Search results
1 – 10 of over 17000Terje I. Vaaland, Morten Heide and Kjell Grønhaug
This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context and asks…
Abstract
Purpose
This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context and asks whether, to what extent and how the discipline of marketing has addressed CSR.
Design/methodology/approach
After clarifying core concepts and proposing a new definition of CSR, 54 articles in leading marketing journals between 1995 and 2005 are analyzed in terms of publication characteristics, research design, variables, sampling, level of analysis, issues raised, and key findings.
Findings
Recommendations include a broadened perspective in empirical research to address CSR in its entirety, expand the focus beyond consumers, include a broader range of samples and conduct more inductive, exploratory empirical studies. These steps will contribute to a multidimensional view of the future customer.
Research limitations/implications
The number and specific choice of journals was subject to a compromise between comprehensiveness and the availability of space for a review.
Practical implications
The way the scholarly marketing literature treats CSR impacts what our students and other constituencies learn.
Originality/value
Given the veritable explosion in CSR research in the recent years, there is a genuine need for the field to take stock of what has been learned so far and what that implies in terms of where researchers should be headed.
Details
Keywords
Hannah Oh, John Bae, Imran S. Currim, Jooseop Lim and Yu Zhang
This paper aims to focus on the unique goal of understanding how marketing spending, a proxy for firm visibility, moderates the effects of corporate social responsibility (CSR…
Abstract
Purpose
This paper aims to focus on the unique goal of understanding how marketing spending, a proxy for firm visibility, moderates the effects of corporate social responsibility (CSR) strengths and concerns on stock returns in the short and long terms. In contrast to the resource-based view (RBV) of the firm, the visibility theory, based on stakeholder awareness and expectations, offers asymmetric predictions on the moderation effects of marketing spending.
Design/methodology/approach
The predictions are tested based on data from KLD, Compustat and Center for Research in Security Prices from 2001-2010 and panel data based regression models.
Findings
Two results support the predictions of the visibility theory over those of the RBV. First, strengths are associated with higher stock returns, for low marketing spending firms, and only in the long term. Second, concerns are associated with lower stock returns, for high marketing spending firms, also only in the long term. A profiling analysis indicates that high marketing spending firms have high R&D spending and are more likely to operate in business-to-customer than business-to-business industries.
Practical implications
The two findings highlight the importance of coordination among chief marketing, sustainability and finance officers investing in CSR and marketing for stock returns, contingent on the firm’s marketing and R&D spending and industry characteristics.
Originality/value
This paper identifies conditions under which CSR is and is not related to stock returns, by uniquely considering three variables omitted in most past studies: marketing spending, CSR strengths and concerns and short- and long-term stock returns, all in the same study.
Details
Keywords
The purpose of this paper is to examine the interrelationship of marketing, accounting and auditing with corporate social responsibility (CSR) to determine the benefit of CSR…
Abstract
Purpose
The purpose of this paper is to examine the interrelationship of marketing, accounting and auditing with corporate social responsibility (CSR) to determine the benefit of CSR marketing, the responsibility of Board of Directors (BODs) with CSR accounting and the duty of external auditors with CSR that has influence on corporate sector.
Design/methodology/approach
This paper uses exploratory and qualitative data obtained from multiple research methods, to investigate benefit of CSR marketing, the responsibility of BODs with CSR accounting and the duty of external auditors with CSR and of its practices by companies’ websites, google search, annual reports and CSR reports from all listed companies in the Muscat Securities Market, Oman. The data are used to critically examine and revise a previously published explanatory framework that identifies interrelationship of CSR marketing, accounting with CSR and auditing with CSR.
Findings
Results indicate that CSR marketing, CSR accounting and CSR auditing are closely interrelated for accepting and implementing CSR requirements by corporates. This finding suggests that the benefit of CSR marketing, the responsibility of BODs with CSR accounting and the duty of external auditors with CSR has positively influence on corporate sector. The finding helps to build good image by corporates.
Practical implications
Organizations from developing countries such as Oman should be aware of CSR marketing, CSR accounting and CSR auditing that affects decisions with CSR adoption and implementation by organizations that could also lead to competitive advantage when it operates in developed countries. Though, organizations in developed countries are also equip for higher expectations by applying innovative CSR initiatives.
