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Baker, Chris. "Diversity, marketing and CSR." BDJ In Practice 34, no. 3 (March 2021): 28–29. http://dx.doi.org/10.1038/s41404-021-0678-7.
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Yang, Jing, and Kelly Basile. "The impact of corporate social responsibility on brand equity." Marketing Intelligence & Planning 37, no. 1 (February 4, 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, and Marta Estrada-Guillén. "CSR marketing outcomes and branch managers’ perceptions of CSR." International Journal of Bank Marketing 38, no. 1 (July 22, 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, and Yantai Chen. "Cause-related marketing." International Marketing Review 37, no. 4 (September 25, 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, and C. B. Bhattacharya. "Corporate social responsibility: a corporate marketing perspective." European Journal of Marketing 45, no. 9/10 (September 20, 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, no. 4 (August 1, 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, and Lilik Rudianto. "Corporate Social Responsibility: Analisis Variabel Anteseden dan Konsekuensi." Jurnal Manajemen dan Bisnis Indonesia 1, no. 2 (February 1, 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, and Stephen Holland. "Drivers of perceived market and eco-performance in the foodservice industry." International Journal of Contemporary Hospitality Management 30, no. 2 (February 12, 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, and Matthew Meulenberg. "Marketing potential of corporate social responsibility in supply chains." Journal on Chain and Network Science 8, no. 2 (January 1, 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, and 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, no. 3 (July 1, 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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Chen, Xiaoye, Rong Huang, Zhiyong Yang, and Laurette Dube. "CSR types and the moderating role of corporate competence." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1358–86. http://dx.doi.org/10.1108/ejm-12-2016-0702.
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PurposeThis paper aims to investigate the impact of different types of corporate social responsibility (CSR; i.e. value-creating CSR, promotional CSR and philanthropic CSR) on consumer responses and the moderating role of corporate competence.Design/methodology/approachThe authors tested the hypotheses by using two empirical studies – a survey and an experimental study. The evidence is generated based on generalized linear model repeated-measures ANOVAs for the survey study and two-way factorial ANOVAs for the experimental study.FindingsThe findings show that in general, consumers respond to value-creating CSR more favorably than to philanthropic CSR or promotional CSR. In addition, corporate competence moderates consumers’ responses to different types of CSR in such a way that promotional CSR is more likely to have the desired effects when carried out by low-competency rather than by high-competency firms, whereas value-creating CSR is more effective for high-competency firms than for low-competency ones. Philanthropic CSR works equally in both types of firms.Research limitations/implicationsThis research answers a long-term call to study the differential consumer effects of various CSR types. It also identifies perceived corporate competence, an important consumer-based corporate factor, as a potential moderator of consumers’ response to CSR types.Practical implicationsArmed with the findings, companies can choose CSR practices that fit with their company characteristics. This research offers important and specific managerial implications to firms with different company profiles on their CSR choices.Originality/valueGiven that today’s managers are faced with the challenge of selecting desirable CSR activities from a group of options, the authors answered the call by studying the differential effects of a wide array of CSR choices and provide important practical guidance to managers. For the first time in the literature, the study also investigates the potential interactive effects between specific CSR types and corporate competence on consumer reactions. This inquiry bears significant relevance to the ongoing discussions concerning whether and how company characteristics generate influences on the outcomes of CSR strategies.
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Schröder, Philipp. "Corporate social responsibility (CSR) website disclosures: empirical evidence from the German banking industry." International Journal of Bank Marketing 39, no. 5 (February 25, 2021): 768–88. http://dx.doi.org/10.1108/ijbm-06-2020-0321.
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PurposeContent analysis was used to examine the CSR disclosures of 78 bank websites based on four categories: environment and energy, human resources, customers and products and community involvement. Furthermore, sample units were grouped according to their characteristics, and nonparametric tests were employed to determine significant differences between these groups.Design/methodology/approachThis study (1) examines the extent of corporate social responsibility (CSR) disclosure on bank websites and (2) analyzes the relationship between online CSR disclosure and bank characteristics (i.e. size, profitability, capital market orientation, government ownership, media visibility and bank category).FindingsThe results reveal that the most-disclosed (least-disclosed) CSR information by banks relates to customers and products (environment and energy). Moreover, characteristics such as size, capital market orientation, government-ownership and media visibility are significant in explaining CSR website disclosures, while profitability (bank category) is not (only partially) significant.Research limitations/implicationsAlthough the sample constitutes all the relevant banks in Germany, it is small and limited to a single national context. Thus, the results may not be generalizable.Originality/valueThis study contributes to the relatively scarce literature concerning CSR disclosures on banks' websites, provides new empirical data and extends prior research that compares CSR practices among different types of banks. Recommendations for action are also formulated that are relevant for banking practitioners in the present and future.
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Deigh, Linda, and Jillian Dawes Farquhar. "Developing corporate social responsibility in financial services." International Journal of Bank Marketing 39, no. 3 (May 31, 2021): 478–96. http://dx.doi.org/10.1108/ijbm-07-2020-0410.
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PurposeThe purpose of this study is to contribute to the theory and practice of financial services marketing in sub-Saharan Africa (sSA) by investigating how financial service providers are developing corporate social responsibility (CSR) practices, in particular, seeking to uncover the involvement of stakeholders.Design/methodology/approachFollowing an interpretivist approach, the study uncovers fresh and context-rich insights through an analysis of a multiple case study consisting of retail banks in Ghana. Data consist of semi-structured interviews with senior managers and analysis of documents and archives.FindingsThe study uncovers three key CSR practices practised by the retail banks: giving, community and corporate reputation/brand with which their stakeholders are only to some extent involved. Banks not as yet drawing extensively on stakeholder resources for CSR practices.Research limitations/implicationsThe study uses an inductive and in-depth approach to explore contextual insights into CSR, but with subsequent limitations on how far the findings can be extended.Practical implicationsThe study offers outline for financial services marketing involving stakeholders in CSR.Social implicationsIt discovers that banks acquire social capital through their CSR activities in the community.Originality/valueThe study contributes to financial services marketing theory and practice through an evidence-based framework uncovering the development of CSR through practices that as yet draw on stakeholder resources to a limited extent. Research suggests that CSR practices are dynamic and subject to a range of situational conditions.
