TAPPING INTO GOODWILL: ENHANCING CORPORATE REPUTATION THROUGH CUSTOMER VOLUNTEERING

• 成果类型: Article
• 署名作者: Rodell, Jessica B.; Sabey, Tyler B.; Rogers, Kristie M.
• 署名单位: University System of Georgia; University of Georgia; Texas A&M University System; Texas A&M University College Station; Mays Business School; Marquette University
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/amj.2018.0354
• 发表日期: 2020
• 页码: 1714-1738
• 关键词: ORGANIZATIONAL REPUTATION; work; BEHAVIOR; PARTICIPATION; antecedents; engagement; contagion; emotions; BUSINESS; PROGRAMS

摘要

Companies often engage in prosocial initiatives-such as employee volunteering programs-as a way to balance their economic goals with a set of social goals. In an attempt to expand the impact of such programs, some companies have begun soliciting help from their customers as well. Given the significant investment these programs represent, it is important that companies understand whether they offer the anticipated social and economic returns. Using multimethod data from a local microbrewery, we develop and test theory about the reputational implications of customers' involvement in a corporate community engagement initiative. Our results suggest that customers' engagement in such initiatives is related to positive views of the organization (i.e., corporate reputation), as well as positive customer behaviors-brewery patronage and purchases-two years later. Moreover, it appears that customers spread this sentiment to others-creating the potential for an even broader audience to see the company as reputable and, in turn, provide support.