Sales force reactions to corporate social responsibility: Attributions, outcomes, and the mediating role of organizational trust

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.indmarman.2010.02.004 Byline: Pavlos A. Vlachos (a)(b), Aristeidis Theotokis (a), Nikolaos G. Panagopoulos (c) Keywords: Corporate social responsibility; Sales force; Attributions; Organizational trust; Behavioral intentions; Loyalty Abstract: Corporate social responsibility (CSR) is gaining momentum among researchers and practitioners. In spite of this extensive interest, systematic research regarding the effects of CSR on other stakeholder groups, besides consumers, remains sparse. Based on a field study in a global Fortune 500 consumer packaged goods company, we examine sales force attitudinal and behavioral outcomes of company's partnership with a United Nations (UN) philanthropic organization. Specifically, we seek to examine whether sales force perceptions of CSR motives influence their evaluation of CSR actions. Findings indicate that egoistic-driven motives negatively influence salesperson trust in the company, whereas stakeholder- and values-driven motives positively influence salesperson trust; however, strategic-driven attributions do not have an influence on salesperson trust. The results further reveal the mediating role of trust in the relationship between sales force attributions and outcomes including loyalty intentions and positive word-of-mouth. Author Affiliation: (a) Athens University of Economics and Business, Department of Management Science and Technology, ELTRUN Research Center, Evelpidon 4A & Lefkados 33, GR-11362, Greece (b) Graduate School of DEREE - The American College of Greece, The Aghia Paraskevi Campus, 6 Gravias Street, GR-15342 Aghia Paraskevi, Greece (c) Athens University of Economics and Business, Department of Marketing & Communication, 76 Patission, 104-34, Athens, Greece Article History: Received 13 January 2009; Revised 20 November 2009; Accepted 23 December 2009