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Sergius Koku, Paul, and Selen Savas. "On corporate social responsibility and Islamic marketing." Journal of Islamic Marketing 5, no. 1 (March 4, 2014): 33–48. http://dx.doi.org/10.1108/jima-04-2013-0028.
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Purpose – The purpose of this study is to examine the concept of corporate social responsibility (CSR) and explore its connection to Islamic marketing with the view of providing the basis for an integrated framework of the two which corporations could use to market worldwide and not only to Islamic consumers. Furthermore, the study explores the connection between CSR and Islamic marketing using the tenets of the Qur'an. Design/methodology/approach – The study critically reviews the literature on CSR and links it to the Qur'anic teachings. Findings – The study concludes that Islamic marketing will be richer in scholarship and practice if dialogue is established, and areas of commonality between Islamic marketing and CSR are explored. Research limitations/implications – This is a theoretical paper that needs to be empirically validated in further studies. Practical implications – The study has several practical implications on how corporations, entrepreneurs and the marketing practitioner could conduct transactions that are consistent with the principles of CSR and the Qur'an. Originality/value – The study is creative and uses original arguments based on the review of the literature and the Qur'an.
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S., Sreejesh, Juhi Gahlot Sarkar, and Abhigyan Sarkar. "CSR through social media: examining the intervening factors." Marketing Intelligence & Planning 38, no. 1 (August 7, 2019): 103–20. http://dx.doi.org/10.1108/mip-12-2018-0569.
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Purpose The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR activities (e.g. CSR co-creation), social media characteristics (e.g. media richness) and consumer’s community identification in shaping the effect of perceived CSR motive on consumer–brand relationship. Design/methodology/approach A 2 (CSR motives: self-oriented vs society-oriented) × 2 (CSR co-creation: yes vs no) × 2 (media richness: high vs low) between-subjects experimental design is employed. Findings The results elucidate that when consumers perceive that CSR is for self-serving (vs society-serving) motive, allowing consumers to co-create CSR in a high media-rich virtual platform enhances consumer–brand relationship quality. In addition, the results also support that the interactions of perceived CSR motives, co-creation and media richness enhance consumer–brand relationship through the mediation of community identification. Originality/value The current study draws implications for effective CSR co-creation through rich social media platforms, so as to enhance consumer–brand relationship quality via creating community identification.
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Tingchi Liu, Matthew, Ipkin Anthony Wong, Guicheng Shi, Rongwei Chu, and James L. Brock. "The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference." Journal of Services Marketing 28, no. 3 (May 6, 2014): 181–94. http://dx.doi.org/10.1108/jsm-09-2012-0171.
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Purpose – This paper aims to investigate how corporate social responsibility (CSR) performance (i.e. to the environment, society and stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality on the relationship between CSR performance and brand preference is also studied. Design/methodology/approach – In 2011, 243 valid responses to questionnaire surveys were collected from a convenience sample in China. Regression analyses were used to test the hypotheses. Findings – Customers’ brand preference can be enhanced by CSR performance. Performance in each of the three CSR domains (i.e. environment, society and stakeholders) positively impacts brand preference, although to different degrees. The impact of CSR on stakeholders has the strongest influence on Chinese customers’ brand preference among the three CSR domains. Perceived brand quality was found to be a mediator of the relationship between CSR performance and brand preference. Research limitations/implications – This research studies the relationship between CSR performance and brand preference. Results show CSR performance is not the strongest predictor of branding outcomes, its explanatory power is comparatively weaker than that of perceived brand quality. Additionally, we found a mediating effect of perceived brand quality on the relationship between CSR performance and brand preference. Practical implications – Brands can be more attractive to Chinese consumers when brands take appropriate investments in CSR activities. A socially responsible brand is not guaranteed to yield a competitive advantage. Instead a competitive advantage will more likely result through the employment of the appropriate CSR strategies, with a focus on stakeholders’ interests. Originality/value – The current research contributes to the literature by finding that not all CSR activities are equally effective. Customers in emerging markets still appear to be focused more on the quality of brands and, to some extent, stakeholder CSR practice, as these provide direct benefits to customers. Findings of this study also support the notion that Chinese consumers are beginning to use CSR information to evaluate brands.
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Hetze, Katharina, and Herbert Winistörfer. "CSR communication on corporate websites compared across continents." International Journal of Bank Marketing 34, no. 4 (June 6, 2016): 501–28. http://dx.doi.org/10.1108/ijbm-02-2015-0022.
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Purpose – The purpose of this paper is to evaluate how the 106 largest banks in the world use their corporate websites for corporate social responsibility (CSR) communication, identifying CSR communication patterns by continent. Design/methodology/approach – An analysis of the location of CSR information on the banks’ corporate websites, a longitudinal analysis of the publication of CSR reports by the banks from 2000 to 2012, and a content analysis of the most current CSR reports in the recent period of study were undertaken. Findings – Three-quarters of the banks communicate on CSR issues on their corporate website – either located in the section “About Us” or under a separate “CSR” heading which is directly accessible on the front homepage. Company reports published on the website are the most important vehicle for CSR communication. Their publication increased from six for the publication year 2000 to a peak of 63 reports for the year 2011. The reports’ titles are most commonly linked to the concepts of “responsibility” or “sustainability” and refer to ten main stakeholders and topics. In a comparison between continents there is a difference in the use of titles: European banks prefer the title “Sustainability Report”, while Asian and American banks in particular prefer the title “CSR Report”. Research limitations/implications – The paper focuses on corporate communications, and therefore does not address perspectives on CSR communication from other disciplines. Within CSR communication, sources of CSR-related information other than the corporate websites have not been considered. Originality/value – This paper gives the first comprehensive picture of the trend in CSR communication on corporate websites in the global banking sector.
