Thematische Bibliographien / CSR marketing

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Auswahl der wissenschaftlichen Literatur zum Thema „CSR marketing“

Autor: Grafiati
Veröffentlicht am 30. Juni 2021
Zuletzt aktualisiert am 18. Februar 2022

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Zeitschriftenartikel zum Thema "CSR marketing"

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Baker, Chris. „Diversity, marketing and CSR“. BDJ In Practice 34, Nr. 3 (März 2021): 28–29. http://dx.doi.org/10.1038/s41404-021-0678-7.

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Yang, Jing, und Kelly Basile. „The impact of corporate social responsibility on brand equity“. Marketing Intelligence & Planning 37, Nr. 1 (04.02.2019): 2–17. http://dx.doi.org/10.1108/mip-02-2018-0051.

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Purpose Despite the significant investment in research on corporate social responsibility (CSR), there still exists a lack of clarity in terms of how different types of CSR activities lead to the outcomes a firm desires with their investment in CSR. The purpose of this paper is to provide greater insight on the relationship between types of CSR activities and brand equity (BE). The authors develop and test a conceptual framework, which examines the unique relationship between each CSR dimension and BE, as well as the interaction of product-related CSR activities and employee-related CSR activities with CSR activities across the other dimensions. Design/methodology/approach The authors collected data from multiple secondary sources, including Kinder, Lydenberg and Domini (KLD) Research and Analytics Inc., Interbrand, Compustat and CMR. The authors used random-effect estimations to estimate panel regressions of BE as a function of the different dimensions of a firm’s CSR, interaction terms between CSR dimensions and product quality and interaction terms between employee relations and other CSR dimensions, as well as a set of control variables and Year dummy variables. Findings Based upon a large-scale panel data set including 78 firms for the period of 2000–2014, the results show that diversity- and governance-related CSR have a positive effect on BE, employee-related CSR has a negative effect on BE and both product and employee dimensions play important roles in the relationships between other CSR dimensions and BE. These results have important implications for both theory and practice. Originality/value This study makes several contributions to extant literature on CSR and brand strength. First, this study examines the impact of CSR on BE vs alternative measures of brand-related outcomes. This study uses the KLD database to determine scores for firm CSR activity. It is the first to use the extensive KLD database to examine the relationship between types of CSR activities and BE. Last, this study seeks to better understand some of the organizational factors which influence the success of CSR outcomes. Specifically, the research will examine the interaction of product-related and employee-related CSR activities with CSR activities across the other dimensions.
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Moliner, Miguel Angel, Diego Monferrer Tirado und Marta Estrada-Guillén. „CSR marketing outcomes and branch managers’ perceptions of CSR“. International Journal of Bank Marketing 38, Nr. 1 (22.07.2019): 63–85. http://dx.doi.org/10.1108/ijbm-11-2018-0307.

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Purpose The purpose of this paper is to analyze the role of bank branch managers’ perceptions of corporate social responsibility (CSR) in CSR marketing outcomes. Design/methodology/approach The paper proposes a causal model establishing that managers’ perceptions of CSR influence the perception of CSR held by the branch’s customers, which in turn directly affects customer satisfaction, customer trust, customer engagement and customer loyalty. The unit of analysis in this quantitative study is the bank branch. Two questionnaires were administered: one to branch managers and another to five customers in each branch. Findings Branch managers’ perceptions of CSR have a marked influence on customers’ perceptions of CSR, which again have a notable impact on the relationship variables studied: customer satisfaction, customer trust, customer engagement and customer loyalty. Research limitations/implications The sample was taken from two banks in the same country (Spain) and only five customers were interviewed in each branch. The type of customers analyzed should be taken into account since a growing number of customers now carry out all of their banking online and are less likely to visit their branch. Practical implications The results highlight the importance of adopting socially responsible actions not only in the bank as a whole, but also in individual branches. It would, therefore, seem crucial for high level bank executives not only to involve branch managers in the bank’s CSR strategy, but also to empower them to undertake CSR actions that involve the customers and local community with which they interact. Originality/value First, the paper reveals the differences within the same organization in the way its CSR strategy is implemented. Second, intermediary figures or supervisors are shown to have a key role in ensuring the organization’s CSR strategy is effective. Third, the study emphasizes the importance of customers’ perception of CSR in achieving the main outcomes of relationship marketing (satisfaction, trust, engagement and loyalty). Fourth, the methodology applied in the study is innovative in its construction of dyads in which the branch is the unit of analysis, enabling a comparison between the manager’s perceptions of CSR with that of five customers from the same branch. Fifth, the findings add to the knowledge of a particularly relevant sector in the recent economic crisis, namely, the retail banking industry.
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Liu, Gordon, Meng-Shan Sharon Wu, Wai Wai Ko, Cheng-Hao Steve Chen und Yantai Chen. „Cause-related marketing“. International Marketing Review 37, Nr. 4 (25.09.2019): 713–34. http://dx.doi.org/10.1108/imr-04-2019-0114.

