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1
Marinova, Nadia. "Business Ethics and Social Responsibility." Trakia Journal of Sciences 17, Suppl.1 (2019): 586–88. http://dx.doi.org/10.15547/tjs.2019.s.01.093.
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There is still no universal approach to marketing ethics. However, it is an important factor in encouraging marketing decisions that are acceptable to the company as well as being beneficial to society. Social responsibility in marketing refers to the organization's duty to maximize its positive influence and minimize the negative impact on society. Because if ethics refers to moral values that guide decision-making by individuals, social responsibility affects the influence of the organization's decisions and society in general.
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Lebogang Sesale, Eunice, and Solly Matshonisa Seeletse. "Marketing fortification of business through crowdsourcing and social responsibility: focus on South African SMEs." Environmental Economics 8, no. 1 (April 7, 2017): 18–25. http://dx.doi.org/10.21511/ee.08(1).2017.02.
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This paper investigates networking and related activities for marketing performance of small and medium enterprises (SMEs) for the sustainable development and the preservation of the environment. These SMEs have limited business skills and knowledge, and don`t have any marketing funds. As a clearly growing trend aspect in business, networking approaches were blended to find approaches to help these SMEs to take their market niche. Thirty-seven (37) SMEs were used as a convenience sample to experiment with the concepts. They were investigated on what could optimize marketing results and what could offset marketing benefits. The paper finds out that networking provides effective marketing when is modeled under crowdsourcing. Options for crowdsourcing could also involve local organizations in the marketing networks. SMEs should document their activities for proper accountability and transparency. They should also use incentives to volunteers and crowdsourcing participants by giving them shares and be proactive in their approaches. Further, SME practitioners should require them to learn business skills.
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Gilbertson, Thomas. "Ethics and social responsibility in marketing." Services Marketing Quarterly 20, no. 1 (1999): 51–61. http://dx.doi.org/10.1080/15332969.1999.9985381.
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Malla, Sweta Srivastava, and Sharad Chandra Sharma. "Consumer attitudes and marketing strategies: A corporate social responsibility perspective." Corporate Governance and Sustainability Review 5, no. 3 (2021): 18–33. http://dx.doi.org/10.22495/cgsrv5i3p2.
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The focus of this research was to investigate consumer attitudes about CSR (corporate social responsibility) strategies used by organizations, using a non-western perspective. Today every organization intent to go global, raising every organization’s concern with acquiring legitimacy by incorporating their stakeholders’ expectations into their overall business plan. Globalization running parallel with the lack of corporate self-regulation has challenged global businesses to justify their actions in the name of CSR. Understanding consumer perceptions of various CSR initiatives will aid in aligning business behavior with stakeholder expectations, which is vital to ensure the corporation’s long-term survival. The findings of the study indicated that consumers are influenced by CSR platforms, initiatives, and specific marketing strategies. Analysis of the data collected through an online survey provided insight into how businesses may use numerous CSR factors to improve customers’ satisfaction, loyalty and assess consumers’ inclination towards delivering socially desirable answers. The study is grounded within the framework suggested by Carroll (1991) and subsequent modifications provided by Visser (2005, 2008). The outcomes of the study will assist the practitioners, particularly those belonging to emerging economies, in properly strategizing and planning for their business’s future development. A cross-cultural perspective has been provided in the study.
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Krivokuća, Milan. "Social responsibility in the application of integrated marketing communication." Serbian Journal of Engineering Management 5, no. 2 (2020): 33–41. http://dx.doi.org/10.5937/sjem2002033k.
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Modern business entities that operate independently or are integrated within modern market-oriented systems interact with the environment in which they operate. By promoting social values and norms, companies achieve a significant competitive advantage over companies in their field, increasing their market share, which results in an increase in the total profit of a particular company. Business entities have a major role in developing and nurturing activities related to social responsibility, especially in the field of environmental protection and the provision of satisfactory quality products and services. The aim of this paper is to point out and present changes in socially responsible behavior in relation to trends in the marketing environment.
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Hadjikhani, Amjad, Joong Woo Lee, and Sohee Park. "Corporate social responsibility as a marketing strategy in foreign markets." International Marketing Review 33, no. 4 (July 11, 2016): 530–54. http://dx.doi.org/10.1108/imr-03-2014-0104.
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Purpose – The authors are witnessing the increasing extent of corporate social responsibility (CSR) performance as strategic behaviour specifically in emerging markets. The purpose of this paper is to investigate how multinational companies (MNCs) manage CSR activities in emerging markets to aid their core business activities. In line with this question, the paper aims to develop a theoretical view for deeper understanding of the strategy in CSR practices aiding internationalization. The view is based on a business network perspective highlighting the four concepts of learning, commitment, legitimacy and trust. Design/methodology/approach – The methodology employed is qualitative, based on interviews with involved parties. The case study is about the experiences of a Korean MNC’s CSR strategy when entering into the Chinese electronics industry. Findings – The case illustrates how the Korean MNC committed resources to gain trust and legitimacy that improved their market position. It further manifests that the firm’s CSR strategy was proactive because of the large commitment in several long- and short-term projects towards the society. Investment in social issues like education, environmental problems and communities aided the firm’s entry. Research limitations/implications – The study has a qualitative and in-depth nature. Future research is needed in order to generalize the proposed theoretical frame. Practical implications – The study manifests how a MNC employs CSR strategy for internationalization in a foreign market. It shows how managers can undertake different practical CSR measures to enter and expand in foreign markets. Social implications – While internationalization of firms is mainly based on their business commitment towards counterparts or business firms, the study shows how CSR strategy and activities towards the society support their businesses. Originality/value – While internationalization of firms is mainly based on their business commitment towards counterparts or business firms, the study shows how CSR strategy and activities towards the society support their businesses. The study investigates CSR strategy and enlightens activities like education and environmental problems. The study further develops the business network view and includes social aspects. The theoretical view holding the four relationship elements of trust, knowledge, legitimacy and commitment permits deeper understanding of the MNC’s proactive CSR behaviour in new markets.
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Hopkins, Christopher D., O. C. Ferrell, Linda Ferrell, and Karen H. Hopkins. "Changing Perceptions of Marketing Ethics and Social Responsibility in Principles of Marketing." Journal of Marketing Education 43, no. 2 (March 3, 2021): 244–59. http://dx.doi.org/10.1177/0273475321995553.