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Pérez, Andrea, and Ignacio Rodríguez del Bosque. "Customer CSR expectations in the banking industry." International Journal of Bank Marketing 32, no. 3 (April 28, 2014): 223–44. http://dx.doi.org/10.1108/ijbm-09-2013-0095.
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Purpose – The purpose of this paper is to examine customer corporate social responsibility (CSR) expectations in the crisis context of the Spanish banking industry. The paper also takes into consideration the role that corporate governance structure plays in customer CSR expectations. Design/methodology/approach – Analysing 648 customers of savings banks and 476 customers of commercial banks, several univariate statistics and two cluster analyses are implemented. Findings – The authors identify significantly consistent patterns in the CSR expectations of savings banks and commercial banks customers. The customers of both types of banking companies have similar high expectations concerning the CSR oriented to customers, shareholders and supervising boards, employees, the community and legal and ethical CSR. Also customers of both types of banking companies can be consistently classified as customer oriented, legally (customer)-oriented and CSR-oriented customers depending on their CSR expectations. Practical implications – These results have interesting implications for managers because it allows them to develop optimal CSR based on their customers’ expectations. In this regard, it is observed that the CSR expectations of savings banks and commercial banks customers are quite homogeneous in such a way that the traditional differentiation in the CSR implemented by savings banks and commercial banks may be no longer justified. Originality/value – Previous scholars who have analysed customer CSR expectations have not studied them in a crisis context. This paper contributes to literature by proposing new managerial strategies for companies facing a product or corporate crisis. Scholars studying customer CSR expectations in the banking industry have not considered the role of corporate governance structure either. This paper provides detailed information about the CSR expectations of savings banks customers and commercial banks customers.
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Pérez, Andrea, and Ignacio Rodríguez del Bosque. "How customer novelty seeking influences customer CSR perceptions." Marketing Intelligence & Planning 33, no. 4 (June 1, 2015): 486–507. http://dx.doi.org/10.1108/mip-07-2014-0140.
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Purpose – The purpose of this paper is to first, propose a causal model to understand the process of corporate social responsibility (CSR) perception formation among customers; and second, identify differences among innovative and conservative customers in that process. Design/methodology/approach – A structural equation model is tested in a sample of 1,124 banking services customers in Spain. Also, a multisampling analysis is implemented in order to determine how novelty seeking moderates the process of CSR perception formation among customers. Findings – Results confirm that customer CSR perceptions are directly and positively influenced by: the congruence between CSR initiatives and corporate profile; customer attributions of corporate motivations to engage in CSR; and corporate credibility in developing CSR initiatives. Nonetheless, while innovative customers pay greater attention to corporate credibility than conservative customers when evaluating CSR initiatives, conservative customers evaluate the congruence of CSR initiatives and their attribution of altruistic motivations to a larger extent than innovative customers. Practical implications – These findings suggest that companies should take into account customer novelty seeking when planning their CSR and communication strategies because highlighting different qualities of their CSR initiatives can have diverse effects for the success of corporate investments. Originality/value – The greatest contribution of the paper is the study of the moderating role of novelty seeking in the process of customer CSR perception formation; previous scholars had long ignored this variable when evaluating customer perceptions.
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Chomvilailuk, Rojanasak, and Ken Butcher. "The impact of strategic CSR marketing communications on customer engagement." Marketing Intelligence & Planning 36, no. 7 (October 1, 2018): 764–77. http://dx.doi.org/10.1108/mip-10-2017-0248.
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Purpose The purpose of this paper is to determine the effectiveness of strategic corporate social responsibility (CSR) initiatives that seek to enhance customer engagement, through different forms of positive word of mouth. Design/methodology/approach A total of 258 responses were collected from customers of mobile telephone service providers, and analysed using t-tests, ANOVA and structural equation modelling. The survey embedded a realistic press release, purporting to originate from the respondent’s service provider, communicating CSR information. Findings Mobile telephone users are largely indifferent to CSR communication activities but segments of the market respond differently. Customer-perceived community value of the strategic CSR initiative to the intended beneficiary of the activity was found to be an effective antecedent of customer engagement. Research limitations/implications Alternative modes of customer engagement have the potential to enhance customer discourse. Customer-perceived community value of the strategic initiative provides further explanatory power to the CSR–customer relationship. Practical implications Customer-perceived community value can be used as a planning tool for marketers to gauge the effectiveness of CSR advertising campaigns before launch. Managers can adapt their CSR communications message to better reflect customer concerns. Social implications NGOs that offer greater perceived community value can partner with companies more successfully. Originality/value A holistic CSR-centric approach to evaluate strategic CSR initiatives and determine their influence on alternative forms of customer engagement is novel.
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Smith, N. Craig, Guido Palazzo, and C. B. Bhattacharya. "Marketing’s Consequences: Stakeholder Marketing and Supply Chain Corporate Social Responsibility Issues." Business Ethics Quarterly 20, no. 4 (October 2010): 617–41. http://dx.doi.org/10.5840/beq201020440.
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ABSTRACT:While considerable attention has been given to the harm done to consumers by marketing, less attention has been given to the harm done by consumers as an indirect effect of marketing activities, particularly in regard to supply chains. The recent development of dramatically expanded global supply chains has resulted in social and environmental problems upstream that are attributable at least in part to downstream marketers and consumers. Marketers have responded mainly by using corporate social responsibility (CSR) communication to counter the critique of CSR practice, but these claims of ethical corporate behavior often lack credibility and can result in a backlash against brands. The article argues that more adequate attention to the harmful upstream effects of downstream marketing and consumption decisions requires greater attention to stakeholder marketing and marketer efforts to help create responsible consumers. It concludes by identifying implications for further research in this important emergent area of marketing ethics.