Originality/value
To the best of the author’s knowledge, this is the first academic literature review on interrelationship of marketing, accounting and auditing with CSR based on evidence from an Oman context. The paper contributes by exploring the benefit of CSR marketing, the responsibility of BODs with CSR accounting and the duty of external auditors with CSR which influence on corporate sector.
Details
Keywords
Zaheer Khan, Yong Kyu Lew and Byung Il Park
The purpose of this corporate social responsibility (CSR) paper is to investigate specific social roles of multinational corporations (MNCs) in a developing economy, and how these…
Abstract
Purpose
The purpose of this corporate social responsibility (CSR) paper is to investigate specific social roles of multinational corporations (MNCs) in a developing economy, and how these MNCs’ CSR marketing activities are legitimized, from the institutional perspective.
Design/methodology/approach
Anchoring this study in institutional theory, the authors explore how formal and informal institutions affect the legitimacy of MNCs’ CSR marketing practices in the host country of Pakistan. The authors conducted interviews with top managers from 15 local MNCs undertaking CSR programs in various sectors, such as automotive, banking, consumer products, oil and gas, pharmaceuticals, and telecommunications.
Findings
The authors find that MNCs show commitment to CSR programs despite underdeveloped and very weak formal institutions, and that lots of these initiatives such as education, health, environmental protection, and civil society/religious organizations are oriented toward norms-based social CSR marketing, i.e. charitable and philanthropic work, civil society-led social media and religious groups also force MNCs to spend more on CSR marketing initiatives. MNCs follow headquarters’ global CSR marketing strategies and adapt their CSR programs to the host country’s norms, focussing on their product brand value related CSR marketing. However, the MNCs have not taken an integrated approach to CSR marketing, considering the overall institutional environment of the host country.
Research limitations/implications
On the basis of very weak regulatory constraints on CSR marketing activities, MNCs have the propensity to develop normatively acceptable CSR marketing under very weak formal institutional pressures. The findings suggest the need for developing an integrative approach to the CSR strategies of MNCs, comprehensively incorporating regulatory, economic, and socio-cultural as well as various stakeholders’ perspectives.
Originality/value
The authors take the institution-based approach to MNCs’ CSR marketing in the context of the developing economy, which extends the extant MNC and international marketing literature. Particularly, MNCs’ CSR marketing legitimacy depends highly on the adaptation to local norms, leading to the importance of the normative pillar of institutionalization in developing economies.
Details
Keywords
Sean Yim, Young Han Bae, Hyunwoo Lim and JaeHwan Kwon
The authors use signaling theory in proposing a conceptual framework that simultaneously incorporates both the mediating effects of corporate reputation (CR) and the moderating…
Abstract
Purpose
The authors use signaling theory in proposing a conceptual framework that simultaneously incorporates both the mediating effects of corporate reputation (CR) and the moderating effects of marketing capability (MC) into the corporate social responsibility (CSR)–corporate financial performance (CFP) link and theorize a single moderated mediation model. The empirical results of the research confirm the theorized moderated mediation model among the four variables, where a firm’s CR plays a mediating role in the relationship between CSR and CFP, and a firm’s MC moderates the effect of CSR on CR exclusively in the first link. Both theoretical and practical implications of the moderated mediation model are discussed.
Design/methodology/approach
This study uses structural equation model estimations with the relevant secondary datasets collected from publicly available databases.
Findings
The empirical results confirm the theorized moderated mediation model in the conceptual framework that uses signaling theory. Specifically, the results identify the moderating role of MC in only the CSR- CR link (but not in the CR and CFP link), such that CR plays a moderated mediation role in the CSR–CFP link.
Research limitations/implications
The current research is not without limitations. These limitations mainly stem from data sets used in the empirical analyses. More details are discussed in the limitations and future research directions section.
Practical implications
The empirical findings suggest that a firm needs to develop a consolidated CSR-marketing program, simultaneously satisfying stakeholders’ needs for both the firm’s socially desirable business practices and value-creating marketing programs to increase its CR, which will, in turn, lead to better profitability for the firm.