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The principles of marketing course usually includes coverage of marketing ethics and social responsibility. This study attempts to gain an understanding of students’ perceptions of the importance of marketing ethics and social responsibility and to see if these perceptions can be enhanced. Students were provided one class period lecture on the topics with prelecture and postlecture evaluation. The study addressed marketing ethics and social responsibility as distinct constructs. Postlecture there was an improvement in marketing ethics perceptions for all majors, with nonmarketing business majors showing the most improvement. Postlecture perceptions of the importance of social responsibility increased significantly with nonbusiness majors showing the lowest level of improvement. Changing perceptions of importance can motivate long-term engagement in beliefs about the significance and value of business ethics and social responsibility.
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Homburg, Christian, Marcel Stierl, and Torsten Bornemann. "Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement." Journal of Marketing 77, no. 6 (November 2013): 54–72. http://dx.doi.org/10.1509/jm.12.0089.
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Ivanov, S. V. "Corporate-social responsibility and social-ethical marketing: problem of interaction in business sphere." Economic scope, no. 133 (May 22, 2018): 166–82. http://dx.doi.org/10.30838/p.es.2224.050718.166.80.
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Illiashenko, Serhii, Galina Peresadko, Olga Pidlisna, and Evgeniy Kovalenko. "Corporate social responsibility in marketing researches: Literature review." Corporate Ownership and Control 11, no. 4 (2014): 499–503. http://dx.doi.org/10.22495/cocv11i4c5p8.
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The meaning of corporate social responsibility and the rating results of the Global competitive index 2011- 2012 of the World economic forum are given in the article. The emphasizing of society responsibility and responsibility for marketing activity and its influence on the society are researched in the work. The socially responsible marketing of the company in the profile of marketing-mix elements are proposed. In the article is determined that implementation of the social responsibility must take place at three levels: primary, corporate and highest.
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Alhouti, Sarah, and Giles D’Souza. "Benefits of corporate social responsibility." Journal of Consumer Marketing 35, no. 3 (May 14, 2018): 277–86. http://dx.doi.org/10.1108/jcm-08-2016-1895.
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Purpose The purpose of this paper is to determine how consumers benefit from corporate social responsibility (CSR) and whether spiritual benefits are a stronger outcome of CSR. Design/methodology/approach Items for values are developed and tested prior to their inclusion in an experiment that manipulates the presence and absence of CSR. A structural equation model is used to test the mediation effect of perceived value on the relationship between CSR and consumer outcomes. A chi-square test is used to compare the magnitude of the significant effects. Findings CSR influences spiritual, status, efficiency and aesthetic benefits equally. Spiritual benefits is a stronger predictor of attitude and personal satisfaction than efficiency and status benefits. Originality/value Conceptual and qualitative findings in the literature demonstrate that CSR is associated with spiritual benefits. This study quantitatively tests not only how CSR influences various benefits but also how those effects compare to the relationship between CSR and spiritual benefits. The examination of the effect of CSR benefits on consumer outcomes reveals that the types of benefits do not have identical effects.
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Anderson, Jerry W. "Social responsibility and the corporation." Business Horizons 29, no. 4 (July 1986): 22–27. http://dx.doi.org/10.1016/0007-6813(86)90019-4.
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Georgieva, Mariya Georgieva. "Sustainable development through corporate social responsibility." Global Journal of Business, Economics and Management: Current Issues 10, no. 3 (November 26, 2020): 183–92. http://dx.doi.org/10.18844/gjbem.v10i3.4690.
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In the 21st century, business and society demonstrate a stronger strive for achieving a stable balance between social, economic and ecological goals, which is the basis of the concept for sustainable development. In the context of “Europe 2020,” the concept of Corporate Social Responsibility (CSR) affirms its role as one of the most effective strategies for achieving this kind of development. The aim of this article therefore , is to clarify the conceptual nature of CSR by putting an emphasis on the Carroll’s pyramid, and its importance to the corporate social initiatives as an expression of company’s commitment to CSR. This article is a qualitative article that gives an exposition on the implementation of CSR and its communication effect. This exposition proves that CSR offers many other positive effects for the companies apart from the strong communication effect to their current and prospective clients. By examining the six types of corporate social initiatives and their main characteristics and by putting a strong em phasis on the benefits that their implementation has in marketing and especially in branding aspect, this article attempts to outline the marketing perspectives of CSR considered as strategy for sustainable development
Keywords: Branding, Corporate social initiatives, Corporate Social Responsibility, Marketing, Sustainable development
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Dvulit, Zoriana, and Nazarii Sokulskyi. "Corporate Social Responsibility of Business as a Marketing Tool in a Pandemic." Modern Economics 23, no. 1 (October 27, 2020): 50–55. http://dx.doi.org/10.31521/modecon.v23(2020)-08.
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Introduction. It is known that today corporate social responsibility is one of the most important and necessary prerequisites for the development of modern business. Every year, more and more domestic companies use corporate social responsibility in shaping their own business strategy, as it has long established itself in world business as an effective means of forming a sustainable image. It should be noted that the COVID-19 coronavirus pandemic has significantly affected CSR activities, accelerated their development and increased commitment to it by many companies. Purpose. The purpose of article is to study the experience of corporate social responsibility during the period of deep uncertainty (pandemic COVID-19), preparation of dosage for its use as a marketing tool for doing business and development of recommendations for further use of CSR by domestic companies in the post-crisis period. Results. Based on the research, the experience of corporate social responsibility in a pandemic has been analyzed. In addition, various forecasts and statistical studies of global and domestic organizations, agencies and publications on CSR have been systematized. The expediency and effectiveness of the use of corporate social responsibility as an effective marketing tool in business in a period of deep uncertainty has been substantiated. Projects of such responsibility of well-known Ukrainian companies at the time of the pandemic have been described, and CSR activities aimed at caring for employees have been investigated. As a result, the main recommendations for the effective implementation of corporate social responsibility of business in the post-crisis period have been developed. Conclusions. Studies have shown that the impact of the pandemic on global and domestic business has significantly accelerated the development of corporate social responsibility and forced many companies to turn to it not only to help society but also to maintain their market position and improve image, thus becoming the main marketing strategy this year.
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Larrán Jorge, Manuel, Francisco Javier Andrades Peña, and María Jose Muriel de los Reyes. "Integrating corporate social responsibility into the business and marketing curricula in Spanish universities." ESIC Market 45, no. 1 (January 1, 2014): 97–120. http://dx.doi.org/10.7200/esicm.147.0451.3.