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Purpose Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the purpose of this paper is to investigate the impact of CRM-led CSR in international business-to-business (B2B) markets. In particular, the authors examine the relationship between supplier CRM-led philanthropic CSR reputation and foreign customer business engagement in an international B2B setting. The authors also test how the foreign customer’s host-country sustainable development level moderates this relationship. Design/methodology/approach The authors collect and analyze dyadic data from multiple sources including: dyadic data from a supplier and its 90 foreign customers; the supplier’s internal company records; and publically available data. Findings The authors find that supplier CRM-led philanthropic CSR reputation positively affects foreign customer business engagement. Furthermore, the authors find that this positive relationship is stronger when host-country environments are characterized by achieving higher level of environmental well-being development. In contrast, this positive relationship is weaker when the foreign customer host-country environment is characterized by achieving higher level of economic well-being development. Originality/value The authors examine that impacts of CRM-led CSR in international B2B markets and differentiate the contingent roles of foreign customer host-country sustainable development in moderating such impacts.
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Hildebrand, Diogo, Sankar Sen und C. B. Bhattacharya. „Corporate social responsibility: a corporate marketing perspective“. European Journal of Marketing 45, Nr. 9/10 (20.09.2011): 1353–64. http://dx.doi.org/10.1108/03090561111151790.

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PurposeThe main goal of this paper is to provide an integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective, highlighting the critical role of CSR in effective corporate marketing strategies.Design/methodology/approachThe paper is conceptual and draws on the social identification, organisational identity and corporate marketing literatures from the European and US schools of thought.FindingsThe paper integrates and builds on extant thinking in corporate marketing and CSR to provide an identity‐based conceptualization of CSR. Based on this, it positions CSR as an optimal managerial tool for promoting alignment between multiple corporate identities (e.g. internal, external), which ultimately leads to key benefits for the company.Originality/valueThe paper is the first to highlight the unique role of CSR in being able to align multiple corporate identities. Furthermore, the paper threads together diverse perspectives on corporate identity and marketing to highlight the potential role of CSR in effective corporate marketing.
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Hastings, Gerard. „CSR“. Social Marketing Quarterly 22, Nr. 4 (01.08.2016): 280–89. http://dx.doi.org/10.1177/1524500416631942.

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Corporate social responsibility (CSR), with its subdisciplines of corporate social marketing (CSM) and cause-related marketing (CRM), has an axiomatically attractive ring. The idea of publicly traded corporations doing good deeds and behaving well seems self-evidently desirable, and any addition to humankind’s pool of social responsibility is surely to be welcomed. So when a multinational offers to provide books for British school children, support indigenous rights in the Americas, or fund child literacy programs in Malawi, the temptation is simply to say “thank you kind sir and more power to your elbow.” However, all that glisters is not gold and good deeds are not always what they seem; a kiss can be a mark of love or an act of betrayal. So we need to look further, beyond the immediate act, and examine motives, repercussions, and morality before we decide. We marketers, of all people, should look carefully at the price tag before we make the purchase. And when we do so with CSR, CSM, and CRM, it becomes clear that the costs are simply unaffordable. In this article, I adopt an uncompromisingly critical stance. I do so because helping those in need, who have fallen on hard times or are less fortunate than ourselves, and to do so without expectation of return or advantage, is the defining quality of our humanity. When we allow this to be co-opted and distorted for commercial advantage, we create a profound moral hazard.
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Kurniawati, Masmira, Sri Hartini und Lilik Rudianto. „Corporate Social Responsibility: Analisis Variabel Anteseden dan Konsekuensi“. Jurnal Manajemen dan Bisnis Indonesia 1, Nr. 2 (01.02.2014): 214–28. http://dx.doi.org/10.31843/jmbi.v1i2.19.