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Othman, Ayman Ahmed Ezzat, and Mai Gamal Hafez. "A framework integrating corporate social responsibility for marketing architectural design firms in developing countries." Journal of Engineering, Design and Technology 17, no. 6 (December 4, 2019): 1174–91. http://dx.doi.org/10.1108/jedt-11-2018-0202.
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Purpose This paper aims to develop a framework based on corporate social responsibility (CSR) as a novel approach for marketing architectural design firms (ADFs) in developing countries. Design/methodology/approach To achieve this aim, a research strategy consists of literature review and survey questionnaire is designed to accomplish four objectives: first, to examine the concepts of marketing and CSR in construction; second, to investigate the perception and application of CSR as a marketing tool for ADFs in developing countries; third, to develop a framework based on CSR as an approach for marketing ADFs in developing countries; and finally, to outline research conclusions and recommendations useful to government, ADFs and future research. Findings The research highlighted the inefficiency of current marketing strategies in developing countries due to lack of considering community needs, using incomprehensible technical language in communication with clients and misrepresenting the calibers of ADFs. ADFs believe that CSR can play a role in increasing their marketability. This requires governmental involvement and overcoming the barriers of adopting CSR. Originality/value This paper proposed a framework based on CSR as a novel approach for marketing ADFs in developing countries. This ideology has received scant attention in construction literature. The proposed framework represents a synthesis that is novel and creative in thought and adds value to the original body of knowledge in a manner that has not previously occurred.
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Einwiller, Sabine, Bettina Lis, Christopher Ruppel, and Sankar Sen. "When CSR-based identification backfires: Testing the effects of CSR-related negative publicity." Journal of Business Research 104 (November 2019): 1–13. http://dx.doi.org/10.1016/j.jbusres.2019.06.036.
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Murshed, Feisal, Sandipan Sen, Katrina Savitskie, and Hangjun Xu. "CSR and job satisfaction: Role of CSR importance to employee and procedural justice." Journal of Marketing Theory and Practice 29, no. 4 (March 11, 2021): 518–33. http://dx.doi.org/10.1080/10696679.2021.1877156.
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Shah, Syed Shujaat Ali, and Zia Khan. "Corporate social responsibility: a pathway to sustainable competitive advantage?" International Journal of Bank Marketing 38, no. 1 (July 19, 2019): 159–74. http://dx.doi.org/10.1108/ijbm-01-2019-0037.
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Purpose The purpose of this paper is to investigate the impact of customers’ perceptions of corporate social responsibility (CSR) on affective and continuance commitment. It analyses the moderation effect of relationship age on the CSR-commitment relationships in the banking industry of an emerging economy. Design/methodology/approach Partial least squares based structural equation modeling was used to test the proposed hypotheses in a sample of 360 respondents collected from the retail banking sector of Pakistan. Findings Customers’ CSR perceptions directly and positively influence affective and continuance commitment. The findings also confirm that relationship age is a positive moderator of the CSR-continuance commitment relationship, but does not influence the CSR-affective commitment relationship. Practical implications Marketers should use CSR activities to enhance customers’ commitment. Given the moderating role of relationship age, marketers should devise different strategies for new and long-term customers. The results clearly show that relationship age affects the CSR-continuance commitment relationship. Long-term banking customers will more likely be in a binding relationship when their banks do CSR activities and disseminate those activities to long-term customers. The study explicitly indicates that maintaining long-term customers’ base through CSR activities helps the marketers in achieving sustainable competitive advantage. Originality/value First, it is the pioneering study to empirically investigate the understudied relationship between CSR and continuance commitment. Second, it examines the moderation effect of relationship age on CSR-commitment relationships in the banking industry of an emerging economy.
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Pérez, Andrea, and Ignacio Rodríguez del Bosque. "Personal traits and customer responses to CSR perceptions in the banking sector." International Journal of Bank Marketing 35, no. 1 (February 6, 2017): 128–46. http://dx.doi.org/10.1108/ijbm-02-2016-0023.
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Purpose The purpose of this paper is to explore the moderating role of six personal traits in a causal model to study how customers’ perceptions of corporate social responsibility (CSR) influence their affective and behavioural responses to companies. Design/methodology/approach A structural equation model is tested in a sample of 1,124 banking service customers in Spain. Based on this model, a multisampling analysis is implemented to determine how gender, age, educational level, CSR support, collectivism and novelty seeking moderate customer responses to CSR perceptions. Findings The findings show that customer responses to CSR perceptions are consistently moderated by gender, age and CSR support. Men, people aged over 45 and highly supportive customers respond to CSR perceptions more positively than women, younger people and customers exhibiting a low level of CSR support. The findings concerning educational level and novelty seeking are less conclusive. Collectivism does not influence customer responses to CSR perceptions to any significant extent. Thus, the findings suggest that gender, age and CSR support are the most useful variables to segment the market to adapt CSR and communication strategies. Originality/value Previous literature has mostly focussed on identifying the personal traits that differentiate socially oriented customers from others. Thus, this paper contributes to previous literature by exploring the role customers’ personal traits play in the identification of differences in customers’ responses to their perceptions of the CSR implemented by companies that sell traditional services, such as banking services.
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Yuwono, Antania Shinta, and Kurniawati ,. "KEGIATAN CSR PERUSAHAAN: PERSEPSI NASABAH BANK BCA DAN BANK MANDIRI." Media Riset Akuntansi, Auditing dan Informasi 13, no. 2 (May 3, 2017): 1. http://dx.doi.org/10.25105/mraai.v13i2.1740.
