruence perceptions on their organization-relaled beliefs and actions. For example. Kristof (1996) presents evidence from a range of organizational settings and among different organizational stakeholders of the positive ellects of P-O congruence on organizational preferences (e.g., job cboice decisions), job satisfaction, organizational commit- ment, and turnover intentions. Tbe consequences of organi- zational identification are similarly positive. Stronger iden- tification with an organization not only strengthens people's desire to seek contact witb and support that organization (i.e., organizational commitment) but also enbances organi- zation-relevant citizensbip bebaviors (Bergami and Bagozzi 2000; Dutton, Dukerich. and Harquail 1994; Mad and Ashforth 1992). In the consumption context, we can expect CSR-induced C-C congruence to have a similarly positive eftect on con- sumers' evaluations of a company (Brown and Dacin 1997) because of consumers' greater commitment lo it and tbe self-enbancing effects of identification. In other words, tbe effect of CSR on consumers' company evaluations is likely to be mediated by consumers' C-C congruence perceptions. Moreover, tbis mediation is likely to be mtxleratcd by con- sumers' CSR support. That is, given the moderaling effect of CSR support on C-C congruence perceptions, the CSR- induced changes in the company evaluations of high-CSR •"Given the consensual support of most CSR domains, we expect most consuiiitirs not lo be actively opposed to most CSR actions. Therefore, we conceplualixe tow CSR suppon as hierally weaker suppod of a CSR dotnain rather ihan negative support (i e.. opposition) and accompanying displeasure, per se.
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Corporate Social Responsibility 229 support consumers are not only likely to be more acute tban evaluations of low-CSR support consumers but also more
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  • Spring '16
  • Corporate social responsibility, CSR Support

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