Corporate citizenship as a marketing instrument ‐ Concepts, evidence and research directions

Isabelle Maignan (Department of Marketing, University of Groningen, The Netherlands,)
O.C. Ferrell (Department of Marketing, Colorado State University, Fort Collins, Colorado, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 2001


Confronted with increasing pressures to limit government spending on social welfare, more and more public policy makers welcome the growing social involvement of corporations. Yet, inasmuch as corporate citizenship may be desirable for society as a whole, it is unlikely to be embraced by a large number of organizations unless it is associated with concrete business benefits. This paper presents past findings and proposes future research directions useful for understanding the potential value of corporate citizenship as a marketing tool. Specifically, after examining the nature of corporate citizenship, the paper discusses its potential impact, first on consumers, then on employees. Two conceptual frameworks are introduced to guide research on the value of corporate citizenship in terms of external and internal marketing respectively.



Maignan, I. and Ferrell, O. (2001), "Corporate citizenship as a marketing instrument ‐ Concepts, evidence and research directions", European Journal of Marketing, Vol. 35 No. 3/4, pp. 457-484.

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Copyright © 2001, MCB UP Limited

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