Originality/value
To the best of the authors’ knowledge, the current research is the first to use signaling theory in building a conceptual framework that theorizes a moderated mediation model regarding the simultaneous effects of CR and MC on the relationship between CSR and CFP and to empirically test this conceptual framework of the single moderated mediation model. By doing so, the current research clarifies an unanswered question in the literature of whether the underlying mechanism in the CSR–CFP link is based on a mediated moderation or moderated mediation of CR and MC.
Details
Keywords
Ayman Ahmed Ezzat Othman and Mai Gamal Hafez
This paper aims to develop a framework based on corporate social responsibility (CSR) as a novel approach for marketing architectural design firms (ADFs) in developing countries.
Abstract
Purpose
This paper aims to develop a framework based on corporate social responsibility (CSR) as a novel approach for marketing architectural design firms (ADFs) in developing countries.
Design/methodology/approach
To achieve this aim, a research strategy consists of literature review and survey questionnaire is designed to accomplish four objectives: first, to examine the concepts of marketing and CSR in construction; second, to investigate the perception and application of CSR as a marketing tool for ADFs in developing countries; third, to develop a framework based on CSR as an approach for marketing ADFs in developing countries; and finally, to outline research conclusions and recommendations useful to government, ADFs and future research.
Findings
The research highlighted the inefficiency of current marketing strategies in developing countries due to lack of considering community needs, using incomprehensible technical language in communication with clients and misrepresenting the calibers of ADFs. ADFs believe that CSR can play a role in increasing their marketability. This requires governmental involvement and overcoming the barriers of adopting CSR.
Originality/value
This paper proposed a framework based on CSR as a novel approach for marketing ADFs in developing countries. This ideology has received scant attention in construction literature. The proposed framework represents a synthesis that is novel and creative in thought and adds value to the original body of knowledge in a manner that has not previously occurred.
Details
Keywords
Tu Van Binh, Linh Nguyen Khanh Duong, Ngo Giang Thy and Huynh Dang Khoa
This study aims to examine the relationship between human resource development (HRD) and the interaction between corporate social responsibility (CSR) and marketing capabilities in…
Abstract
Purpose
This study aims to examine the relationship between human resource development (HRD) and the interaction between corporate social responsibility (CSR) and marketing capabilities in small and medium enterprises (SMEs) in the food industry.
Design/methodology/approach
This research uses the extended regression model on a sample of 2,649 food SMEs in Vietnam.
Findings
This research found that CSR and marketing strategies positively influence HRD; the interaction of CSR and marketing capabilities has a negative effect on HRD; the endogenous role of network capabilities on the effects of CSR and marketing capabilities on HRD.
Originality/value
This research helps food companies use their resources in allocating resources for CSR and conduct marketing reasonably and effectively. This study highlights that the impact of CSR and marketing on HRD is dominated by endogenous networking.
Details
Keywords
Isabelle Maignan, O.C. Ferrell and Linda Ferrell
To provide a comprehensive managerial framework to understand and provide a well balanced and integrated stakeholder orientation for implementing corporate social responsibility in…
Abstract
Purpose
To provide a comprehensive managerial framework to understand and provide a well balanced and integrated stakeholder orientation for implementing corporate social responsibility in marketing.
Design/methodology/approach
Many published articles provide significant findings related to narrow dimensions of stakeholder orientation in marketing. This article utilizes existing knowledge on this topic to support a methodology to implement a well‐integrated corporate social responsibility program that encompasses marketing.
Findings
The findings provide a grounded framework based on previous research that provides a step‐by‐step approach for implementing corporate social responsibility from a marketing perspective.
Research limitations/implications
The framework developed in this paper provides an opportunity to examine to what extent the step‐by‐step methodology has been implemented in organizations as well as alternative approaches for implementation.
Practical implications
This is a managerial guide for using a stakeholder model for implementing social responsibility in marketing.
Originality/value
This paper fulfils a need for advancing knowledge on implementing social responsibility in marketing and provides a practical framework for managers who desire to implement social responsibility.