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<p>The background of this research was to determine the attitude of customers in<br />Indonesia on different platforms CSR and CSR initiatives, their responses in<br />order to obtain information about the perception of the company’s CSR activities.<br />This study aims to analyze the perception of consumers towards CSR platform,<br />CSR initiatives and CSR based on strategy marketing. This study used each of<br />the 80 respondents to obtain information about their perceptions of CSR<br />activities of the company. The calculation of the study using SPSS. In this study<br />the analysis of the data used are qualitative and quantitative data. The results<br />of this study both variables CSR Platform bank customers BCA and Bank Mandiri<br />had a positive response, the variable CSR initiatives both bank customers and<br />bank Bank Mandiri has a positive response, and variable Marketing Strategy<br />CSR both bank customers and bank Bank Mandiri had a positive response.<br />Keywords: platforms CSR, CSR initiatives,CSR based on strategy marketing,<br />perception of the company’s CSR activities</p>
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Jose, Saju, Nilesh Khare, and F. Robert Buchanan. "Serving the poor: captive market CSR and repurchase intention." International Journal of Bank Marketing 33, no. 3 (May 18, 2015): 316–29. http://dx.doi.org/10.1108/ijbm-07-2014-0102.
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Purpose – The purpose of this paper is to examine whether corporate social responsibility (CSR) activities of the firm affect poor captive consumers’ repurchase intentions, and whether or not CSR activities may moderate established relationships that drive repurchase intentions. Design/methodology/approach – A survey was administered to 201 poor microfinance borrowers at the bottom of the pyramid in India in a cross-sectional field study format. Multivariate regression is used to examine relationships between CSR and repurchase intention. Findings – All else being the same, CSR activities aimed at the borrowers’ communities affects repurchase intentions positively even among poor captive borrowers. Further, positive perceptions of CSR to some extent mitigate the negative impact of the dissatisfaction on repurchase intentions. Unmarried borrowers, mostly female, were more moved by CSR impressions compared to their married counterparts. Research limitations/implications – Future research could identify other aspects of demographic differences in borrowers, and capture more about attitudes toward CSR and motivations for borrowing. Longitudinal study can establish causality that cannot be inferred from this cross-sectional field study. More diverse locations and organizations would offer wider generalizability. It will be interesting to examine if poor and captive customers would care about CSR activities even when such activities are targeted at recipients unrelated to them or their communities. Originality/value – The dynamics of CSR in poor captive consumer communities are somewhat novel. Microfinance context makes it even more so as the borrower is both a client and a recipient of CSR simultaneously. Results suggest that like well-off consumers, poor and captive customers also care about dissatisfaction and CSR.
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Bhattacharya, Abhi, Valerie Good, and Hanieh Sardashti. "Doing good when times are bad: the impact of CSR on brands during recessions." European Journal of Marketing 54, no. 9 (June 29, 2020): 2049–77. http://dx.doi.org/10.1108/ejm-01-2019-0088.
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Purpose This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands. Design/methodology/approach Based on signaling theory, this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study incorporates a representative longitudinal sample of known US firms for the analyses, which is accomplished through generalized method of moments estimations. Findings The findings empirically demonstrate that CSR initiatives during recessions are actually associated with increased perceptions of brand value. More specifically, during recessions, CSR initiatives such as charitable contributions provide a signal to customers of higher brand quality. Research limitations/implications This study did not control for the costs of doing specific CSR activities that may be less visible to consumers. Practical implications While individual firms or managers may not be able to prevent recessions from happening, they can limit the negative impact of recessions on their performance by engaging in CSR activities (or refrain from cutting back) during these times. Social implications Because CSR initiatives during recessions result in more favorable consumer perceptions of the brand, engaging in CSR aligns both social and managerial interests, owing to the economic gains from CSR investments. Originality/value During times of recession, some critics indicate that CSR may be an unaffordable luxury. On the contrary, this research shows that managers may want to consider CSR activities as a means of increasing the value of their brands, especially during economic recessions.
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Chakraborty, Anirban, and Ankur Jha. "Corporate social responsibility in marketing: a review of the state-of-the-art literature." Journal of Social Marketing 9, no. 4 (October 14, 2019): 418–46. http://dx.doi.org/10.1108/jsocm-01-2019-0005.
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Purpose The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing. Design/methodology/approach The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process. Findings The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes. Research limitations/implications A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research. Practical implications The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi-faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners. Social implications The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves. Originality/value This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing.
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La, Suna, and Beomjoon Choi. "Perceived justice and CSR after service recovery." Journal of Services Marketing 33, no. 2 (April 8, 2019): 206–19. http://dx.doi.org/10.1108/jsm-10-2017-0342.
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PurposeThe purpose of this paper is to examine the relationships between perceived justice and perceived corporate social responsibility (CSR) and the impact of perceived justice and CSR perceptions on customers’ behavioral responses, such as satisfaction and repatronage intention after service recovery. The authors also investigate the moderating role of service failure severity in the relationship between perceived justice and perceived CSR.Design/methodology/approachThe data were collected using individually completed questionnaires. The proposed model was tested using structural equation modeling, and the moderation effects of failure severity in the relationship between perceived justice and perceived CSR were analyzed using stepwise multiple regression models.FindingsThe results suggest a path from satisfaction to CSR perceptions, which indicates that the link between CSR perceptions and satisfaction is reversed in the context of service recovery. The authors further reveal recovery satisfaction in two ways: It has a direct influence on repatronage intentions as well as an indirect influence via perceived CSR. Finally, the results demonstrate that the severity of a service failure intensifies the impact of distributive and procedural justice perceptions on perceived CSR, and perceived CSR serves as a partial mediator in the path from recovery satisfaction to repatronage intentions.Research limitations/implicationsThe results demonstrate that perceived justice of service recovery affects perceived CSR after a service failure and that the severity of a service failure moderates the impact of justice perceptions on perceived CSR. However, the possibility of intercausal relationships among distributive, procedural and interactional justice may need to be further explored in future research.Practical implicationsGiven that the impact of distributive and procedural justice on CSR perceptions has become more critical as the severity of service failure increases, companies should prioritize allocating a fair amount of monetary compensation in a timely manner, particularly for those who experience a severe service failure.Originality/valueThe authors propose a model of perceived justice – perceived CSR – repatronage intentions within the service recovery context in an attempt to deepen the understanding of the antecedents of repatronage intention and the relationship between repatronage intention and recovery satisfaction following service recovery encounters by introducing perceived justice and CSR. Moreover, the authors discover the moderating effect of service failure severity on the relationship between justice perceptions and perceived CSR.
