Frontline Employees as Corporate Social Responsibility (CSR) Ambassadors: A Quasi-Field Experiment

Volume: 157, Issue: 2, Pages: 359 - 373
Published: Jan 30, 2018
Abstract
As past research has identified frontline employees as the primary communicators of a company’s CSR, this paper reports on a large-scale quasi-field experiment aimed at gaining a deeper understanding of the levers of successful in-store, point-of-sale, CSR communication. In cooperation with a large international retailer, the authors analyzed the effects of varying in-store CSR communication strategies in 48 unique stores, combining data from a...
Paper Details
Title
Frontline Employees as Corporate Social Responsibility (CSR) Ambassadors: A Quasi-Field Experiment
Published Date
Jan 30, 2018
Volume
157
Issue
2
Pages
359 - 373
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