Author

Karen Saghini

Date of Award

7-8-2008

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Arla Bernstein, Ph.D. - Chair

Second Advisor

Yuki Fujioka, Ph.D.

Third Advisor

Jaye L. Atkinson, Ph.D.

Abstract

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.

Included in

Communication Commons

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