David, P. & Kline, S., 2006. Corporate Social Responsibility, practices, corporate identity and purchase intention: A dual-process model. Journal of Public Relations research, 17(3), pp. 291-313.Concept developmentDavid & Kline (2006) have a focus majorly on the role of corporate social responsibility (CSR) and corporate identity on consumers’ purchase intentions. In this regard they propose a model detailing a dual-process relationship whose focus is on purchasing intention. The article is empatic on the duality of CRS and corporate identity, as well as familiarity of consumers of with organization’s CSR activities which is factored-in as a an indicator of publicity effectiveness.
The concept of duality, relatively extensively enshrined in the paper, is developed through a range of steps. The article firstly focuses on duality of corporate identity. In this, the diversity of its effects are presented, specific to various audiences. The difference betweeen marketing and public relations are presented under the tenets of corporate expertise and CSR. Using extensive theoretical on concepts above, the article posits the dual-process model suggesting that CSR has effects on corporate identity dimensions, thereby influencing purchase intention. In the view of this paper, there are two variables: corporate identity and purchasing intention.
However, the article provides very scarce information on the dependent variable- purchasing intention. Research questionsTo test the suggested model, the article focuses on the effect of CSR activities on both dimensions of corporate identity and the resultant effect of the latter on purchasing intention. It also seeks to identify the type of relationship betweeen CSR practices and purchase dimensions and thus delineate the dynamics of the relationship amongst CSR, identity and purchasing intentions. The research is based on five corporaties: Nike, Microsoft, Exxon, Wendy’s and Phillip Morris.
The article provides rationale behind this choice. Research methodology, sampling and data validity Based on the five corporations used, the research methodology is survey. It seeks qualitative data to explain the relationship of the components. However, the article does not indicate this. Being correlational, survey is justifiable providing a wide range of data. The article uses non-probability method to select 395 students enrolled for communication classes. In the critique’s position, this is a convinience sample which may not be objective for generalization.
Additionally, out of the total, only 176 responses are valid from online questionnaires. The sample may also provide skewed responses, given their exposure to communication concepts. Additionally, the focus on purchasing intentions would require that an elder population is selected that can respond adequately to the purchasing behaviors. Data value and results presentation To ensure data validity, the article provides procedures used. scales and measures were developed from scales in other literature. As such, data was validated differently and indepently as per the tested part of the model.
This on the tenets of validity, credibility and reliability. Results are presented in two-folds. CSR effects on corporate identity is first reported after which a path analysis is done. This is central in testing the hypothesized model. Path analysis is specified to individual corporates selected. De Vreese, C. & Boomgaarden, H., 2006. Media effects on public opinion about the enlargement of the European Union. JCMS, 44(2), pp. 419-436.