Impact Of Corporate Citizenship On Consumer Decision Making
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red’ campaign mentioned earlier did not do very well because people were unable to see the connection between Giorgio Armani’s suits and conquering AIDS. (McGahan, 2004)
A Company that effectively merged these two concepts was Body Shop; they were trying to spearhead a campaign against animal testing through the illustration of beauty as a vain endeavour. This project was successful because there was a clear link between the two aspects of social responsibility and function.
Communicate issues of social responsibility to consumers well
Companies must understand that consumers have little knowledge about corporate citizenship. It is up to them to tell clients about these issues in languages that relate to them. People will acquire knowledge and interpret it depending on their cultural institutions. Companies should only deal with corporate
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