Research Article
BibTex RIS Cite

KURUMSAL SOSYAL SORUMLULUK ALGISININ SATIN ALMA NİYETİ VE YÜKSEK FİYAT VERME İSTEĞİ ÜZERİNDEKİ GÖRELİ ETKİLERİNİN TESPİTİ

Year 2019, Volume: 8 Issue: 15, 133 - 151, 10.07.2019

Onur İzmir Ahmet Burak Turgut

Abstract

Kurumsal sosyal sorumluluk (KSS), literatürde uzun
bir süredir tartışılagelen bir konudur. Bu çalışmada, KSS’nin satın alma niyetine
(SAN) ve yüksek fiyat verme isteğine (YFVİ) olan etkileri incelenmektedir. Bu
çalışma, ayrıca, KSS kavramının Türkiye’de nasıl algılandığını anlamayı
amaçlamaktadır. Bu bağlamda, çalışmanın mevcut iki amacına ulaşabilmek için analizlerde
nitel ve nicel araştırma yöntemleri uygulanmıştır. İçerik analizi nitel
tasarımda, yapısal eşitlik modellemesi ise nicel tasarımda kullanılmıştır. Çalışmanın
bulguları, KSS’nin SAN’a ve YFVİ’ye pozitif bir etki yaptığını göstermektedir.
KSS’nin SAN üzerindeki göreli etkisi YFVİ’den daha yüksektir. KSS’nin SAN ve
YFVİ üzerindeki etkilerinin, işletmelerin KSS uygulamaları konusunda bilgi
düzeyi düşük ve KSS’ye verilen önem düzeyi yüksek olan tüketicilerde, daha
yüksek olduğu tespit edilmiştir. KSS, tüketicilerin ürün, marka ve işletmeye
yönelik pozitif algı, tutum ve davranışlar geliştirmesini sağlamaktadır.
Türkiye bağlamında, KSS’yi farklı şekillerde algılayan dört tüketici kümesi
belirlenmiştir. KSS kavramı, bu tüketici kümeleri tarafından ikiyüzlülük ve
erdem arasındaki bir doğruda algılanmaktadır.