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This study is exploratory in nature and tries to explain buying consumer behavior of environmental friendly product. Specifically, this study focuses on the antecedents and consequences of corporate social responsibility (CSR) strategy and its impact on marketing outcome using qualitative method. Information on identification of consumer’s buying decision process of green marketing products, types of CSR, and marketing outcomes based on customer’s perspectives are gathered through in-depth interview. Nine propositions in relation to the antecedents and consequences of corporate social responsibility strategy from customer perspectives proposed from this study are: (1) consumer perception of CSR activity objectives influences consumer evaluation on CSR activity; (2) consumer evaluation on CSR activity influences consumer buying decision; (3) CSR activity influences customer value; (4) CSR activity creates consumer skepticism toward company; (5) product-related CSR activity which directly impact on consumer will increase consumer attitude toward product; (6) CSR activity influences consumer perception on company’s and product’s image and increase company as well as brand reputation; (7) consumer judgment on CSR activity influences consumer loyalty; (8) consumer characteristics strengthen the impact of CSR toward consumer buying decision; (9) consumer culture of collectivism influences their attitude toward CSR activity and buying decision of environmental friendly product. Keywords: corporate social responsibility, green marketing, marketing outcome, qualitative method
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Kim, Min-Seong, Brijesh Thapa und Stephen Holland. „Drivers of perceived market and eco-performance in the foodservice industry“. International Journal of Contemporary Hospitality Management 30, Nr. 2 (12.02.2018): 720–39. http://dx.doi.org/10.1108/ijchm-07-2016-0361.

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Purpose To foster environmental and sustainable practices, foodservice enterprises should exhibit a high degree of corporate social responsibility (CSR), ecological consciousness and innovation in green initiatives. This study examines the influences of CSR practices (i.e. economic, legal, ethical and philanthropic), environmental marketing activities (i.e. strategic and tactical) and innovation (i.e.technological and organizational) as drivers of market and eco-performance in the foodservice industry. Design/methodology/approach Based on an established framework of CSR, environmental marketing and innovation, an exploratory conceptual model was formulated and empirically assessed. Survey data were collected from representatives of the Korean foodservice franchise industry. Data analysis consisted of frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and path analysis. Findings Market performance was influenced by tactical environmental marketing, as well as technological and organizational innovation. Eco-performance was affected by tactical environmental marketing and technological innovation. However, technological innovation and organizational innovation were influenced by tactical environmental marketing, but were not significantly affected by strategic environmental marketing. Additionally, strategic environmental marketing was influenced by economic, legal, ethical and philanthropic CSR. Last, tactical environmental marketing was affected by economic, ethical and philanthropic CSR. Practical implications CSR, environmental marketing activities and innovation provide numerous benefits to businesses. Such benefits include enhanced market and eco-performance, both of which create competitive advantages. Originality/value There is a paucity of research on the effects of environmental marketing and innovation on corporate performance in the foodservice industry. The findings provide greater insights into the impacts of CSR, environmental marketing and innovation on corporations’ desired outcomes.
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Verhees, Frans, Abele Kuipers und Matthew Meulenberg. „Marketing potential of corporate social responsibility in supply chains“. Journal on Chain and Network Science 8, Nr. 2 (01.01.2008): 143–52. http://dx.doi.org/10.3920/jcns2008.x096.

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This paper provides a method to assess the customer value and marketing possibilities of increasing transparency about the corporate social responsibility (CSR) of supply chains. The willingness of small firms, in this study farmers in food supply chains, to make information available about certain CSR issues is measured and compared with CSR issues about which consumers value more information. This will identify the CSR issues about which it would be appropriate for supply chains to increase their transparency. Moreover, farmers in supply chains are grouped based on the information about CSR issues that they are willing to make available and matched with consumer segments that have a need for such information. The method is demonstrated for Dutch dairy supply chains, but it can easily be adapted to other (food) supply chains. Transparency about the CSR issue 'food safety' has marketing potential for Dutch dairy supply chains and can be increased relatively simply. Transparency about the CSR issue 'animal welfare' also has good marketing potential, but increasing the transparency about animal welfare is considered difficult. Transparency about the CSR issues 'environment' and 'revenues and costs' has little marketing potential for Dutch dairy supply chains. The existence of market segments that have a need for information about certain CSR issues and that can be matched with groups of farmers willing to provide this information shows that there are marketing opportunities for product differentiation and target marketing in the Dutch dairy supply chain.
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Oduro, Stephen, und Leul Girma Haylemariam. „Market orientation, CSR and financial and marketing performance in manufacturing firms in Ghana and Ethiopia“. Sustainability Accounting, Management and Policy Journal 10, Nr. 3 (01.07.2019): 398–426. http://dx.doi.org/10.1108/sampj-11-2018-0309.