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Kim, Yura, Taeyeon Kim, and Hye-Jeong Nam. "Marketing Investments and Corporate Social Responsibility." Sustainability 13, no. 9 (April 26, 2021): 4849. http://dx.doi.org/10.3390/su13094849.
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Although the short-term effects of marketing efforts that promote immediate consumer responses have been extensively investigated, the long-term impacts of marketing activities have received little attention. Marketing effects can be carried over time as consumers experience an emotional attachment to products and build trust and affection. In addition, a firm’s advertising spending not only improves customer awareness of the firm’s products and services but also serves to promote other company information, such as the firm’s corporate social responsibility (CSR), a long-term strategic commitment to improving the welfare of customers and society. This paper focuses on the long-term effects of marketing investments by examining the relation between advertising expenditures and a firm’s commitment to CSR, finding that firms with a higher advertising expenditure are more likely to have a higher CSR performance. The findings of this study demonstrate that marketing investments are related to a firm’s long-term sustainable activities. Additionally, the finding may indicate that a firm’s CSR initiatives are influenced by the extent to which the firm commits to advertising that promotes customer awareness of the firm’s products and services.
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Podnar, Klement, and Urša Golob. "CSR expectations: the focus of corporate marketing." Corporate Communications: An International Journal 12, no. 4 (October 16, 2007): 326–40. http://dx.doi.org/10.1108/13563280710832498.
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Mariño-Romero, José Manuel, José Manuel Hernández-Mogollón, Ana María Campón-Cerro, and José Antonio Folgado-Fernández. "Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables." Sustainability 12, no. 7 (April 8, 2020): 2961. http://dx.doi.org/10.3390/su12072961.
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The research into Corporate Social Responsibility (CSR) has been prolific in the last years, although few studies have focused their attention on studying its relationship with economic performance within the hotel industry, even less incorporating marketing variables as a result. This work aims to determine the relationship between the implementation of CSR policies and their influence on the Revenue Per Available Room (RevPAR) in Spanish hotels, through marketing variables. A quantitative methodology was conducted using an online survey, gathering a sample of 230 hotel managers from Spain. The results of the structural model analyzed reveal that CSR has a discreet but significant role for understanding how marketing variables and RevPAR operate. CSR has a direct impact on RevPAR, but it also influences it indirectly through marketing variables. Therefore, CSR arises as a fundamental strategy to improve the results of the hotel sector in the long term.
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Pérez, Andrea, and Ignacio Rodríguez del Bosque. "Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company." Journal of Services Marketing 29, no. 1 (February 9, 2015): 15–25. http://dx.doi.org/10.1108/jsm-10-2013-0272.
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Purpose – The aim of the authors of this paper is to propose a cognitive – affective – conative sequential model to study how three dimensions of corporate social responsibility (CSR) image (society, customers and employees) impact customer affective (identification and satisfaction) and behavioural (recommendation and repurchase) responses in the banking industry. The authors also test how the type of company (savings banks vs commercial banks) moderates customer responses to these three dimensions of CSR image. Design/methodology/approach – A multi-group structural equation model is tested using information collected from 648 savings banks’ customers and 476 commercial banks’ customers in Spain. Findings – The findings demonstrate that the perceptions of customer-centric CSR initiatives positively and consistently impact customer identification with the banking institution, satisfaction, recommendation and repurchase behaviours in the savings and commercial banks’ samples. The dimensions of CSR image that concern the activities oriented to society and employees only positively impact customer responses in the savings banks’ sample. Practical implications – The findings of this study can assist scholars in creating more informative CSR-based loyalty models that take into consideration new variables (satisfaction and type of company) and better approaches to the conceptualization of CSR image (e.g. the formative approach). The findings can also assist savings and commercial banks in better designing their CSR and communication initiatives to benefit from customer affective and conative responses. Originality/value – The contributions of the paper are threefold: the authors include satisfaction as a new variable in the study of the CSR-based loyalty model; the CSR image is conceptualized as a formative construct, and this provides new justifications for the mixed results reported by previous scholars who have analysed the effects of CSR image on customer loyalty; and the authors explore the moderating role of the type of company on the CSR-based loyalty model proposed in the paper.
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Tarabashkina, Liudmila, Pascale G. Quester, and Olga Tarabashkina. "How much firms “give” to CSR vs how much they “gain” from it: inequity perceptions and their implications for CSR authenticity." European Journal of Marketing 54, no. 8 (June 20, 2020): 1987–2012. http://dx.doi.org/10.1108/ejm-11-2018-0772.
