This thesis is designed to explore consumer attitudes and behaviors toward corporations that engage in socially responsible practices. The goal of this project was to determine if there was a relationship between a company's perceived reputation for social responsibility and attitudes and behaviors that would favorably impact the company. Specifically, the project uses a case study of UPS and its support of Zoo Atlanta to further test these relationships in a true-to-life scenario. The findings reveal implications for corporate communication efforts in two ways: first, by serving as a framework to evaluate future corporate giving programs and to better understand company reputation; and second, by understanding the importance of strategically positioning one's company as a good corporate citizen.
- Field Building
- Northern America