Vol.6 No.2 (May 2016)
An Overview on the Fit of Corporate Social Responsibility Activities and Corporate Capabilities
Corporate Social Responsibility (CSR) and Corporate Ability (CA) as the two important dimensions of consumer perceived corporate image, whether they are fit with each other, affect consumer attitude and evaluation towards the company. Firstly, this paper reviews the theoretical basis for CSR and CA fitness, and then analyzes the two types of fitness, and further illustrates the effective situation when they are not fitted. Finally, the paper discusses the practical implications, the lack of present research and future direction of the research.
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