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Purpose The purpose of this study is to answer the call for additional detailed research on factors that influence corporate social responsibility (CSR) authenticity by examining how the former is affected by the commonly reported CSR spending allocations expressed as percentages of annual profits. It integrates equity and attribution theories to propose a new construct of inequity perceptions to explain how CSR spending allocations influence CSR authenticity. Inequity perceptions form from smaller allocations that are perceived disproportionate compared to the potential reputational gains from the executed CSR communication, which, in turn, prompts lower authenticity inferences. Design/methodology/approach Three experiments were performed. Study 1 examines how different CSR spending allocations influence inequity perceptions and how the latter relate to CSR authenticity. Study 2 examines how inequity perceptions are affected by firm size. Study 3 examines whether psychological distance (being a customer or non-customer) affects information processing by predisposing customers to forming higher inequity perceptions. Findings Study 1 shows that lesser allocations produce higher inequity perceptions. Study 2 demonstrates that inequity perceptions are enhanced when numerically small allocations are reported by a large as opposed to a small firm. Study 3 shows that both customers and non-customers form similar inequity perceptions from smaller percentage allocations without support for the psychological distance effect. Research limitations/implications This study shows that the percentage of profits allocated to CSR, as well as firm size, can affect authenticity inferences via inequity perceptions. These findings point to different implications of CSR communication that features percentage allocations that multiple firms may not be aware of. Practical implications Marketers can benefit from the reported findings by understanding when and how CSR communication that features percentage allocations may be counter-productive by generating lesser CSR authenticity. Originality/value This study provides a novel perspective on how consumers evaluate CSR authenticity in a marketplace where awareness of firms’ vested interests is increasing.
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Öberseder, Magdalena, Bodo B. Schlegelmilch, and Patrick E. Murphy. "CSR practices and consumer perceptions." Journal of Business Research 66, no. 10 (October 2013): 1839–51. http://dx.doi.org/10.1016/j.jbusres.2013.02.005.
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Schaefer, Sarah Desirée, Ralf Terlutter, and Sandra Diehl. "Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domains." International Journal of Advertising 39, no. 2 (May 21, 2019): 191–212. http://dx.doi.org/10.1080/02650487.2019.1593736.
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Hwang, Jiyoung, and Jay Kandampully. "Embracing CSR in pro-social relationship marketing program: understanding driving forces of positive consumer responses." Journal of Services Marketing 29, no. 5 (August 10, 2015): 344–53. http://dx.doi.org/10.1108/jsm-04-2014-0118.
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Purpose – This purpose of this article is to identify important factors that influence consumers’ responses to pro-social loyalty programs (pro-social LPs). These positive marketing programs reflect represent an emerging phenomenon in relationship marketing associated with companies’ corporate social responsibility (CSR). Design/methodology/approach – The test of the proposed model relied on data from 350 US consumers, obtained through web-based experiments. Data analysis was performed using structural equation modeling. Findings – The results showed that consumers’ CSR-driven cognition (CSR beliefs) and reciprocal emotion (feeling of gratitude) enhance their attitudes toward pro-social LPs and increased participation intentions. The perceived value of pro-social LPs also improved consumer attitudes and participation intentions. Practical implications – Pro-social LPs offer a noteworthy approach to relationship marketing that benefits both service providers that engage in CSR and society overall. Originality/value – This study contributes to the literature on LP and CSR by investigating the roles of CSR-driven cognition, reciprocal emotion and value perception in explaining consumers’ responses to an innovative approach of LPs and pro-social LPs.
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Joo, Soyoung, Elizabeth G. Miller, and Janet S. Fink. "Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale." Journal of Business Research 98 (May 2019): 236–49. http://dx.doi.org/10.1016/j.jbusres.2019.01.060.
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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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Jaderna, Eva, Jana Pechova, and Hana Volfova. "CSR in corona time." Marketing Science & Inspirations 15, no. 3 (October 20, 2020): 2–21. http://dx.doi.org/10.46286/msi.2020.15.3.1.
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The paper aims to present CSR activities in the Corona Time and internal stakeholders´ perception of these activities. Many of successful business would like to be more social responsible not only in usual time period, but during the crises, too. They would like to support and help the society. The paper introduces the Case Study of SKODA AUTO. How the business helped the society by CSR activities, and how the internal stakeholders perceive these activities. The description of the perception is based on the survey organized in May/ June 2020, immediately after the quarantine and reducing of emergency measure. The sense of the CSR activities is in their marketing communication, too. Therefore, the attention of researchers was focused on the effectiveness of the marketing communication to internal stakeholders.
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Nielsen, Anne Ellerup, and Christa Thomsen. "Corporate Social Responsibility (CSR) Management and Marketing Communication: Research Streams and Themes." HERMES - Journal of Language and Communication in Business 25, no. 49 (November 1, 2017): 49. http://dx.doi.org/10.7146/hjlcb.v25i49.97737.
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This article maps the rapidly growing body of research in the field of corporate social responsibility (CSR) management and marketing communication, the focus being on research streams and themes. It evaluates this research from a corporate communication perspective. First, the article examines the concept of CSR communication. A typology of a number of possible domains for CSR communication research is developed, based on the way the different studies conceptualize CSR. Second, the article reviews the concepts of strategic and operative CSR communication which have been adopted widely within the CSR communication literature, relating these to research streams within management and marketing/public relations. Being framed within a corporate communication perspective, the review answers the call for CSR communication research to develop and substantiate outcomes that may better explain or inform CSR communication strategies and practices. A number of categories of outcomes are found within existing empirical studies, and an agenda for building upon this evidence is advanced to allow greater consistency and mutual understanding among CSR communication researchers.
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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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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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Pérez, Andrea, and Ignacio Rodríguez del Bosque. "The stakeholder management theory of CSR." International Journal of Bank Marketing 34, no. 5 (July 4, 2016): 731–51. http://dx.doi.org/10.1108/ijbm-04-2015-0052.
