Corporate Social Responsibility: Corporate Identity and Purchase Intention - Annotated Bibliography Example

Case summary Instituition Name Date 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 development David & 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 questions To 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. The article presents a study that is investigative of the role of mass media contents on the support the European Union (EU) gets from the public with respect to television and newspapers. In the explorative study, the authors also present consciousness to other factors affecting public attitude and the resultant support given. These are factors such as economic policies, immigrations issues, domestic political dynamics as well as cognitive mobilization. It seeks to fill in gaps left by communication studies that are deficient of media effects on public support on the EU. The main concept of the paper is built on the tenets of Europhobe and Europhile that detail the general approach of the public to EU as integration. Further on, this is built on by a link between media and EU affairs. The authors use communication theories as a basis of the hypotheses. Hypotheses With a focus on the communication dynamics affecting EU’s public support, the study hypothesizes that there is a relationship between media content, consistency and tone on one side and the kind of support given to the EU. Additionally, it posits on relationships that are dependent on attitudes and characteristics of individuals and groups. These hypotheses are related to previous studies enhancing the exploratory nature of the study. However, they are not clearly stated. Methodology, design and procedures The study uses a natural experimental design that entails the use of two data sets: media content analysis prior to the European Council December 2002 meeting and panel surveys. In the two-wave surveys, Dutch and Danish adult respondents were randomly sampled. The choice of countries is justified on the basis of EU support levels and the comparability of their economies. The two surveys had a total of 3,424 which is relatively well representative of the general populations, in the view of this critique. The dependent variable is the support index for EU enlargement defined on an eight-item scale. The independent variables are gender, age, education and occupation. The surveys are constructed on Likert tenets. The media content analyzed is also specific to the countries programs. The methodology and sampling are adequate given the dynamism of EU media relations and populations represented. It is adequate to test the hypotheses. Data and results The results are presented as a comparison of both countries with more changes being reported in Denmark, contrary to Netherland’s constancy. The role of media content tone and consistence is reported as affecting the support in the build-up for the Council. There was direct correlation between media coverage, its tone and consistency, and change of support for EU enlargement. The data validity and quality is assessed using the standard Eurobarimeter in which the data scored relatively high above Eurobarometer 50. Use of the natural experimental design also enhanced this as it allowed use of several data sets. Overall, the article fills into the gaps and adequately tests hypotheses. Its relational focus on other factors affecting support for EU is vital in presenting media as an integrative element. Grunig, L., 1992. Matching public relations research to the problem: Conducting a special focus group. Journal of public relations research, 1(4). p. 21-43. General overview and concept development Grunig (1992) focuses on the role of focus groups in research as a technique that can be used singly. This is to delineate that it can be used alone and not as a secondary complement to other reseach techniques such as survey. The article intends to delineate on aspects of the technique such as its nature, procedures, its value and applications as well as the limitations there are. The main concept of the article is focus groups and the role of this technique in research. although the author does not give an implicit definition of this subject, it is dealt with from the point of view of case study. The concept is enshrined in the tenets of previous literatue that focus groups can be a stand-alone technique with regard to P.R field. However, it is developed from the focus of mental health care and the stigma from health-care givers. Focus groups is developed on the tenets of open communication which is equally paramount in mental health care. Hypotheses and methodology. This focus informs the development of hypotheses. It is posited that focus groups can be used not only as research design standing out on its own rather than being primarily a compelement to other, but also as means of open and direct communications in public relations. In testing these hypotheses, the article does not delineate its choice methodology. However, the author is indicative of the literature review approach. This review is specific to previous studies using the technique but in several fields of study: sociology and social psychology. This presents a defined scope. However, this scope constrains the article from application in other areas of study. The strength of the article’s approach is the use of case study- mental illness. The author presents a reflection of his involvement in a conference on mental health that relied on focused groups. It also makes reference to other societal areas in which public relations should be built on two-way open communications: HIV/AIDS, homosexuality and eating disorders. The participants of the conference had been violence victims diagnosed with various illnesses. Results In the case, the results are not explicitly delineated. As such, the hypotheses testing is unclear. The relation to general public relations is also not explicit inspite of prior mentioning. The article concentrates much on the conference reflections rather than its spelt out intention. Resultant implications on public relations are thus unattended. The aspects of focus groups delineated in the introductory remarks are scarcely explored. One can only derive them from the events in the focus groups. However, the article delineates what makes the technique ineffective such as stigma, balance between homogenity and heterogenity, data recording as well as numbers per group. Conclusions This is a summary and critique of articles in the area of corporate communications. In first article, David & Kline (2006) suggest a model based on duality of corporate identity with respect to CSR and purchasing intentions. Though its sampling is based on convinience thereby limiting generalization, the article demonstrates objectivity in data quality and presentation. It successifully tests the hypotheses. In De Vreese & Boomgaarden (2006) media effect on support for EU is explored. There are two sets of data from two different coutries. The article demonstrates how media content, tone and consistence affect support for EU enlargement prior to and during the European Council of December 2002. Finally, Grunig (1992) intends to demonstrate how focus groups can be used singly in a research, rather than being complementary technique as well as how it can be used in P.R. However, this paper is of the position that Grunig does not adequately meet objectives. References 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. De Vreese, C. & Boomgaarden, H., 2006. Media effects on public opinion about the enlargement of the European Union. JCMS, 44(2), pp. 419-436. Grunig, L., 1992. Matching public relations research to the problem: Conducting a special focus group. Journal of public relations research, 4(1), pp. 21-43. Read More