ABSTRACT
In today’s global marketplace, corporations are members of a worldwide community, rather than merely members of their city, town, or state (Maignan & Ferrell, 2004). We are in an era where advances in communication technologies and increased access to information affect and empower every individual. The advent of innovative information technologies has multiplied the influence large corporations have on their communities. The “goldfish bowl” transparency created by globalization, the Internet, and the media (Steger, 2003) has emphasized the importance of trust and relationship between an organization and its stakeholders. The relationship any corporation shares with its stakeholders and consumers is crucial because the identity and values a corporation creates in society determine how much power it gains in the given social system (Ordeix-Rigo & Duarte, 2009).