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Purpose – Based on the principles of the stakeholder management theory, the purpose of this paper is to explore customers’ multidimensional perceptions of both banking companies and the corporate social responsibility (CSR) orientations of these companies. The paper also explores how these multidimensional perceptions affect customer identification and satisfaction towards banking companies. Design/methodology/approach – A structural equation model is tested using information collected from 1,124 banking service customers. Findings – The findings demonstrate that customers’ perceptions of customer-related CSR and broad legal and ethical issues have significant positive impact on both customer identification and satisfaction with banking companies. Perceptions of shareholder-related CSR also significantly boost customer satisfaction. In contrast, perceptions of employee- and community-related CSR do not have a profound effect on customer identification or satisfaction. These findings also confirm the importance of customer identification with the company as a key mediator in their satisfaction responses to the multidimensional perceptions of the companies’ CSR orientations. Originality/value – The contribution of the paper is based on the exploration of a multidimensional approach, relying on the principles of the stakeholder management theory to study customer responses and perceptions of the CSR orientations of banking companies. Previous scholars have reported mixed findings while exploring customer responses to their perceptions of companies’ CSR orientations. However, they frequently considered customer CSR perceptions either as one-dimensional or a reflective second-order construct, thus ignoring the possibility of multidimensional CSR perceptions having multiple effects on customer responses such as identification and satisfaction.
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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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Streimikiene, Dalia, and Rizwan Raheem Ahmed. "The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models." Oeconomia Copernicana 12, no. 1 (April 13, 2021): 125–57. http://dx.doi.org/10.24136/oc.2021.006.
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Research background: This paper integrates the marketing and corporate social responsibility concepts by investigating how the previous studies de-bated CSR as a business strategy. This discussion extended from academics to business practices. Hence, this study investigated the concept of CSR as a business strategy in a multifactorial fashion in the marketing field.
Purpose of the article: This study evaluates the modified model of CSR initiatives as business and marketing strategy and their impact on customers' buying behavior. For this purpose, we have taken dimensions of Carroll's pyramid of CSR as marketing strategies. We have also examined the influence of brand loyalty and cause-related marketing as mediating variables and technology as a moderator between dimensions of Carroll's pyramid and customers' buying behavior.
Methods: We employed modified theoretical & conceptual model for evaluating the direct and indirect hypothesized relationship. We have collected 693 responses from the structured and adapted questionnaire. The survey was done among marketing and senior managers of the Asian pharmaceutical industry. We employed SEM-based multivariate modeling to examine the hypothesized relationship.
Findings & value added: The finding of this research exhibited that dimensions of Carroll?s pyramid of CSR have a positive and significant impact on customers' buying behavior. The results further demonstrated that brand loyal-ty and cause-related marketing positively and significantly impact mediators between CSR dimensions and customers? buying behavior. Finally, the technology has a significant influence as a moderator between exogenous and endogenous factors. The undertaken study demonstrated important theoretical and practical implications. The modified conceptual framework has provided several new dimensions for future researchers to use and replicate in different economic sectors. On the other hand, practitioners of the pharmaceutical industry should incorporate Carroll's CSR pyramid as business strategies to gain the trust and respect of their customers.
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Khan, Tauseef Iqbal, Syed Ali Raza, and Mahesh Devji. "Reckitt Benckiser’s CSR program – capitalizing the rural market." Emerald Emerging Markets Case Studies 11, no. 1 (April 27, 2021): 1–13. http://dx.doi.org/10.1108/eemcs-03-2020-0077.
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Learning outcomes The learning objectives of this case study are listed below: • What is corporate social responsibility (CSR)? • The role of CSR in creating opportunities to growth. • Distinguish the ways in which social marketing evolved differently in urban and rural areas. • Obstacles in CSR • CSR beyond the competition. Case overview/synopsis The case of CSR by Reckitt Benckiser (RB) follows the marketing practices through purpose-led marketing through CSR. RB Pakistan Limited is a fast-moving consumer goods provider in Pakistan following a vision of the world where people are healthier and live well. The purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes. This means they are expending their capabilities and investing in innovation to stay ahead of the game. RB is trying to achieve this vision by following the strategy of health and hygiene awareness in rural marketing through various types of communications, by introducing low price products to reduce diarrhea and open defecation. In urban areas, the young generation is the trend creators and they are much involved in awareness of state of the world. RB is committed in providing innovative solutions with the help of well-organized programs such as reaching new moms, educating them and providing awareness sessions in schools to students for handwashing practices. RB carries these activities with the help of non-government organizations and small support of Government of Pakistan. Complexity academic level This case is appropriate for MBA (Marketing) courses. The case explains the significance of CSR in capitalizing the growing trend and unleashing untapped areas and remaining competitive by providing innovative solutions. The case can be taught to the strategic marketing students. Subject code CSS 8: Marketing. Supplementary materials Teaching Notes are available for educators only.
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Nyarku, Kwamena Minta, and Stephen Oduro. "The Mediating Effect of Supplier Relationship Management on CSR and Marketing Performance Relationship." Indonesian Journal of Sustainability Accounting and Management 3, no. 1 (June 13, 2019): 1. http://dx.doi.org/10.28992/ijsam.v3i1.58.
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The study sought to examine the mediating outcome of supplier relationship management (SRM) on the CSR and marketing performance (MP) relationship. The study was descriptive, quantitative in nature with a questionnaire as its main data collection instrument. A purposive sampling approach was employed to select 317 owners/managers of the manufacturing firms. Data collected was analyzed using Structural Equation Model–Partial Least Square statistical software. The study proposed two models; model 1 without mediation effect and model 2 with mediation effect. The results revealed a direct significant positive relationship between CSR and MP and CSR and SRM; including a direct positive relationship between SRM and MP. However, the direct link between CSR and MP was not supported, when the mediating variable was included; but shows that SRM fully mediates the CSR and MP tie. The effect of SRM explains the effect of CSR on MP. Appearing to be the first study to examine the mediation role of supplier relationship management, this study discovered the novel path through which CSR is linked to a company’s marketing performance, as well as key CSR engagements that can enhance supplier relationship management and marketing performance.