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M, Narayanamoorthi. "BDB: Branding and Developing Business Algorithm Via Corporate Social Responsibility (CSR)." International Journal for Research in Applied Science and Engineering Technology 9, no. 9 (September 30, 2021): 1452–55. http://dx.doi.org/10.22214/ijraset.2021.38099.
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Abstract: In today’s era there are speed economic developments, the corporate Social responsibility has become the main focus. In corporate world marketing through advertisement and Corporate Social Responsibility has become a major factor. Generally, the corporate gains profit via marketing, advertisements, QoS and corporate Social responsibility (CSR). There are more possibilities of raise in corporate share market when they collaborate with government social responsibility. The paper investigates a novel algorithm named as “Branding and developing business (BDB) algorithm via CSR. The proposed system handles both the economy of Government and Corporate mutually. The corporate profit chances tax Benefits and share rate increase are checked continuously. Moreover, when the government subsidizes the corporate and the retailer simultaneously, only the retailer's profit increases in the corporate CSR effort. Further in this paper, the profit perspectives of corporate and Government through CSR are also proposed. Keywords: corporate social responsibility (CSR), BDB, Government, Share Market.
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Ajina, Ahmed Suhail, Sanjit Roy, Bang Nguyen, Arnold Japutra, and Ali Homaid Al-Hajla. "Enhancing brand value using corporate social responsibility initiatives." Qualitative Market Research: An International Journal 23, no. 4 (January 15, 2020): 575–602. http://dx.doi.org/10.1108/qmr-11-2017-0145.
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Purpose This study aims to investigate employees’ perceptions of socially responsible financial services brands in Saudi Arabia. The study also identifies the motives and challenges for Islamic banks for higher involvement in social responsibility initiatives to enhance their brand values. Design/methodology/approach An inductive approach was used in this study to identify the motives and challenges related to corporate social responsibility (CSR) activities. The research design uses a qualitative approach where in-depth interviews were carried out among the employees in the financial services sector in Saudi Arabia. Findings Findings provide insights about how CSR initiatives for financial services brands in a developing and Islamic country are perceived. Results show that the focus of CSR activities is on the attribute of CSR, the magnitude of CSR and attitude towards CSR. Results show two main motives to engage in CSR activities, which are instrumental and ethical motives. The main challenges are related to the government, business, charitable organisations and customers and society. Practical implications Implications exist for how CSR is perceived in a new context and in the financial services industry. Understanding the current perception of CSR from a financial service brand perspective helps policymakers to develop appropriate platforms for financial service providers to become more socially involved. Originality/value The major contribution of this study lies in investigating the CSR perception among the key stakeholder (i.e. the employees) from a brand management perspective in the Saudi Arabian financial services sector. Further, this study shows the main motives and challenges, which local financial service brands face to become socially responsible. The categories of attributes, magnitude and attitudes can be used to enhance brand value in one of the economically advanced countries in the Arabic world, Saudi Arabia. In the first category “attribute”, the perception of socially responsible banks are highlighted, while the elements of CSR, including its dimensions, are emphasised in the second category “magnitude”. The third category “attitude” shows two themes, including stakeholders’ issues and business-related issues.
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Santoro, Gabriele, Stefano Bresciani, Bernardo Bertoldi, and Yipeng Liu. "Cause-related marketing, brand loyalty and corporate social responsibility." International Marketing Review 37, no. 4 (November 5, 2019): 773–91. http://dx.doi.org/10.1108/imr-11-2018-0310.
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Purpose The purpose of this paper is to investigate consumer’s attitude towards cause-related marketing (CRM). In detail, it aims to assess the relationship between CRM and consumer’s brand loyalty, and whether this relationship is moderated by consumer’s perception of corporate social behaviours. Moreover, the research looks for differences in the above relationship on two samples of consumers born and living in different countries and therefore with different cultural backgrounds. Design/methodology/approach The research adopts a quantitative methodology using a survey conducted among Italian and Japanese consumers. Ordinary least square regressions models are developed to test the hypotheses. Findings The findings of this paper indicate a positive relationship between the consumers’ perception of CRM and their brand loyalty perception, regardless the country of origin. Accordingly, the authors found a similar pattern of CRM perception among Italian and Japanese consumers. In addition, the authors found that CRM and the consumers’ perception of corporate social behaviours are not complementary, in the sense their joint effect does not affect consumer’s brand loyalty. Originality/value This is one of the first studies addressing the issue concerning the CRM perception of people with in different cultures. In this regard, this study suggests that CRM impacts on brand loyalty regardless the country of origin (Italy and Japan), and consumers’ characteristics such as age, gender, background. In addition, the study indicates that the perceived corporate social responsibility does not increase the effect of CRM on brand loyalty.
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Di Benedetto, C. Anthony. "Corporate social responsibility as an emerging business model in fashion marketing." Journal of Global Fashion Marketing 8, no. 4 (June 2, 2017): 251–65. http://dx.doi.org/10.1080/20932685.2017.1329023.
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Резник, Семен, and Semen Reznik. "CORPORATE SOCIAL RESPONSIBILITY FOR THE INSTITUTE'S STRATEGIC DEVELOPMENT." Russian Journal of Management 5, no. 2 (July 25, 2017): 203–10. http://dx.doi.org/10.12737/article_595363f11e4695.10723266.
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The article reveals the essence of the concept of social responsibility,
presents the main areas of involvement of business
structures in socially-oriented activities, gives the results of its study
on the example of Russian enterprises, identifies specific features of
social marketing in Russia and offers recommendations for integrating
the social component in the strategy of commercial companies.
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Rundle‐Thiele, Sharyn, Kim Ball, and Meghan Gillespie. "Raising the bar: from corporate social responsibility to corporate social performance." Journal of Consumer Marketing 25, no. 4 (June 27, 2008): 245–53. http://dx.doi.org/10.1108/07363760810882434.
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Lindgreen, Adam, Valérie Swaen, and Wesley Johnston. "The Supporting Function of Marketing in Corporate Social Responsibility." Corporate Reputation Review 12, no. 2 (June 2009): 120–39. http://dx.doi.org/10.1057/crr.2009.9.
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Darsono, Licen Indahwati. "Corporate Social Responsibility and Marketing: What Works and What Doesn’t." Gadjah Mada International Journal of Business 11, no. 2 (May 12, 2009): 275. http://dx.doi.org/10.22146/gamaijb.5524.
