KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK

Yıl 2021, Sayı: 45, 121 - 141, 26.07.2021

Elif Güner

https://doi.org/10.30794/pausbed.796337

Cited By: 1

Öz

Artan çevresel sorunlar, küresel krizler ve sosyal problemler nedeniyle, işletmelerin kurumsal sosyal sorumluluk (KSS) faaliyetleri çok önemli hale gelmiştir. Diğer taraftan, işletmenin faaliyet alanı ile KSS çabaları arasında uyum olmadığında, tüketiciler KSS aksiyonlarını ikiyüzlü olarak algılayabilmektedir. Bu çalışmanın amacı, marka-KSS uyumunun, tutum aracı değişkeni üzerinden satın alma niyeti üzerindeki etkisini ve algılanan sosyal ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisi üzerindeki rolünü incelemektir. Araştırma modeli, deneysel serim ile test edilmiştir. Marka-KSS uyumu yüksek olduğunda markaya yönelik tutumun, marka-KSS uyumunun düşük olduğu duruma kıyasla daha olumlu olduğu bulunmuştur. Marka-KSS uyumunun yüksek olması, markaya yönelik tutumu ve satın alma niyetini olumlu etkilemektedir. Marka-KSS uyumunun düşük olduğu deney grubunun markaya yönelik tutumu da hiçbir KSS faaliyetinden bahsedilmeyen kontrol grubuna göre daha pozitiftir. Marka-KSS uyumunun satın alma niyetini doğrudan etkilemediği, tutum değişkeninin aracılık etkisi üzerinden dolaylı bir etkiye sahip olduğu belirlenmiştir. Algılanan ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisindeki düzenleyici etkisinin anlamlı olmadığı görülmüştür.

Anahtar Kelimeler

Marka-KSS uyumu, Algılanan İkiyüzlülük, Marka Tutumu, Satın Alma Niyeti, Kurumsal Sosyal Sorumluluk, Pazarlama

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