Articlebronze2017

Corporate Social Responsibility And Marketing Performance

Mahabubur Rahman · M. Ángeles Rodríguez‐Serrano · Mary C. Lambkin

80 citations0/0 files storedJournal of Advertising Research

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Corporate Social Responsibility Reporting Environmental Sustainability in Business Corporate Social Responsibility and Sustainability

Abstract

ABSTRACT The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting. The link between CSR and marketing performance—one of the dimensions of company performance—has not been investigated so far, however. This study examines the relationship between CSR activities (in particular, corporate community and environmental activities) and marketing performance (measured by market share) and uncovers a positive relationship. The findings of this study demonstrate that the level of advertising intensity positively moderates the relationship between CSR and market share.

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References

1979A Three-Dimensional Conceptual Model of Corporate Performance 2001Corporate Social Responsibility: A Theory of the Firm Perspective 2013Corporate social responsibility and access to finance 2012What We Know and Don’t Know About Corporate Social Responsibility 1986Measurement of Business Performance in Strategy Research: A Comparison of Approaches 1974Advertising as Information 1985Data in Search of a Theory: A Critical Examination of the Relationships Among Social Performance, Social Disclosure, and Economic Performance of U.S. Firms 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication

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