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Purpose Corporate social responsibility (CSR) often gives a humanistic touch to the marketing activities of firms and even creates the atmosphere that businesses are reliable. Yet, little is known about its interaction effect on the relationship between market orientation (MO) and financial and marketing performance in emerging economies. The present study aims to comparatively examine the interaction effect of CSR on the direct link between MO and financial and marketing performance in manufacturing firms in Ghana and Ethiopia. Design/methodology/approach The interaction effect of CSR is examined using a quantitative methodological study design. A total of 439 usable questionnaires across manufacturing firms in Ghana and Ethiopia were collected and analyzed using SEM-PLS 3.0. Analytically, the study used product indicator approach to test the interaction effect of CSR on the nexus between MO and financial and marketing performance, while PLS-multigroup analysis (PLS-MGA) was used to test the significance of the observed differences in the results among the manufacturing firms in the two countries. Findings Results show that MO significantly improves financial and marketing performance. However, CSR reveals both “suppression” and “spurious” effects on the direct link between MO and financial and marketing performance under varying market conditions. The relationship between MO and financial performance is weakened in Ghanaian manufacturing firms but is strengthened in Ethiopian manufacturing firms when the level of CSR is high. Results, moreover, show that the nexus between MO and marketing performance is strengthened when CSR actions are high in both Ghanaian and Ethiopian manufacturing firms. The PLS-MGA revealed that these differences in findings in the two countries are statistically significant. Practical implications The findings suggest that company managers and marketing practitioners can use CSR in their marketing orientation campaigns to keep high performance and to remain competitive in today’s globalized market. Social implications Findings illustrate that incorporation of social interests and sustainability initiatives into firms’ marketing orientation strategies can meet stakeholders’ interest and expectation. Originality/value This is one of the few studies that examine comparatively the interaction effect of CSR on the MO–financial and marketing performance linkage in two emerging economies. The study extends our understanding of the RBV and stakeholder theories regarding the role of CSR in firms’ marketing strategies.
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Dissertationen zum Thema "CSR marketing"

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Puttnerová, Žaneta. „Interní marketing jako CSR strategie firmy“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241380.

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This diploma thesis focuses on the application of the concept of social responsibility in business practise of the companies Sanofi-aventis, s.r.o., MSD IT Global Innovation Center s.r.o. Heineken Česká republika, a.s. This application is based on mentioned theoretical foundations and qualiative research. The thesis also analyzes and evaluates the implementation of CSR strategy of internal marketing in chosen companies. The aim is to suggest activities to effective application of internal marketing strategy for these companies.
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Åberg, Minna, und Filip Mattsson. „How CSR is marketed and optimized in the Swedish fashion industry : A qualitative study on digital marketing and web analytics when marketing CSR“. Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172912.

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The fashion industry is commonly known for being responsible for large amounts of environmental damage as well as having poor working conditions. This is why many companies operating withinthe Swedish fashion industry are working with Corporate social responsibility (CSR)in orderto become more sustainable. CSR is a well-knownconcept that has been researched in many studies as well asimplemented by many companies. While there are many ways to incorporateCSRactivities, the main goal is to take responsibilityfor the actions of the company, address stakeholder interestsand work towards more sustainable operations. Besides CSR, this study also investigates the use of digital marketing and web analytics in the Swedish fashion industry. While mostcompanies activelyuse digital marketing, a large number of companies fail at utilizing the full potential of web analytics when evaluating digital marketing strategies. Furthermore, thisstudy investigates how companies in the Swedish fashion industry use digital marketing and web analytics when marketing their CSR initiatives. The purpose of this study was todevelop a deeper understanding about the role that digital marketing and web analytics have in marketing CSR initiatives in the Swedish fashion industry. The Swedish fashion industry was the context investigated in this study as the fashionindustry is at front edge with implementingCSR initiatives,and is developing into becoming a less environmentally damaging industrywith stricter regulations and more knowledgeableconsumers.This study was conducted througha qualitative method with semi structured interviews. The respondents consisted of CEOs,sustainability experts as well as business developers working within the Swedish fashion industry. Through a thematic analysis, we have found themes which in turn were analyzed regardingCSR activities, digital marketing and web analytics. The findings showed that there was an existing controversy with the marketing of CSR, which might have been due to the lack of clear guidelines and regulations restricting what can be considered as sustainable products. This situation led to some marketingwithin the industry being considered as misleading marketing, while some companies did not dare to market their CSR initiativesdue to the fearof being criticized for green washing or not doing enough. Furthermore, the findings showed that digital marketing has a largerole in the Swedish fashion industry. While some companies worked extensively with web analytics to improve their marketing campaignsand social channels, othercompanies failed at utilizing the full potential of web analytics.
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Bělonohá, Romana. „Zelený marketing“. Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-76908.

