A measuring instrument for the active consumer stakeholder concept among South African brand leaders
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Date
2013
Authors
Shapiro, Benjamin. J. N.
Overton-de Klerk, Nina.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
This study argues that consumers no longer take the actions of brand leaders for
granted. Instead, they challenge and are inherently active. Although consumers
have long been recognised as stakeholders by brand leaders, the question remains
as to what extent their voices are heard and to what extent brand leaders recognise
them as active stakeholders. The research problem was addressed by linking
aspects of corporate social responsibility, corporate social responsiveness,
stakeholder
theory, stakeholder communication and accountability to develop a
reliable measuring instrument for brand leaders to evaluate to what extent they are
attuned to the active consumer stakeholder concept and, through further rankings
and qualitative analyses, obtain some indication as to what extent awareness of
the active consumer stakeholder concept has taken root among a sample of 51
brand leaders. Through reliability and cluster analyses, the research succeeded in
developing a reliable measuring instrument which reflected most of the theoretical
tenets of the active consumer stakeholder concept. Further findings, albeit of a
limited scope, suggest an interesting dichotomy between recognition of the active
consumer stakeholder concept on the one hand, and a strong profit maximisation
view on the other, which could become a platform for further research.
Description
Keywords
Brands, Consumers, South Africa, Measurement
Citation
Shapiro, B. J. N., & Overton-de Klerk, N. (2013). A measuring instrument for the active consumer stakeholder concept among South African brand leaders. Communitas, 18, 36-56.