A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study

Corporate Social Responsibility (CSR) programs are increasingly popular corporate marketing strategies. This paper argues that CSR programs can fall along a continuum between two endpoints: Institutionalized programs and Promotional programs. This classification is based on an exploratory study exam...

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Bibliographic Details
Authors: Pirsch, Julie (Author) ; Gupta, Shruti (Author) ; Grau, Stacy Landreth (Author)
Format: Electronic Article
Language:English
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Published: Springer Science + Business Media B. V 2007
In: Journal of business ethics
Year: 2007, Volume: 70, Issue: 2, Pages: 125-140
Further subjects:B Cause-related marketing
B Corporate social responsibility
B Stakeholder Theory
B customer loyalty
B Satisfaction
B Skepticism
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Summary:Corporate Social Responsibility (CSR) programs are increasingly popular corporate marketing strategies. This paper argues that CSR programs can fall along a continuum between two endpoints: Institutionalized programs and Promotional programs. This classification is based on an exploratory study examining the variance of four responses from the consumer stakeholder group toward these two categories of CSR. Institutionalized CSR programs are argued to be most effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. Promotional CSR programs are argued to be more effective at generating purchase intent. Ethical and managerial implications of these preliminary findings are discussed.
ISSN:1573-0697
Contains:Enthalten in: Journal of business ethics
Persistent identifiers:DOI: 10.1007/s10551-006-9100-y