RT Article
T1 Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives
JF Journal of business ethics
VO 85
IS 2
SP 257
OP 272
A1 Bhattacharya, C. B.
A1 Korschun, Daniel
A1 Sen, Sankar
A2 Korschun, Daniel
A2 Sen, Sankar
LA English
YR 2009
UL https://ixtheo.de/Record/1785633422
AB Corporate social responsibility (CSR) continues to gain attention atop the corporate agenda and is by now an important component of the dialogue between companies and their stakeholders. Nevertheless, there is still little guidance as to how companies can implement CSR activity in order to maximize returns to CSR investment. Theorists have identified many company-favoring outcomes of CSR; yet there is a dearth of research on the psychological mechanisms that drive stakeholder responses to CSR activity. Borrowing from the literatures on means-end chains and relationship marketing, we propose a conceptual model that explains how CSR provides individual stakeholders with numerous benefits (functional, psychosocial, and values) and how the type and extent to which a stakeholder derives these benefits from CSR initiatives influences the quality of the relationship between the stakeholder and the company. The paper discusses the implications of these␣insights and highlights a number of areas for future research.
K1 Stakeholder Management
K1 relationship marketing
K1 Corporate Social Responsibility
K1 Corporate Citizenship
DO 10.1007/s10551-008-9730-3