Corporate social responsibility: a corporate marketing perspective

Diogo Hildebrand (Zicklin School of Business, Baruch College, City University of New York, New York, New York, USA)
Sankar Sen (Zicklin School of Business, Baruch College, City University of New York, New York, New York, USA)
C.B. Bhattacharya (European School of Management and Technology, Berlin, Germany)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 20 September 2011

Abstract

Purpose

The 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/approach

The paper is conceptual and draws on the social identification, organisational identity and corporate marketing literatures from the European and US schools of thought.

Findings

The 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/value

The 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.

Keywords

Citation

Hildebrand, D., Sen, S. and Bhattacharya, C. (2011), "Corporate social responsibility: a corporate marketing perspective", European Journal of Marketing, Vol. 45 No. 9/10, pp. 1353-1364. https://doi.org/10.1108/03090561111151790

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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