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The aim of the Thesis is to give an overview of selected companies from various industries that have an ecological approach and utilize green marketing together with a following overall evaluation forecast of likely development of the subject, mainly in the Czech Republic environment in comparison with the world.
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Persson, Stefan, und Frida Dahl. „Communication of CSR : How Swedish consumers' perceptions and behaviour are influenced by promoted CSR activities“. Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1346.

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Problem: CSR is today a frequently used concept, as companies to a larger extent are held accountable for what is happening in the society. The company should also inform the stakeholders about their CSR activities in an appropriate way, in order to capitalise from all possible benefits. According to Schrader et al. (2006), one group that is extremely important to inform is the con-sumers. In order to make a trustworthy impression and gain the most bene-fits, the choice of CSR activity and way of communication is crucial for the company, and therefore the perceptions of the consumers are very impor-tant to know more about and understand. Little research has been done about the consumers’ perception of CSR, especially for Swedish consumers.

Purpose: The purpose of this thesis is to find out how Swedish consumers’ percep-tions and behaviour towards a company are influenced by communication of specific CSR activities.

Method: The data collection was done through a questionnaire that was completed online by 102 respondents. The respondents were asked to answer how their view of the company and willingness to buy from a company was changed by each the six specified CSR initiatives, as well as how they would prefer to get information about a company’s CSR activities. Their responses were analysed with help from consumer behaviour and promotion theories.

Conclusions: All the initiatives gave a positive influence on the respondents’ perceptions, but the ones resulting in the most positive changes of the perceptions and willingness to buy were social responsible business practises, cause-related marketing and corporate philanthropy, which are initiatives where the com-pany are doing the largest effort instead of just encouraging others to make an effort. The respondents answered that they trust the companies’ infor-mation about CSR to some extent, but also think a third party should scru-tinise the companies’ activities and inform. The most favourable channel for CSR information was in the store and on packages, from environmental or-ganisations and the company’s webpage. Therefore it seems like the re-spondents value that the companies provide information, but are not too forward and pushing the information on them by for example advertise-ments.

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Mohamed, Bibri. „Corporate Sustainability/CSR Communications and Value Creation : A Marketing Approach“. Thesis, Blekinge Tekniska Högskola, Sektionen för management, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4173.

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The purpose of this study is to explore the current practices in corporate sustainability/CSR communications and how this trend contributes to corporate value creation. More specifically, this study looks at this subject from the angle of how companies can use corporate sustainability/CSR communications in marketing activities to attain corporate marketing objectives. To achieve the aim of this study, an examination of the current practices in corporate sustainability /CSR communications was performed through a pertinent empirical and theoretical literature review as well as a quantitative and qualitative empirical method using a survey questionnaire. The author attempted, in the same way, to illustrate how corporate sustainability/CSR communications can strengthen corporate reputation and directly enhance financial performance. For theory, two bodies of literature (corporate communications and corporate sustainability) were selected for review in terms of the degree of synergy and integration between them and their implications for this thesis. The key findings from literature review and empirical study showed that the practices of corporate social responsibility communications occurs through CSR, Triple Bottom Line (PPP) or corporate sustainability reporting, stakeholder dialogue on sustainability issues and social and environmental communication programs. Also, the auditing and assurance of CSR reporting is carried out through different measures including internal (i.e. human resources management, CSR and/or PR department) and external (i.e. business partner, consulting or risk management firm) or both measures. It was also found that sustainability has been a part of corporate culture and strategy development for a number of organizations pursuing the sustainability path for decades. Moreover, public relations activity is ranked the most effective in communicating sustainability at corporate level and has the potential to reach a wide spectrum of stakeholder audiences. However, a level of skepticism was noticed among stakeholders towards corporate sustainability/CSR communications. Nonetheless, knowing how stakeholders perceive corporate image and what they expect in return for their support is fundamental in designing effective corporate and marketing communications strategies. Stakeholders’ relations management is the bottom line for success and sustainability of the business and lies at the core of CSR practice and its reporting. Further, the growth of corporate sustainability/CSR communications has reflected the keen interest from all stakeholders; hence, it has become a topic of major importance and also, as it was found, a key factor that experts and planners in the field should capitalize on and watch in competitive marketplaces. Furthermore, having a pro-social and environmental agenda means having a sound corporate and marketing communications strategies that can build a company’s reputational standing and create sustainable competitive advantages. The trend towards injecting sustainability into corporate decisions making and strategy development has come about through what organizations have achieved in terms of value creation pertaining to reputation and financial performance enhancement. The author’s review of the literature makes an advance on extant reviews of the literature by highlighting the importance of corporate sustainability/CSR communications in marketing with respect to corporate value maximization. Overall, this thesis endeavours to present contributions, avenues and departure of journeying for further empirical research and development.
+46704352135
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Averstad, Markus, und Markus Eriksson. „CSR och B2B, olja och vatten? : En undersökning av CSR som konkurrensfördel inom Business-to-Businessmarknaden“. Thesis, Södertörn University College, School of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3009.