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Many companies choose to portray themselves as seeking the moral high ground and playing active role in society. This introduces an idea of corporate social responsibility. It has been argued that corporate social responsibility enhances corporate image (attitudinal dimension) and financial performance. However, some studies find negative impact of corporate social responsibility. Thus, it is debatable whether or not it pays organizations to play active role in society. This paper explores the importance of trust for making corporate social responsibility works. This paper also evaluates attitude and intention within relative attitudinal framework. The associations between trust, attitude and intention are also discussed and reviewed. Finally, a set of managerial implications is developed to address the problems peculiar to the corporate social responsibility and marketing.
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Hanaysha, Jalal Rajeh. "Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth." Business Perspectives and Research 9, no. 3 (March 8, 2021): 446–61. http://dx.doi.org/10.1177/2278533721989839.
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The purpose of this article was to test the effects of social media marketing, corporate social responsibility, and price promotion on word of mouth in the fast-food industry. Only a few scholars tested the mutual effect of the selected factors on word of mouth for global fast-food brands, mainly in the Asian region. The data were gathered from several fast-food restaurants’ visitors at different spots in east coast Malaysia through a survey tool. All of the filled questionnaires were analyzed using partial least square method. The analysis revealed that corporate social responsibility and social media marketing have a significant positive impact on consumers’ word of mouth. The findings also established that price promotion has a significant positive impact on word of mouth. These results enrich our understandings with regards to the importance of these marketing strategies in shaping word of mouth for fast-food restaurants in Malaysia.
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Đervida Lekanić, Ružica, Cariša Bešić, and Snežana Bešić. "THE ROLE OF PUBLIC RELATIONS IN PROCESS OF IMPROVEMENT OF CORPORATE SOCIAL RESPONSIBILITY." International Journal "Advanced Quality" 44, no. 2 (February 22, 2017): 19. http://dx.doi.org/10.25137/ijaq.n2.v44.y2016.p19-22.
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The main objective of modern business is achievement of business excellence and world - class of products and services. Companies which actively and continuously apply modern management methods and techniques, special in marketing, have significantly better chance to strengthen their competitive capability on global market and to assume stable market position with perspective for further marke t development. Modern business philosophy implies that organization has to be responsible for its actions and steps and towards all stakeholders in environment. Attaining of business excellence goals of an organization presupposes built corporate social responsibility. In order for domestic companies to become competitive internationally, it is necessary to change the way of thinking and to adopt modern marketing methods and marketing communications, in the field of organizational management
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SADCHENKO, O. V., and M. S. NICHITAILOVA. "ENVIRONMENTALLY RESPONSIBLE MARKETING IN NATURAL USE." Economic innovations 20, no. 4(69) (December 20, 2018): 148–59. http://dx.doi.org/10.31520/ei.2018.20.4(69).148-159.
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Topicality. Each year, the issue of environmental responsibility of the business is becoming more and more relevant both in Ukraine and abroad, which is connected with globalization, increasing the threat of technogenic and environmental disasters, updating healthy lifestyles, socializing labor relations, etc. In today's economic environment, environmental liability is only a component of social responsibility. However, it should not be forgotten that during the period when the concept of social responsibility emerged, it was the environmental focus that was prioritized. In the holy of this, and ecological marketing of nature, as a kind of human activity aimed at meeting needs through exchange, should be environmentally responsible towards the consumer and producer of human goods. Underestimation of natural resources and environmental damage leads to distortion of indicators of economic development and progress, accompanied by the choice of inefficient socio-economic direction. In general terms, the concept of environmentally responsible business refers to the activity of each individual citizen, business structures that benefits the environment (or reduces the negative impact on the environment). In addition, this activity is not limited to certain laws and mandatory measures. The higher the economic value of natural objects, the greater the likelihood that the economic decisions made in various projects and programs will be ecologically balanced, take into account the priorities of environmental protection and the conservation of natural resources.Aim and tasks. The purpose of the article is to identify the conceptual foundations and methodological principles of environmentally responsible marketing in environmental management. To do this, the concept and essence of the concept of environmental responsibility, the tools for practical implementation of environmental responsibility of business and the methodology for assessing environmental liability should be defined. At the same time, despite the growing widespread adoption of the principles of corporate social responsibility and the recognition of the benefits that they give to both entrepreneurs and society, the limits of social responsibility remain rather blurred. Assessment of the level of implementation of environmental liability in the practice of enterprise management is proposed on the basis of an analysis of the impact of its activities on the environment.Research results. The conceptual bases and methodical principles of conducting ecologically responsible marketing in environmental management are considered. The concept of social responsibility is used in many spheres of activity, but only in the business context, pointing to specific areas of development, it becomes clear wording. This allows researchers and professionals to split CSR into specific types. The economic component is the most controversial and complex. Its sustainability and effectiveness depends on the role that the organization assumes, as well as the methodology for defining and measuring end-points. The ecological aspect of social responsibility exists in the block of economic responsibility of the enterprise, in legal liability, in the block of ethical responsibility, and also the aspect of sustainable development in the philanthropic block was allocated, and all three main components: economic, ecological and social are in close interconnection and interdependence . Social responsibility of entrepreneurship in the field of ecology, that is, environmental responsibility, becomes a vital factor of competition, since it is the level of environmental responsibility of business in the near future will determine the position of a company in the international market and in the eyes of consumers of its products. The advantages of implementing ecological activity within the framework of socially responsible work of the enterprise are considered. The tools of practical implementation of ecological responsibility of business are offered. Environmentally responsible marketing should use the following tools to address sustainable development issues: environmental impact assessment when developing strategies and plans for economic development; environmental audit; environmental insurance; certification for compliance with environmental standards; social and environmental reporting.Conclusions. There is no single approach to assessing the level of environmental responsibility of an enterprise, no normative document contains a single methodology for its definition. In our opinion, the overall level of environmental responsibility of an enterprise should be determined taking into account the impact of various economic, environmental and organizational factors through the integrated indicator of the overall level of economic responsibility of the enterprise, based on three partial integral ratios, namely: the integral coefficient of environmental damage; integral coefficient of influence of economic factors; the integral factor of the impact of environmental and economic factors.
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Wokutch, Richard E. "Corporate social responsibility Japanese style." Academy of Management Perspectives 4, no. 2 (February 1990): 56–74. http://dx.doi.org/10.5465/ame.1990.4274797.
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Jahdi, Khosro. "Cause-related marketing (CaRM) and corporate social responsibility (CSR)." Social Responsibility Journal 10, no. 4 (September 30, 2014): 674–84. http://dx.doi.org/10.1108/srj-07-2012-0063.