Keywords

KSS Satın Alma Niyeti Yüksek Fiyat KSS Tanımı

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of personality and social psychology, 37(6), 913.Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.Bayraktaroğlu, G., İlter, B., & Tanyeri, M. (2009). Kurumsal sosyal sorumluluk: pazarlamada yeni bir paradigmaya doğru. Literatür Yayıncılık.Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California management review, 47(1), 9-24.Bowen, H. R., & Johnson, F. E. (1953). Social responsibility of the businessman. Harper.Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of management review, 4(4), 497-505.Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.Carroll, A. B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business & society, 38(3), 268-295.Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International journal of management reviews, 12(1), 85-105.Creyer, E. H., & Ross Jr, W. T. (1997). Tradeoffs between price and quality: How a value index affects. Journal of Consumer Affairs, 31(2), 280-302.David, P., Kline, S., & Dai, Y. (2005). Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention: A Dual-Process Model. Journal of Public Relations Research, 17(3), 291–313.Davis, K. (1960). Can business afford to ignore social responsibilities?. California management review, 2(3), 70-76.Drucker, P. F. (1984). Converting social problems into business opportunities: The new meaning of corporate social responsibility. California Management Review (Pre-1986), 26(000002), 53.Erdoğan, B. Z. (2009). Pazarlama: Küresel krizin suçlusu mu, kurtarıcısı mı?. Tüketici ve Tüketim Araştırmaları Dergisi, 1(1), 41-51.Erdoğan, B. Z., & Çifci, S. D. (2015). UYGULAMALI SENTEZ BİR SOSYAL BİLİM OLARAK PAZARLAMA.Erdoğan, B. Z. (2018). Bilim Olarak Pazarlama. Beta.Fishbein, M., & Ajzen, I. (1975). Belief, attitude, and behavior: An introduction to theory and research. Reading, Mass.: Addison Wessley.Frederick,W. C. (1960). The growing concern over business responsibility. California Management Review, 2, 54-61.Fornell, C., & Larcker, D. F. (1981a). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.Fornell, C., & Larcker, D. F. (1981b). Structural equation models with unobservable variables and measurement error: Algebra and statistics.Friedman, M. (2007). The social responsibility of business is to increase its profits. In Corporate ethics and corporate governance (pp. 173-178). Springer, Berlin, Heidelberg.Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.Jahdi, K. S., & Acikdilli, G. (2009). Marketing communications and corporate social responsibility (CSR): Marriage of convenience or shotgun wedding?. Journal of Business Ethics, 88(1), 103-113.Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, 125(2), 253-265.Kline, R. B. (2005). Principles and practice of structural equation modeling. New York: Guilford Press.Kotler, P. (1972). Marketing Management: Analysis, Planning and Control, New Jersey, Prentice-Hall.Krishnamurthy, P., & Sivaraman, A. (2002). Counterfactual thinking and advertising responses. Journal of Consumer Research, 28(4), 650-658.Lee, K. H., & Shin, D. (2010). Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention. Public Relations Review, 36(2), 193-195.Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of marketing, 68(4), 16-32.Maignan, I., & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument-Concepts, evidence and research directions. European journal of marketing, 35(3/4), 457-484.McWilliams, A., & Siegel, D. (2000). Corporate Social Responsibility and Financial Performance: Correlation or Misspecification? Strategic Management Journal, 21(5), 603-609.McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of management review, 26(1), 117-127.Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer affairs, 35(1), 45-72.Okan, T., Peker, I., & Demirelli, S. (2015). A corporate social responsibility framework for mining sector using analytic network process. International Business Research, 8(12), 9.Orlitzky, M., Schmidt, F. L., & Rynes, S. L. (2003). Corporate social and financial performance: A meta-analysis. Organization studies, 24(3), 403-441.Ostrom, T. M. (1969). The relationship between the affective, behavioral, and cognitive components of attitude. Journal of experimental social psychology, 5(1), 12-30.Öberseder, M., Schlegelmilch, B. B., & Gruber, V. (2011). “Why don’t consumers care about CSR?”: A qualitative study exploring the role of CSR in consumption decisions. Journal of business ethics, 104(4), 449-460.Özçelik, F., Öztürk, B. A., & Gürsakal, S. (2014). Investigating the relationship between corporate social responsibility and financial performance in Turkey. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 28(3).Pérez, A., & Del Bosque, I. R. (2013). Measuring CSR image: three studies to develop and to validate a reliable measurement tool. Journal of business ethics, 118(2), 265-286.Pomering, A., & Dolnicar, S. (2009). Assessing the prerequisite of successful CSR implementation: are consumers aware of CSR initiatives?. Journal of business ethics, 85(2), 285-301.Porter, M. E., & Kramer, M. R. (2006). Strategy and society: the link between corporate social responsibility and competitive advantage. Harvard business review, 84(12), 78-92.Rahim, R. A., Jalaludin, F. W., & Tajuddin, K. (2011). The importance of corporate social responsibility on consumer behaviour in Malaysia. Asian academy of management journal, 16(1), 119-139.Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.Schmeltz, L. (2014). Identical or just compatible? The utility of corporate identity values in communicating corporate social responsibility. International Journal of Business Communication, 51(3), 234-258.Smith, N. C., Read, D., & Lopez-Rodriguez, S. (2010). Consumer perceptions of corporate social responsibility: The CSR halo effect. SSRN Electronic Journal, 23.Sprinkle, G. B., & Maines, L. A. (2010). The benefits and costs of corporate social responsibility. Business Horizons, 53(5), 445-453.Şimşek, M. Ş., Akgemci, T., & Çelik, A. (2003). Davranış Bilimlerine Giriş ve Örgütlerde Davranış (3. Baskı). Konya: Adım Matbaacılık ve Ofset.Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of business ethics, 101(2), 197-212.Votaw, D. (1972). Genius becomes rare: A comment on the doctrine of social responsibility Pt. I. California management review, 15(2), 25-31.Waddock, S. A., & Graves, S. B. (1997). The corporate social performance-financial performance link. Strategic management journal, 303-319.Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(6), 77-91.Zadek, S. (2004). The path to corporate responsibility. Harvard business review, 82(12), 125-133.