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Hornemark, Malin. „Kommunicera CSR genom influencer marketing: utmaningar och möjligheter : – en kvalitativ studie“. Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-44732.

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Syfte: Syftet är att skapa förståelse för hur företag arbetar med CSR och om det är möjligt att använda sig av influencers som marknadsföringsverktyg när detta arbete ska förmedlas. Syftet är också att ta reda på om denna marknadsföring har några underliggande utmaningar och möjligheter.  Metod: Studien utgår från en kvalitativ metod med en induktiv forskningsansats. Den empiriska datainsamlingen omfattar tio semistrukturerade intervjuer genomförda med två urvalsgrupper, bestående av företag och konsumenter. Den empiriska insamlingen har analyserats med en tematisk analys och en SWOT-analys. Studiens diskussion har utförts genom att relatera empirin till teorin.  Resultat & slutsats: Resultatet har visat att företag inte arbetar enligt en traditionell utformning av CSR utan att snarare en uppdatering av begreppet som numera benämns som ”hållbarhet”. De tre dimensionerna som CSR består av utgör fortfarande grunden även i revideringen. Influencers går att använda i kommunikation av hållbarhet men det finns flertalet underliggande nyckelfaktorer som bör tas i beaktning innan verktyget implementeras.  Förslag till fortsatt forskning: Faktorerna har sammanställts i en SWOT-analys som förslag till vidare forskning. Framtida studier kan studera fler svenska företag och se om dessa funna faktorer instämmer med varandra. Vid ett sådant tillfälle kan en tydligare modellering göras för hur denna typ av marknadsföring bör genomföras.
Purpose: The aim is to create an understanding of how companies work with CSR and whether it is possible to use influencers as a marketing tool when CSR is being communicated. The purpose is also to find out if this communication has any underlying challenges or opportunities.  Method: The study is based on a qualitative method with an inductive research approach. The empirical data consists of ten semi-structured interviews conducted with two selection groups, consisting of companies and consumers. The empirical data has been analyzed with a thematic analysis, a SWOT-analysis and the study’s discussion has been done by relating the empirical material to the theoretical references.  Result & conclusion: The result has shown that companies do not work according to a traditional design of CSR, but with an updated version of the concept, now to be referred as ”sustainability”. The three fundamental dimensions in CSR is still the basis of the renewed CSR. Influencers can be used in the communication of CSR/sustainability but there are several underlying challenges and threats that should be considered before implementing the tool.  Suggestions for future research: The challenges and opportunities have been summarized in a SWOT analysis and the summary is the proposal for future research. Future studies can be to study other Swedish companies and see if these found factors agree with each other. If this is the case, a better– more developed – version of the model can be done for how this type of marketing should be carried out.
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Nováková, Jana. „Using CSR to increase the value of the company“. Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262335.

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The goal of the thesis is to find if and how active corporate social responsibility can increase the value of company together with identification of the most impactful activities in this regard. For this purpose, the thesis is structured into three parts. The first part provides overview of theoretical approaches to the company value with specific focus on Corporate Social Responsibility, sustainability and communication. In the second part, initiatives in the area of sustainability in a case company are reviewed. For this purpose, a leader and innovator in the area of CSR has been selected with variety of best practices that have been mapped. Based on the conducted research, the third part summarizes recommendations from both theory, as well as practice on those activities that should be considered by other companies for incorporation.
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Alhouti, Sarah. „Csr and facets of value creation| The role of key moderators“. Thesis, The University of Alabama, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3612061.