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Purpose – The purpose of this article is to investigate the basis of conveying a socially responsible image of organisations through a cause-related marketing (CaRM) approach. Design/methodology/approach – The research was conducted mainly through the evaluation and review of material on the subject area, i.e. secondary research. Findings – The findings of the research indicate that CaRM has the potential to improve an organisation’s stance in the society and depict it as a socially responsible entity. One major finding of the research is that without an appropriate and relevant “strategic fit”, time and effort invested in CaRM might prove futile. Research limitations/implications – The limited material on the subject of CaRM in general and its relationship with CSR in particular makes the task of preparing such a paper something of a challenge. Practical implications – The results show that the quality of an organisation’s image and reputation in the eyes of its stakeholders can be influenced by its CSR-related initiatives. However, the firm should invest time and money to make this feasible. Social implications – The absence of a strategic fit between a firm and its cause could prove to be counter-productive in the society vis-à-vis its corporate image and reputation. Originality/value – This paper adds to previous CSR- and marketing-related research and publications and aims to provide an insight into the dynamics of CaRM.
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Baptista, Nuno. "Integrated reporting stimulates strategic communication of corporate social responsibility? A marketing perspective analysis based on Maignan, Ferrell and Ferrell’s stakeholder model of corporate social responsibility in marketing." Media & Jornalismo 18, no. 33 (November 12, 2018): 43–60. http://dx.doi.org/10.14195/2183-5462_33_3.
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Integrated reporting brings the promise of a new approach to corporate reporting based on integrated thinking, long-term focus, a broader view of value creation and a better articulation of organizations’ strategy and business models and further integration of corporate social responsibility and sustainability in business. Despite the potential of integrated reporting to drastically change the way corporate social responsibility is currently reported, marketing scholars focusing on ethics and social responsibility seem to be alienated from the discussion occurring in academia about integrated reporting. In this article we evaluate if integrated reports, as conceptualized by the International Integrated Reporting Council, may be used as a relevant source of information to operationalize Maignan, Ferrell and Ferrell’s stakeholder model of corporate social responsibility. We conclude that integrated reports present some important limitations, mostly related with being exclusively focused on the information needs of investors and not requiring companies to report on the full impact of their activities on other stakeholders. This study contributes to this special issue dedicated to the topic of strategic communication by framing the potential contribution of integrated reporting to strategic communication of corporate social responsibility.
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Raletić, Saša, and Dragana Beljanski. "“Green Pack” in Function of Green Marketing as a Form of Social Responsibility in Serbia." Journal of Economic Development, Environment and People 2, no. 2 (June 22, 2013): 40. http://dx.doi.org/10.26458/jedep.v2i2.22.
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Green marketing is defined as a partnership of all interested stakeholders to sustainable development. This form of marketing is a relatively new form of social responsibility in Serbia and as such it is subject of this paper. The necessity of integration of green marketing in a social responsible behavior is justified by the fact that purely commercial marketing business ignores the possible conflict between short-term desires and long-term benefits of market entities and society, with regard to global environmental problems. The laws are the lower limits of business and the community social responsibility, which includes green marketing, a higher level. Whereas the National Assembly of the Republic of Serbia in May 2009 adopted 16 laws on environmental protection, that is called the “Green Package”. Laws were passed with the aim of regulating the business and social responsibility and green marketing and development. The aim of this analysis is the “Green Package” as a basis for application of green marketing in Serbia. The work will result in efficiencies that are realized by applying the law of “green package” and point to existing gaps.
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Greenfield, W. M. "In the name of corporate social responsibility." Business Horizons 47, no. 1 (January 2004): 19–28. http://dx.doi.org/10.1016/j.bushor.2003.11.004.
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Deshmukh, G. K., Sanskrity Joseph, and Asha Sahu. "Corporate Social Responsibility: Insights from Literature Review." Journal of Ravishankar University (PART-A) 25, no. 1 (February 8, 2021): 26–35. http://dx.doi.org/10.52228/jrua.2019-25-1-4.
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Corporate social Responsibility has become a buzz word in recent times. Its worldwide acceptance due to the social consciousness of enterprises coupled with legal orientation in developing countries like India has made it one of the most researched issue for researchers across continents. This paper is an attempt to review the development in the core concepts and theories which have been put forwarded by different researchers during the time period of 2010-2018. The paper undergoes a time series analysis for the selected period evaluating the evolution and impact assessment of CSR on core managerial concepts like marketing, finance and Human Resource management. The researchers after time series analysis have concluded that CSR is age long practice which has changed its orientation with the changes in objectives of business. It can be easily classified in three conceptual eras on the basis of its objectives. In the initial era it was a self-driven practice mainly influenced by the values of promoters of business. In the later stages it can be related with a business strategy of gaining goodwill. In the present era corporates have understood the value of societal obligation and it has again become a self-driven exercise. Further the impact of CSR has coupled with almost all functions of management which can be easily understood from the host of studies conducted during the selected period. The selected studies indicate that CSR has been instrumental in increasing net worth, customer satisfaction and employee retention.
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Yefremova, N. "Marketing aspects of corporate social responsibility in the context of innovative development of business structures." Galic'kij ekonomičnij visnik 66, no. 5 (2020): 155–61. http://dx.doi.org/10.33108/galicianvisnyk_tntu2020.05.155.
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In the era of innovations business operation on the principles of socially responsible marketing is becoming more and more important. Socially responsible marketing is the responsibility for business activities to society. In Ukraine, the use of socially responsible marketing is free choice. In foreign countries, socially responsible marketing is a self-regulating norm of doing business. Most foreign companies understand this type of marketing as being honest with the company's mission, values and business principles, compliance with the law, taking into account national and cultural values, as well as socio-political events; responsibility for product consumption, prohibition to associate product consumption with personal or professional success; compliance with codes of practice, rules and norms of behavior, providing product samples. The principles of behavior in the market of large well-known companies from the standpoint of socially responsible marketing are analyzed in this paper in detail. The analysis is carried out on the basis of marketing concepts – traditional, socio-ethical, social, environmental, as well as A. Maslov’s theory of needs, M. Friedman’s theory of corporate selfishness of. There is the need to focus modern domestic management on the business structures management system based on the concept of socially responsible marketing. Its creation will bring the process of business structures management to a qualitatively new level. As an element of strategic management, social responsibility implies obtaining economic, social and environmental performance in the context of corporate sustainability. The introduction of the principles of socially responsible marketing in business entities activities should result in the improvement of its reputation, increase of its image and recognition; should contribute to brand strengthening, new markets entry, increase of innovative activity, consumer confidence, share value and investment opportunities, attraction of new consumers. In addition, it should result in the growth of economic and social efficiency, competitiveness.