Year 2019, Volume: 8 Issue: 15, 133 - 151, 10.07.2019

Onur İzmir Ahmet Burak Turgut

Abstract

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of personality and social psychology, 37(6), 913.Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.Bayraktaroğlu, G., İlter, B., & Tanyeri, M. (2009). Kurumsal sosyal sorumluluk: pazarlamada yeni bir paradigmaya doğru. Literatür Yayıncılık.Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California management review, 47(1), 9-24.Bowen, H. R., & Johnson, F. E. (1953). Social responsibility of the businessman. Harper.Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of management review, 4(4), 497-505.Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.Carroll, A. B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business & society, 38(3), 268-295.Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International journal of management reviews, 12(1), 85-105.Creyer, E. H., & Ross Jr, W. T. (1997). Tradeoffs between price and quality: How a value index affects. Journal of Consumer Affairs, 31(2), 280-302.David, P., Kline, S., & Dai, Y. (2005). Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention: A Dual-Process Model. Journal of Public Relations Research, 17(3), 291–313.Davis, K. (1960). Can business afford to ignore social responsibilities?. California management review, 2(3), 70-76.Drucker, P. F. (1984). Converting social problems into business opportunities: The new meaning of corporate social responsibility. California Management Review (Pre-1986), 26(000002), 53.Erdoğan, B. Z. (2009). Pazarlama: Küresel krizin suçlusu mu, kurtarıcısı mı?. Tüketici ve Tüketim Araştırmaları Dergisi, 1(1), 41-51.Erdoğan, B. Z., & Çifci, S. D. (2015). UYGULAMALI SENTEZ BİR SOSYAL BİLİM OLARAK PAZARLAMA.Erdoğan, B. Z. (2018). Bilim Olarak Pazarlama. Beta.Fishbein, M., & Ajzen, I. (1975). Belief, attitude, and behavior: An introduction to theory and research. Reading, Mass.: Addison Wessley.Frederick,W. C. (1960). The growing concern over business responsibility. California Management Review, 2, 54-61.Fornell, C., & Larcker, D. F. (1981a). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.Fornell, C., & Larcker, D. F. (1981b). Structural equation models with unobservable variables and measurement error: Algebra and statistics.Friedman, M. (2007). The social responsibility of business is to increase its profits. In Corporate ethics and corporate governance (pp. 173-178). Springer, Berlin, Heidelberg.Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.Jahdi, K. S., & Acikdilli, G. (2009). Marketing communications and corporate social responsibility (CSR): Marriage of convenience or shotgun wedding?. Journal of Business Ethics, 88(1), 103-113.Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, 125(2), 253-265.Kline, R. B. (2005). Principles and practice of structural equation modeling. New York: Guilford Press.Kotler, P. (1972). Marketing Management: Analysis, Planning and Control, New Jersey, Prentice-Hall.Krishnamurthy, P., & Sivaraman, A. (2002). Counterfactual thinking and advertising responses. Journal of Consumer Research, 28(4), 650-658.Lee, K. H., & Shin, D. (2010). Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention. Public Relations Review, 36(2), 193-195.Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of marketing, 68(4), 16-32.Maignan, I., & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument-Concepts, evidence and research directions. European journal of marketing, 35(3/4), 457-484.McWilliams, A., & Siegel, D. (2000). Corporate Social Responsibility and Financial Performance: Correlation or Misspecification? Strategic Management Journal, 21(5), 603-609.McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of management review, 26(1), 117-127.Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer affairs, 35(1), 45-72.Okan, T., Peker, I., & Demirelli, S. (2015). A corporate social responsibility framework for mining sector using analytic network process. International Business Research, 8(12), 9.Orlitzky, M., Schmidt, F. L., & Rynes, S. L. (2003). Corporate social and financial performance: A meta-analysis. Organization studies, 24(3), 403-441.Ostrom, T. M. (1969). The relationship between the affective, behavioral, and cognitive components of attitude. Journal of experimental social psychology, 5(1), 12-30.Öberseder, M., Schlegelmilch, B. B., & Gruber, V. (2011). “Why don’t consumers care about CSR?”: A qualitative study exploring the role of CSR in consumption decisions. Journal of business ethics, 104(4), 449-460.Özçelik, F., Öztürk, B. A., & Gürsakal, S. (2014). Investigating the relationship between corporate social responsibility and financial performance in Turkey. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 28(3).Pérez, A., & Del Bosque, I. R. (2013). Measuring CSR image: three studies to develop and to validate a reliable measurement tool. Journal of business ethics, 118(2), 265-286.Pomering, A., & Dolnicar, S. (2009). Assessing the prerequisite of successful CSR implementation: are consumers aware of CSR initiatives?. Journal of business ethics, 85(2), 285-301.Porter, M. E., & Kramer, M. R. (2006). Strategy and society: the link between corporate social responsibility and competitive advantage. Harvard business review, 84(12), 78-92.Rahim, R. A., Jalaludin, F. W., & Tajuddin, K. (2011). The importance of corporate social responsibility on consumer behaviour in Malaysia. Asian academy of management journal, 16(1), 119-139.Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.Schmeltz, L. (2014). Identical or just compatible? The utility of corporate identity values in communicating corporate social responsibility. International Journal of Business Communication, 51(3), 234-258.Smith, N. C., Read, D., & Lopez-Rodriguez, S. (2010). Consumer perceptions of corporate social responsibility: The CSR halo effect. SSRN Electronic Journal, 23.Sprinkle, G. B., & Maines, L. A. (2010). The benefits and costs of corporate social responsibility. Business Horizons, 53(5), 445-453.Şimşek, M. Ş., Akgemci, T., & Çelik, A. (2003). Davranış Bilimlerine Giriş ve Örgütlerde Davranış (3. Baskı). Konya: Adım Matbaacılık ve Ofset.Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of business ethics, 101(2), 197-212.Votaw, D. (1972). Genius becomes rare: A comment on the doctrine of social responsibility Pt. I. California management review, 15(2), 25-31.Waddock, S. A., & Graves, S. B. (1997). The corporate social performance-financial performance link. Strategic management journal, 303-319.Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(6), 77-91.Zadek, S. (2004). The path to corporate responsibility. Harvard business review, 82(12), 125-133.
There are 1 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Onur İzmir 0000-0003-3307-9344

Ahmet Burak Turgut This is me 0000-0002-7930-9507

Publication Date July 10, 2019
Published in Issue Year 2019 Volume: 8 Issue: 15

Cite

APA İzmir, O., & Turgut, A. B. (2019). KURUMSAL SOSYAL SORUMLULUK ALGISININ SATIN ALMA NİYETİ VE YÜKSEK FİYAT VERME İSTEĞİ ÜZERİNDEKİ GÖRELİ ETKİLERİNİN TESPİTİ. Global Journal of Economics and Business Studies, 8(15), 133-151.
 Download Cover Image

Creative Commons Lisansı
Bu eser Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.