Study on Craftsman's Spirit and the Cultivation of Contemporary College Students' Sense of Social Responsibility

This study examined consumer evaluation of corporate social responsibility (CSR) activities with a focus on the authenticity and fit of CSR activities and analyzed the influence of consumers’ individual perception based on CSR involvement. We carried out an empirical survey to test the hypotheses presented by a scenario test using a questionnaire of 315 college students. The results showed that higher CSR fit has a positive effect on CSR authenticity and brand attitude. As a result of verifying the moderating effect of CSR involvement, the higher the CSR involvement is, the lower the impact of CSR fit on CSR authenticity. Therefore, consumers with high CSR involvement are less affected by CSR fit in evaluating the authenticity of CSR.

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Exploration of patriotic brand image: its antecedents and impacts on purchase intentions

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-11-2019-0660 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Yufan Li ◽

Weichen Teng ◽

Tien-Tien Liao ◽

Tom M.Y. Lin

Keyword(s):

College Students ◽

Corporate Social Responsibility ◽

Social Responsibility ◽

Brand Image ◽

Purchase Intentions ◽

Corporate Image ◽

Research Model ◽

Content Type ◽

Corporate Integrity ◽

Corporate Social

PurposeThe recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.Design/methodology/approachA research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.FindingsIn addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.Research limitations/implicationsPotential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findingsPractical implicationsWhile patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.Originality/valueThis study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

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College Students' Perception of Philip Morris's Tobacco-Related Smoking Prevention and Tobacco-Unrelated Social Responsibility

Journal of Public Relations Research ◽

10.1080/1062726x.2012.626138 ◽

2012 ◽

Vol 24 (2) ◽

pp. 184-199 ◽

Cited By ~ 19

Author(s):

Yeon Soo Kim ◽

Youjin Choi

Keyword(s):

College Students ◽

Social Responsibility ◽

Smoking Prevention

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ON THE CULTIVATION OF COLLEGE STUDENTS’ SOCIAL RESPONSIBILITY

Social Values and Society ◽

10.26480/svs.02.2020.37.39 ◽

2020 ◽

Vol 2 (2) ◽

pp. 37-39

Author(s):

Chong Li

Keyword(s):

College Students ◽

Social Responsibility ◽

Theoretical Study ◽

Social Identification ◽

Main Body ◽

Identification Guide ◽

The Social ◽

Practical Education ◽

Responsibility Education

The sense of social responsibility refers to the responsibility and obligation that the social subject with special status should take for building a better society. The identification of college students with social responsibility is a process in which college students, as the main body of social identification, guide their behavior and practice according to the standard of the social responsibility they should undertake on the basis of their cognition and understanding of the concept and connotation of social responsibility. Aiming at the cultivation of contemporary college students’ sense of social responsibility, we should combine theoretical study, practical education and mechanism guarantee to achieve the aim of social responsibility education.

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