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PLAKHOTNIKOVA, L., and Т. BULAKH. "Ecological Marketing: A Component in the System of the Social Responsibility of Business." Scientific Bulletin of the National Academy of Statistics, Accounting and Audit, no. 4 (February 20, 2020): 101–8. http://dx.doi.org/10.31767/nasoa.4.2019.10.
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The article’s objective is to investigate using of environmental marketing in marketing strategies at company level through creating the concept of social responsibility of business, which has the social character and global implications, because the problems related with breaking environmental balance by production activities in a region or country have anthropogenic consequences for the whole world.
Environmental technologies have been widely used in marketing strategies of companies, with large numbers of well known companies and corporations taking advantage of environmental or “green” marketing. But in Ukraine this trend is still at the early phase due to difficult social, economic and political conditions. Data is provided about the number of polluting companies on the Ukrainian territory, giving evidence of bad climate for investors that otherwise might invest in resource saving and environmentally friendly production technologies. Even the notions of “environmental economy” or “green economy” are new to Ukraine and not found in the official documents, although the strategic goals of economic development, outlined in Ukraine for the forthcoming 10 to 12 years, have something common with the objectives to transition to “green” economy. Yet, a change has already visible in the creation of a new “green movement”, a public association propagating environmental modernization of companies and standing for preservation of environment in region, city or village. In view of the above, using of environmental marketing is investigated by case of companies operating on consumer markets of Ukraine. The analysis of marketing activities of companies in promoting environmental innovation shows that it has good chances for further expansion. The study demonstrates that the environmental awareness of the population is growing, with some individuals displaying higher concern with preservation of own health and the environment, and these expectations can be met by the market of environmental goods, which is turning into a highly competitive and attractive niche.
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Al-Daaja, Yehia, and György Norbert Szabados. "The Middle East perspective of Corporate Social Responsibility." International Journal of Engineering and Management Sciences 3, no. 4 (September 30, 2018): 282–91. http://dx.doi.org/10.21791/ijems.2018.4.24.
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Corporate social responsibility (CSR) in the Middle East is gaining more importance than in the past. Although it still remains more about philanthropy and charity, it moves towards a more strategic approach which includes formalizing ways of giving, as a set of non-random actions, and focuses more on addressing social ills and environment, economic challenges, that are hindering development. However, the business in the region has not yet taken the step to fully integrate the CSR into their core business operations. The most common challenges that facing the CSR implementation are the lack of government requirements and incentives, spreading awareness, building CSR partnership model, going beyond the marketing and PR campaigns, and full integration of CSR into the business strategy. In this paper, we aim to introduce the current state of the CSR in the Middle East and its perspectives, besides reviewing its evaluation stages, motivations, and current challenges. Moreover, we aim to examine CSR common practices through examples from the financial sector. The research method applied in this research is based on secondary data sources and we have used desk research to illustrate most important points and findings on the topic.
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Lee, Alvin, and Claire Lambert. "Corporate Social Responsibility in McDonald’s Australia." Asian Case Research Journal 21, no. 02 (December 2017): 393–430. http://dx.doi.org/10.1142/s0218927517500146.
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This case focuses on marketing public policy and legislation issues in the business environment. The Commonwealth Government of Australia wants to impose mandatory warning labels for fast-food served by quick-service chainrestaurants like McDonald’s. These warnings are to appear on fast-food packaging to warn diners of the possible harms arising from consuming fast-food. This is similar to the warnings that are used in Australia on tobacco product packages. This highlights a turning point where legislators appear to be heeding calls of vocal pressure groups to curb and legislate the industry’s activities. The loudest calls have appeared in well-publicized legal cases and film documentaries like Super-Size Me. McDonald’s has been well-aware of these challenges. The company continues to respond and fight legal challenges on these points. As a result, the company has improved its supply chain, employees’ work-conditions, their treatment of animals, their stores, food and customer service to offer leaner, healthier and more upmarket products. The few vocal critics who have secured media coverage seem to rely on sensationalizing the issue — e.g., eating McDonald’s for 30 days makes you fat. They seem to ignore the results from other experiments where people who ate suitable portions of McDonald’s food for the same 30 day period actually lost weight. Other challenges that have been found to be lies in courts of law include allegations of animal cruelty, unsafe food and food that makes people obese. Yet the public continue to believe these allegations. Can the industry do more, or do something different, to change people’s minds?
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Aranchiі, Valentyna, and Mykola Іhnatenko. "Development of social entrepreneurship in Ukraine." University Economic Bulletin, no. 48 (March 30, 2021): 154–58. http://dx.doi.org/10.31470/2306-546x-2021-48-154-158.
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The subject of the research is the theoretical and practical aspects of the development of social entrepreneurship in the context of the concept of social responsibility. The purpose of the work is to determine the essential features and factors of the development of social entrepreneurship in the context of the concept of social responsibility for using the opportunities and resources of large business to support it. The methodological basis of the article is the main theoretical and methodological provisions of economic science, regulatory and legislative acts of Ukraine, works of leading foreign and domestic scientists on economics, marketing and management of social enterprises and social responsibility of business. Results of work. The essence, signs and directions of development of social entrepreneurship in Ukraine are determined. Revealed insufficient rates and scope of its distribution. The forms of participation of large business in its support in the context of social responsibility are substantiated. The field of application of results. The results can be used by enterprises united by territorial communities, regional and state authorities, non-governmental organizations. Conclusions. It is determined that social enterprises form a special sector of entrepreneurial activity, being created with the aim of solving social problems. They are becoming more widespread and can rely not only on their own resources and the capabilities of their members. It is substantiated that this can be a large and long-term support of a large business in the form of startups, outsourcing, and the like.
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Abdulai Mahmoud, Mohammed, and Robert E. Hinson. "Market orientation, innovation and corporate social responsibility practices in Ghana's telecommunication sector." Social Responsibility Journal 8, no. 3 (July 27, 2012): 327–46. http://dx.doi.org/10.1108/17471111211247910.