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The value corporate social responsibility (CSR) creates for consumers still remains unexplored although its importance has been demonstrated in several contexts including pricing (Chang and Wildt 1994), retailing (Baker, Parasuraman, Grewal, and Voss 2002), and across cultures (Xiao and Kim 2009). Monroe (2003) argues that consumers would be willing to pay a higher price when they perceive a substantial value associated with making a purchase. In order to resolve many of the inconsistent findings in the CSR literature, such as the inconsistencies of CSR's ability to influence attitude (Sen, Bhattacharya, and Korschun 2006; Webb and Mohr 1998) and purchase intent (Mohr and Webb 2005; Trudel and Cotte 2009), it is necessary to explore which facets of perceived value consumers derive from CSR. However, without knowing what type of perceived value consumers gain from CSR, researchers and managers lack the information they need to understand why consumers are willing (or not willing) to pay a higher price in the context of CSR. The value created by CSR depends on the type of CSR activity that the company engages in (Peloza and Shang 2011). This study utilized cause-related marketing (CrM) as a type of CSR and proposed that it will influence consumers' values. Specifically, the value consumers derive from CrM will be moderated by perceptual and attitudinal factors. The perceptual factors examined in this study include the company's reputation, the authenticity of the CSR action, and the consumer's perceived personal role. The attitudinal factors included in the study are cynicism, moral disengagement, and consumer alienation. Two experiments were conducted, and the results show that an authentic CSR image accompanied with CrM influences consumers' esteem and spiritual values. This study also finds that consumer values of esteem and spirituality create favorable consumer responses. Finally, the consumer's perception that he or she has a personal role in impacting a cause enhances the value derived from CrM.

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Engelbrand, Sandra, und Patricia Lundberg. „CSR-Marketing : En studie om kunders köpbeslut och påverkan av hotellbranschens marknadsföringsarbete“. Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-68712.

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Bücher zum Thema "CSR marketing"

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Stehr, Christopher, und Franziska Struve, Hrsg. CSR und Marketing. Berlin, Heidelberg: Springer Berlin Heidelberg, 2017. http://dx.doi.org/10.1007/978-3-662-45813-6.

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Rommelspacher, Marion. Corporate Social Responsibility aus Konsumentensicht: Entstehung der CSR-Beurteilung und ausgewählte Erfolgswirkungen. Wiesbaden: Gabler Verlag, 2012.

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Sin, Kang-gyun. Uri kangsan p'urŭge p'urŭge 25-yŏn ŭro pon kiŏp ŭi sahoejŏk ch'aegim hwaltong (CSR) 10-kyemyŏng. [Seoul]: K'ŏmon Puksŭ, 2008.

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Waßmann, Jan. Grundlagen der CSR aus der Perspektive des Marketings. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-04406-0.

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Wisconsin. Dept. of Transportation., United States. Dept. of Transportation. Office of the Secretary. und Ecosometrics inc, Hrsg. Marketing manual for shared-ride taxi systems in Wisconsin. [Washington, D.C.?]: U.S. Dept. of Transportation, Office of the Secretary of Transportation, 1987.

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McArdle, James. West European car market outlook: Winners and losers in recovery. London: Pearson Professional, 1994.

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American car design now: Inside the studios of today's top car designers. New York: Rizzoli, 2003.

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Bhogal, Diana. Has the logistics function subsumed the marketing function within British car retailing?. London: LCP, 2002.

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Sorenson, Daniel O. Photoshop CS2 for advertising and marketing: Secrets from an entertainment advertising insider. Berkeley, CA: Peachpit Press, 2006.

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CPR for nonprofits: Creative strategies for successful fundraising, marketing, communications, and management. San Francisco: Jossey-Bass, 2000.

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Buchteile zum Thema "CSR marketing"

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Schiebel, Walter. „CSR und Marketing“. In Corporate Social Responsibility, 705–20. Berlin, Heidelberg: Springer Berlin Heidelberg, 2015. http://dx.doi.org/10.1007/978-3-662-43483-3_46.

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Schiebel, Walter. „CSR und Marketing“. In Corporate Social Responsibility, 453–67. Berlin, Heidelberg: Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-25399-7_29.

