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  • CSR - Bi

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    CSR can positively influence customer perceptions of a company by reducing perceived risk and increasing familiarity. When customers have imperfect information about a company's products, CSR activities can act as signals to communicate the company's values and operations. Engaging in CSR reassures customers during decision making and serves as a form of "insurance" when assessing product quality. Building an emotional connection with customers through CSR makes a brand's image more resilient against competitive pressures. Therefore, CSR is an important part of maintaining a favorable brand image that allows companies to effectively operate in competitive environments.

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    CSR - BI

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    CSR can positively influence customer perceptions of a company by reducing perceived risk and increasing familiarity. When customers have imperfect information about a company's products, CSR activities can act as signals to communicate the company's values and operations. Engaging in CSR reassures customers during decision making and serves as a form of "insurance" when assessing product quality. Building an emotional connection with customers through CSR makes a brand's image more resilient against competitive pressures. Therefore, CSR is an important part of maintaining a favorable brand image that allows companies to effectively operate in competitive environments.

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    5 views1 page

    CSR - Bi

    Uploaded by

    phatpham.31211021082
    CSR can positively influence customer perceptions of a company by reducing perceived risk and increasing familiarity. When customers have imperfect information about a company's products, CSR activities can act as signals to communicate the company's values and operations. Engaging in CSR reassures customers during decision making and serves as a form of "insurance" when assessing product quality. Building an emotional connection with customers through CSR makes a brand's image more resilient against competitive pressures. Therefore, CSR is an important part of maintaining a favorable brand image that allows companies to effectively operate in competitive environments.

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    © All Rights Reserved
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    CSR => BI

    A company's image is an asset that requires favorableness and familiarity as it creates an impact
    on customer perceptions about the operations of the firm (Kang & James, 2004). A customer's
    choice of purchase is influenced by perceived risk and benefit. Perceived risk, the anticipated
    negative utility associated with purchasing a specific brand, might arise from a lack of product
    understanding or ambiguity. (He & Lai, 2012). Due to the information asymmetry that always
    exists between a business and its clients, it must employ signals to communicate the features of
    its offerings and operations. (Chen & He, 2003). Customers may get signals from brands that
    practice corporate social responsibility (CSR) that reassure them in their decision-making (He &
    Lai, 2012). When a consumer assesses the quality of a product, CSR serves as an instance of an
    "insurance policy" (Klein & Dawar, 2004). Furthermore, Lynch & de Chernatony (2004) noted
    that emotional brand values are seen to be more resilient and less prone to be lost due to
    competitive activities. As a result, CSR becomes an imperative emotional component of the
    brand's image to continue operating in an increasingly competitive environment. (Ramesh et al.,
    2018)

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