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PurposeThe aim of this study is to examine how market orientation, innovation, and corporate social responsibility (CSR) jointly impact business performance.Design/methodology/approachThis study adopts a quantitative research design. Research evidence was collected via a questionnaire‐based survey of marketing managers and executives of telecommunication companies in Ghana. The hypotheses developed following a review of scholarship on marketing, strategy and corporate citizenship were tested through regression analysis.FindingsThe results indicate that firms' degree of market orientation and CSR have significant impact on innovation, which then influences business performance. Furthermore, market orientation has direct significant effect on CSR, which tends to mediate the influence of market orientation on business performance.Research limitations/implicationsThe use of longitudinal research that combines managers' evaluation with a survey of consumers, employees, and other relevant stakeholders is suggested to confirm the results of this study.Practical implicationsThis study suggests that innovation and CSR are two key ingredients for transforming market orientation into a successful business strategy. Managers are to note that even “doing good” (a CSR initiative) requires a sense of innovation for it to trigger any significant financial performance for the business.Originality/valueThis study introduces a model in which the relationship between CSR, market orientation, and performance is mediated by innovation. The empirical evidence enhances the existing literature on marketing, corporate citizenship, and strategy.
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Kang, Charles, Frank Germann, and Rajdeep Grewal. "Washing Away Your Sins? Corporate Social Responsibility, Corporate Social Irresponsibility, and Firm Performance." Journal of Marketing 80, no. 2 (March 2016): 59–79. http://dx.doi.org/10.1509/jm.15.0324.
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Maldonado-Guzman, Gonzalo, Sandra Yesenia Pinzón-Castro, and Cid Leana-Morales. "Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business." Journal of Management and Sustainability 7, no. 3 (August 2, 2017): 38. http://dx.doi.org/10.5539/jms.v7n3p38.
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Several investigations are commonly found in marketing literature but there are relatively few theoretical and empirical researches that associate marketing with corporate social responsibility (CSR). There are even less empirical investigations that relate these two important constructs with firm reputation of enterprises aimed to small and medium-size enterprises (SMEs) which shows a clear void in literature regarding the existing relation between CSR activities, brand image of products or services created by enterprises and their firm reputation. For this reason, the main objective of this research paper is the analysis of the existing relation between CSR activities, firm reputation and brand image of products or services of SMEs by using a sample of 308 enterprises from Aguascalientes State. The results obtained show that CSR activities have positive and significant effects in both the firm reputation and brand image of products or services created by SMEs.
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Whang, Il-Chung. "Awareness of Social Responsibility by Korean Managers in Marketing Practices." International Studies of Management & Organization 28, no. 4 (December 1998): 19–25. http://dx.doi.org/10.1080/00208825.1998.11656746.
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Robin, Donald P., and R. Eric Reidenbach. "Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application." Journal of Marketing 51, no. 1 (January 1987): 44–58. http://dx.doi.org/10.1177/002224298705100104.
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The authors review the concepts of social responsibility and business ethics as well as some of the reasons why their adoption by marketing practitioners has been somewhat limited. An approach is developed to integrate these concepts into the strategic marketing planning process.
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Woo, Hongjoo, and Byoungho Jin. "Apparel firms’ corporate social responsibility communications." Asia Pacific Journal of Marketing and Logistics 28, no. 1 (December 31, 2015): 37–55. http://dx.doi.org/10.1108/apjml-07-2015-0115.
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Purpose – Corporate social responsibility (CSR) communication is a strategy to address companies’ goodwill to the society. Based on the institutional theory suggesting the influence of environmental factors of companies’ country-of-origins on their marketing practices, the purpose of this paper is to explore and compare the CSR communication practices of apparel firms from different countries. Design/methodology/approach – As a case study approach, this study investigates six apparel firms’ CSR communication disclosures on the official websites using a content analysis method and the Global Reporting Initiative’s categorial CSR reporting guidelines. Findings – Findings revealed that the six firms’ CSR communication adoption levels and focusses varied; the USA firms largely focussed on labor issues, while the European firms focussed on environmental issues and the Asian firms centered on social issues. Research limitations/implications – Although this study has limitations that pertain to case studies in general, this study provides academic contributions to the literature and managerial implications about different CSR focusses and communication activities across countries. Originality/value – CSR is especially important for the apparel business that highly involves social issues such as labor-intensive production. However, limited research showed how apparel firms are actually communicating CSR. This study was one of the early attempts on this topic.
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van de Ven, Bert. "An Ethical Framework for the Marketing of Corporate Social Responsibility." Journal of Business Ethics 82, no. 2 (August 26, 2008): 339–52. http://dx.doi.org/10.1007/s10551-008-9890-1.
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Eteokleous, Pantelitsa P., Leonidas C. Leonidou, and Constantine S. Katsikeas. "Corporate social responsibility in international marketing: review, assessment, and future research." International Marketing Review 33, no. 4 (July 11, 2016): 580–624. http://dx.doi.org/10.1108/imr-04-2014-0120.
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Purpose – Although corporate social responsibility (CSR) has been an issue of major concern for marketers for more than half a century, only recently has it attracted the attention of international marketing researchers. During the last two decades, this body of research has experienced an increasing trend, which, however, is very fragmented and diverse. In response, the purpose of this paper is to review, assess, and synthesize extant research on the role of CSR activities in international marketing. Design/methodology/approach – The review and assessment covered the period from 1993 to 2013 and all relevant articles were traced, using both electronic and manual search methods. Altogether, the authors identified 132 studies published in 106 articles that appeared in 63 journals. Each article was content analyzed by two coders who worked independently from each other, using a structured coding protocol. Due to the nominal nature of the finalized codes, these were statistically analyzed taking the form of percentage frequencies. Findings – The results were organized in terms of theoretical, methodological, and empirical considerations. Theoretically, a third of the articles were not anchored on any theory, while the remainder employed various theoretical platforms, with stakeholder theory having a predominant role. Methodologically, this specific body of research is characterized by growing sophistication and rigor, with some room for improvement, especially as regards the use of longitudinal research, better sampling methods, wider geographic scope, and advanced statistical analysis. Empirically, a broad range of issues was covered, with the most widely studied being those focussing on the elements of international marketing strategy, external environmental influences, and CSR practices. Originality/value – The authors review and assess 21 years of research conducted on a crucial and contemporary dimension of international marketing, namely CSR. The findings provide useful insights for public policymakers, business managers, academic scholars, and marketing educators. The authors also provide detailed directions for future research, extracted from the articles reviewed.