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Stehr, Christopher, und Franziska Struve. „CSR und Marketing“. In Management-Reihe Corporate Social Responsibility, 3–11. Berlin, Heidelberg: Springer Berlin Heidelberg, 2017. http://dx.doi.org/10.1007/978-3-662-45813-6_1.

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Helmold, Marc, René Dathe, Tracy Dathe, Dominique-Pascal Groß und Florian Hummel. „CSR im Marketing“. In Corporate Social Responsibility im internationalen Kontext, 133–39. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-30899-5_6.

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Awa, Hart O. „Strategic Marketing & CSR“. In Encyclopedia of Corporate Social Responsibility, 2336–41. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-28036-8_596.

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Jahdi, Khosro S. „Marketing Communications and CSR“. In Encyclopedia of Corporate Social Responsibility, 1636–42. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-28036-8_163.

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Turker, Duygu. „Socially Responsible Marketing“. In CSR, Sustainability, Ethics & Governance, 99–114. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-91710-8_6.

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Stierl, Marcel, und Arved Lüth. „Grundlagenwissen zu CSR“. In Corporate Social Responsibility und Marketing, 5–12. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-07762-4_2.

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Schlegelmilch, Bodo B. „Global Marketing Ethics and CSR“. In Management for Professionals, 195–220. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26279-6_10.

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Birk, Axel. „CSR und Wettbewerbsrecht: Zulässigkeit von Umweltwerbung und CSR-Marketing“. In CSR und Recht, 191–211. Berlin, Heidelberg: Springer Berlin Heidelberg, 2015. http://dx.doi.org/10.1007/978-3-662-44119-0_9.

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Konferenzberichte zum Thema "CSR marketing"

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Boháček, Jiří, Zdeněk Linhart und Peter Matisko. „Marketing of CSR“. In Proceedings of the International Conference on Economics, Management and Technology in Enterprises 2019 (EMT 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/emt-19.2019.3.

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Gao, Teng, Lishan Xie und Patrick Poon. „DOES CSR ALWAYS PROTECT FIRMS AGAINST NEGATIVE PUBLICITY?“ In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.11.02.03.

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Shin, Jong-Kuk, Min-Sook Park und Mi-Ri Kim. „HOW DO CONGRUENCE AND ATTRIBUTION INTERACT IN CSR ADVERTISING CAMPAIGNS?“ In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Korean academy of marketing science, 2014. http://dx.doi.org/10.15444/gmc2014.01.08.02.

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Jebarajakirthy, Charles, und Paramaporn Thaichon. „A CONCEPTUAL MODEL FOR MARKETERS’ CONTRIBUTIONS TO CORPORATE SOCIAL RESPONSIBILITY PROGRAMS (CSR)“. In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.08.05.04.

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Bartels, Jos, und Anne-Marie van Prooijen. „COMMUNICATING CSR MOTIVES IN CONSUMERS’ COMPANY EVALUATIONS: THE ROLES OF CUSTOMER-COMPANY IDENTIFICATION AND SKEPTICISM“. In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.09.04.06.

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Sang-Lin und Jong Won Lee. „DOES CORPORATE SOCIAL RESPONSIBILITY MATTER EVEN IN B2B MARKET?: EFFECT OF CSR ON CUSTOMER TRUST“. In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.04.01.06.

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Song, Hyijae, Ha Youn Kim und Yuri Lee. „THE INFLUENCE OF INFORMATION SOURCE CHARACTERISTICS OF SNS ON ONLINE CSR eWOM ACCEPTANCE AND ATTITUDES TO THE COMPANY“. In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.04.02.04.

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„An Assessment of Customer Perception of Corporate Social Responsibility (CSR) Through Cause Related Marketing (CRM) Initiatives“. In International Conference on Business, Law and Corporate Social Responsibility. International Centre of Economics, Humanities and Management, 2014. http://dx.doi.org/10.15242/icehm.ed1014009.

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Tjokrosaputro, Miharni. „The Roles of CSR and Marketing Ethics in FMCG Company’s Reputation During the Covid-19 Pandemic“. In Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210507.057.

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Xie, Yi. „DO CONSUMERS FEEL BETTER ABOUT THEMSELVES THROUGH PARTICIPATING IN CSR PROGRAMS? THE MODERATING ROLE OF PERCEIVED CORPORATE MOTIVES AND SELF-RELEVANCE“. In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.08.03.01.

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