Extending on the Formation Process of CSR Image

Abstract

In this article, the authors aim to clarify the process that leads customers to form a certain corporate social responsibility (CSR) image of their banking service providers. The authors analyze whether the proposals of associative learning theory, attribution theory, and persuasive communication are adequate to anticipate CSR image in a banking services context. A causal model is positively tested that allows the researchers to anticipate CSR image based on three variables: the coherence between the company and its CSR policy, the attribution of altruistic motivations for the company to implement CSR activities, and corporate credibility in developing CSR initiatives. Two new contributions to literature are made. First, the process is accepted in a context where CSR is a broad corporate strategy that includes significantly more initiatives than just cause-related marketing or the sponsorship of social causes. Second, the role of both company–CSR coherence and altruistic motivations is better explained in this article. Their influence on CSR image seems to be dependent upon the current situation of the international banking industry.