Third party funded individual grant
Start date : 01.04.2012
Corporate responsibility describes the obligation of companies to align their actions and decisions with the goals and values of our society. This is a voluntary commitment. Within the framework of the project, three studies, a qualitative preliminary study and two experiments will be carried out to examine the image of cooperative banks in comparison to other types of banks and the role of CSR for the image of the respective banks among potential applicants. Furthermore, the individual values, motives and job requirements of potential applicants were considered as influencing variables.
Corporate responsibility describes the obligation of companies to align their actions and decisions with the goals and values of our society. This is a voluntary commitment. Within the project, three studies, a qualitative preliminary study and two experiments (N exp1 = 394; N exp2 = 275) will be carried out to examine the image of cooperative banks in comparison to other types of banks and the role of CSR for the image of the respective banks among potential applicants. Furthermore, the individual values, motives and job requirements of the potential applicants were considered as influencing variables. It was found that the different types of banks activated different stereotypes. There were both coherence and contrast effects between the type of bank and CSR, as the different CSR activities had different effects on the attractiveness of the different types of banks. In addition, the value attitude of the individuals decided on the preference for a particular type of bank, whereby in particular the job characteristics (e.g. perceived career opportunities, remuneration, learning opportunities, etc.) were decisive for the willingness of individuals with a strong interest in a job in a bank to apply. Career-oriented persons showed a higher interest in a job in a private bank. In general, the type of bank also seems to be a signal for different job conditions.