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Amoako, George Kofi, Joshua Kofi Doe, and Robert Kwame Dzogbenuku. "Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing." Society and Business Review 16, no. 3 (February 1, 2021): 398–419. http://dx.doi.org/10.1108/sbr-05-2020-0076.
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Purpose This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing. Design/methodology/approach Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model. Findings The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty. Research limitations/implications This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation. Practical implications By ensuring ethical codes, CSR and green marketing, firms can contribute to promoting the SDGs, and at the same time, achieving customer loyalty. Brand loyalty is further enhanced if customers see a firm to be practicing CSR. Social implications The SDGs of sustainable production patterns, climate change and its impacts, and sustainably using water resources must become the focus of companies as they ultimately yield loyalty. Policymakers and society can design a policy to facilitate adoption of better ethical behavior and green marketing by firms as a way of promoting SDGs. Originality/value To the best of the authors’ knowledge, this study is the first to test the mediation effect of green marketing and CSR on how ethical behavior leads to brand loyalty. It is also one of the few papers to examine how SDGs can be promoted by businesses as stakeholders.
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Alfakhri, Yazeed, Mohammad Nurunnabi, and Demah Alfakhri. "A citation analysis of corporate social responsibility (1970-2014): insights from Islamic perspective." Journal of Islamic Marketing 9, no. 3 (September 10, 2018): 621–54. http://dx.doi.org/10.1108/jima-09-2017-0092.
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Purpose The purpose of this paper is to analyse the citations of scientific research on the concept of corporate social responsibility (CSR) from 1970 to 2014. In particular, several interconnected research questions were investigated: How did the conceptualisation of CSR change from 1970 to 2014? What is the general direction of the change? How does Islamic CSR emerge? Design/methodology/approach An in-depth analysis was performed with the use of the data analysis tool available in the Web of Science. The study categorises CSR into four areas: business ethics and corporate governance; management; marketing; and others. The first three categories were based on the Chartered Association of Business Schools’ Academic Journal Guide 2010 and 2015 (UK). Findings The findings reveal that 67.19 per cent articles have been published based on the ranked journals of Academic Journal Guide 2010 and 2015. The findings of the study will help to inform future areas of CSR. The top journals which published most articles from Academic Journal Guide 2015 are Journal of Business Ethics and Corporate Social Responsibility and Environmental Management. Practical implications The findings suggest that the remit of sustainability from Islamic perspective is wider. Islamic marketing, as an area, remains largely in need of empirical research. The business communities should successfully integrate Muslim communities into their marketing strategies. Originality/value To the best of the knowledge, this is the first study to explore citation analysis of general CSR literature and Islamic CSR. The study finds that there has been an increase in interest in this subject of CSR and Islam in the recent years. Future research is needed on theory and methodological analysis of general CSR field and Islamic CSR field.
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Tsourvakas, Georgios, and Ioanna Yfantidou. "Corporate social responsibility influences employee engagement." Social Responsibility Journal 14, no. 1 (March 5, 2018): 123–37. http://dx.doi.org/10.1108/srj-09-2016-0153.
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Purpose The purpose of this study is to explore the influence of corporate social responsibility (CSR) on employee engagement, motivation and job satisfaction on the staff members of two multinational companies in Greece (Procter & Gamble [P&G] and Unilever). Design/methodology/approach A quantitative methodology in the form of statistical analysis of the results was derived from the responses on an employee engagement questionnaire. Findings Findings show that employees are proud to identify themselves with companies that have a caring image. CSR is also positively linked to employee engagement for both companies. Research limitations/implications The small size of the sample is a limitation because it leaves no room for generalising the findings. Secondly, although some of the hypotheses were backed by the data, he findings are not strong enough, as the reported correlations are too small. Practical implications Practitioners and marketing professionals can benefit from this research by absorbing the fact that employees feel engaged, satisfied and motivated when they play a positive role in the society through their work. As a result, it would be constructive for professionals to plan CSR strategies and involve employees both in planning and execution of those strategies. Originality/value Unlike other studies, the authors tried to examine the link between CSR and employee behaviour amid Greece’s financial difficulties.
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Allen, Alexis M., Todd Green, Michael K. Brady, and John Peloza. "Can corporate social responsibility deter consumer dysfunctional behavior?" Journal of Consumer Marketing 37, no. 7 (July 22, 2020): 729–38. http://dx.doi.org/10.1108/jcm-11-2019-3503.
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Purpose The purpose of this paper is to examine how and when a reputation for corporate social responsibility (CSR) can deter dysfunctional consumer behaviors (DCBs) such as shoplifting or negative word-of-mouth (WOM) in response to firm failures. The authors predict that congruency of the CSR activities and the basis for the firm failure (e.g. environmental protection, environmental harm) provides protection for firms while incongruency (e.g. environmental protection, social harm) does not. The authors base this prediction on the process of retroactive attribution and sense-making. Design/methodology/approach Across two studies the research finds support that a reputation for CSR can deter consumer dysfunctional behavior. Study 1 uses an experimental design with a Mturk sample, and a behavioral outcome using an overpayment situation, to examine when consumers will act honestly and recognize overpayment. Study 2 uses secondary data, across three novel data sources (Google trends data, an existing data set of consumer perceptions of CSR and Factiva to uncover press coverage of negative firm events). Study 2 examines how CSR reputation impacts consumers’ participation in negative WOM in response to firm failures. Findings Study 1 finds support for CSR congruency as a protection mechanism against dysfunctional behavior in response to negative events. The authors find that dysfunctional behaviors in conditions of congruency, while incongruent and a control condition do not provide such protections. Study 2 supports these findings using Google trends data in the form of online negative WOM. The authors find that when firms are known for their social performance, negative events in the social domain result in significantly lower levels of negative WOM. Originality/value The current paper makes the novel prediction that consumers will use a current negative event (corporate social irresponsibility) to re-evaluate previous CSR. Thus, in contrast with prior research, the authors argue that a negative event is not affected by previous CSR but that previous CSR is affected by a negative event. Furthermore, the authors posit that the congruency between the transgression and previous CSR moderates consumer perceptions, such that incongruent CSR and transgression contexts lead to increased DCBs through consumers’ retroactive sense-making process.
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Luo, Xueming, and C. B. Bhattacharya. "Corporate Social Responsibility, Customer Satisfaction, and Market Value." Journal of Marketing 70, no. 4 (October 2006): 1–18. http://dx.doi.org/10.1509/jmkg.70.4.001.
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