Details
Keywords
Stephen Oduro and Leul Girma Haylemariam
Corporate social responsibility (CSR) often gives a humanistic touch to the marketing activities of firms and even creates the atmosphere that businesses are reliable. Yet, little…
Abstract
Purpose
Corporate social responsibility (CSR) often gives a humanistic touch to the marketing activities of firms and even creates the atmosphere that businesses are reliable. Yet, little is known about its interaction effect on the relationship between market orientation (MO) and financial and marketing performance in emerging economies. The present study aims to comparatively examine the interaction effect of CSR on the direct link between MO and financial and marketing performance in manufacturing firms in Ghana and Ethiopia.
Design/methodology/approach
The interaction effect of CSR is examined using a quantitative methodological study design. A total of 439 usable questionnaires across manufacturing firms in Ghana and Ethiopia were collected and analyzed using SEM-PLS 3.0. Analytically, the study used product indicator approach to test the interaction effect of CSR on the nexus between MO and financial and marketing performance, while PLS-multigroup analysis (PLS-MGA) was used to test the significance of the observed differences in the results among the manufacturing firms in the two countries.
Findings
Results show that MO significantly improves financial and marketing performance. However, CSR reveals both “suppression” and “spurious” effects on the direct link between MO and financial and marketing performance under varying market conditions. The relationship between MO and financial performance is weakened in Ghanaian manufacturing firms but is strengthened in Ethiopian manufacturing firms when the level of CSR is high. Results, moreover, show that the nexus between MO and marketing performance is strengthened when CSR actions are high in both Ghanaian and Ethiopian manufacturing firms. The PLS-MGA revealed that these differences in findings in the two countries are statistically significant.
Practical implications
The findings suggest that company managers and marketing practitioners can use CSR in their marketing orientation campaigns to keep high performance and to remain competitive in today’s globalized market.
Social implications
Findings illustrate that incorporation of social interests and sustainability initiatives into firms’ marketing orientation strategies can meet stakeholders’ interest and expectation.
Originality/value
This is one of the few studies that examine comparatively the interaction effect of CSR on the MO–financial and marketing performance linkage in two emerging economies. The study extends our understanding of the RBV and stakeholder theories regarding the role of CSR in firms’ marketing strategies.
Details
Keywords
Pantelitsa P. Eteokleous, Leonidas C. Leonidou and Constantine S. Katsikeas
Although corporate social responsibility (CSR) has been an issue of major concern for marketers for more than half a century, only recently has it attracted the attention of…
Abstract
Purpose
Although corporate social responsibility (CSR) has been an issue of major concern for marketers for more than half a century, only recently has it attracted the attention of international marketing researchers. During the last two decades, this body of research has experienced an increasing trend, which, however, is very fragmented and diverse. In response, the purpose of this paper is to review, assess, and synthesize extant research on the role of CSR activities in international marketing.
Design/methodology/approach
The review and assessment covered the period from 1993 to 2013 and all relevant articles were traced, using both electronic and manual search methods. Altogether, the authors identified 132 studies published in 106 articles that appeared in 63 journals. Each article was content analyzed by two coders who worked independently from each other, using a structured coding protocol. Due to the nominal nature of the finalized codes, these were statistically analyzed taking the form of percentage frequencies.
Findings
The results were organized in terms of theoretical, methodological, and empirical considerations. Theoretically, a third of the articles were not anchored on any theory, while the remainder employed various theoretical platforms, with stakeholder theory having a predominant role. Methodologically, this specific body of research is characterized by growing sophistication and rigor, with some room for improvement, especially as regards the use of longitudinal research, better sampling methods, wider geographic scope, and advanced statistical analysis. Empirically, a broad range of issues was covered, with the most widely studied being those focussing on the elements of international marketing strategy, external environmental influences, and CSR practices.
Originality/value
The authors review and assess 21 years of research conducted on a crucial and contemporary dimension of international marketing, namely CSR. The findings provide useful insights for public policymakers, business managers, academic scholars, and marketing educators. The authors also provide detailed directions for future research, extracted from the articles reviewed.
Details