Search results

1 – 10 of over 87000
Book part
Publication date: 27 June 2016

Tracy L. Gonzalez-Padron, G. Tomas M. Hult and O. C. Ferrell

Further understanding of how stakeholder marketing explains firm performance through greater customer satisfaction, innovation, and reputation of a firm.

Abstract

Purpose

Further understanding of how stakeholder marketing explains firm performance through greater customer satisfaction, innovation, and reputation of a firm.

Methodology/approach

Grounded in stakeholder theory, the study provides a conceptualization of stakeholder orientation based on cultural values that is distinctive from stakeholder responsiveness and examines the relationship of stakeholder responsiveness to firm performance. The study determines the mediating role of marketing outcomes on the impact of stakeholder responsiveness on firm performance. Multiple regression analysis tests hypotheses using a data set consisting of qualitative data obtained from corporate documents and quantitative data from respected secondary sources.

Findings

Our findings provide support for stakeholder marketing creating a strong relationship to organizational outcomes. There exists a positive relationship between stakeholder responsiveness and firm performance through customer satisfaction, innovation, and reputation.

Research implications

Our definition implies that stakeholder responsiveness is acting in the best interests of the stakeholder as a responsible business. This study shows that stakeholder marketing may not always represent socially responsible marketing. Further research could explore how and why firms may not respond ethically and responsibly to stakeholders.

Practical implications

We further the discussion whether stakeholder marketing equates to sustainability. Marketers can build on expertise of managing customer relationship and generating customer value to develop a stakeholder marketing approach that addresses the economic, social, and environmental concerns of multiple stakeholders.

Originality/value

We further the discussion whether stakeholder marketing equates to sustainability. Marketers can build on expertise of managing customer relationship and generating customer value to develop a stakeholder marketing approach that addresses the economic, social, and environmental concerns of multiple stakeholders.

Details

Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

Keywords

Article
Publication date: 10 July 2017

Michael Jay Polonsky

This commentary aims to discuss the potential role of corporate social marketing and identify instances where corporate involvement in social marketing is appropriate…

1967

Abstract

Purpose

This commentary aims to discuss the potential role of corporate social marketing and identify instances where corporate involvement in social marketing is appropriate. This argument is based on the rationale that there should be a focus on the social outcomes of initiatives rather than on which organisations are delivering the message.

Design/methodology/approach

The paper is conceptual and draws on previous marketing, social marketing and health-related literature to discuss the potential positive role of firms in social marketing.

Findings

The paper proposes that there are many instances where corporations can play a vital role in enhancing social outcomes, even though they too may benefit from these social marketing activities (defined as corporate social marketing). It is argued that corporate social marketing is not only appropriate but also may, in fact, be more effective than social marketing undertaken solely by non-profits or governments. However, it is also identified that there may be inappropriate corporate participation in social marketing.

Practical implications

Two typologies are put forward to assist in evaluating the impact of firm behaviour on society and the situations where corporate social marketing may be more appropriate. These typologies may assist in identifying where firms can play a valuable role in social marketing activities.

Social implications

Use of the typologies proposed will assist in identifying where firms can play a valuable role in social marketing activities and bringing about social benefit.

Originality/value

The discussion of corporate involvement in social marketing generally has been positioned as negative and this paper identifies instances where corporate social marketing may not only be appropriate but also may, in fact, bring about better social outcomes than if the activities were undertaken by government or non-profits.

Details

Journal of Social Marketing, vol. 7 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Book part
Publication date: 18 April 2011

Georgiana F. Grigore

The increasing importance of corporate social responsibility in recent years has been largely discussed, mainly as a part of business strategies to cope with growing…

Abstract

The increasing importance of corporate social responsibility in recent years has been largely discussed, mainly as a part of business strategies to cope with growing environmental challenges. Discourses regarding corporate social responsibility intensified with the emergence of financial crisis. Many of these debates refer to the role CSR plays in society and reasons for a company to involve in supporting social causes in times of crisis.

Details

Governance in the Business Environment
Type: Book
ISBN: 978-0-85724-877-0

Article
Publication date: 28 November 2018

Kambiz Heidarzadeh Hanzaee, Mona Sadeghian and Saeed Jalalian

The purpose of this study is to investigate the effects of corporate social responsibility on customer satisfaction, loyalty and repurchase with or without cause-related…

1265

Abstract

Purpose

The purpose of this study is to investigate the effects of corporate social responsibility on customer satisfaction, loyalty and repurchase with or without cause-related marketing or cause marketing across Islamic companies.

Design/methodology/approach

An experimental survey of Iranian university students was conducted to investigate the customer satisfaction, loyalty and purchase intention with companies using social marketing methods such as corporate social responsibility along with cause marketing and cause-related marketing. A total of 400 usable surveys were obtained in SRBIA University of Tehran, while possessing the greatest ability to consume more hoteling services companies and mobile producers beyond Iranian students.

Findings

The results indicated that through an experimental research by including social marketing in products or service companies such as mobile producers and hotel services companies in Iran (as an Islamic country), there are same levels of loyalty and repurchase intentions, but different levels of customer’s satisfaction. Furthermore, the authors found out there is no significant difference regarding the effect of cause marketing and cause-related marketing on loyalty and repurchase intentions. Also, it is different on customer’s satisfaction given the company type.

Research limitations/implications

The sampling frame for this research was limited to students in one of Iran capital city universities. The results are not exactly generalized to all the populations for Iranian product or service consumers. Also, the sampling methods used in this research might have generated bias due to time and resources constraints. So, it is recommended for future studies to consider broader samplings more than university students and beyond only the consumers of international product or service companies.

Originality/value

No study has used corporate social responsibilities to explain customer satisfaction while providing cause marketing and cause-related marketing as corporate social marketing in service companies influencing the customer loyalty and repurchase intentions.

Article
Publication date: 1 October 2019

Anirban Chakraborty and Ankur Jha

The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing.

1452

Abstract

Purpose

The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing.

Design/methodology/approach

The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process.

Findings

The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes.

Research limitations/implications

A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research.

Practical implications

The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi-faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners.

Social implications

The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves.

Originality/value

This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing.

Details

Journal of Social Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 20 September 2013

Marlene Vock, Willemijn van Dolen and Ans Kolk

The purpose of this paper is to explore consumers' responses to social alliances, a specific type of corporate social marketing in which companies cooperate with…

2640

Abstract

Purpose

The purpose of this paper is to explore consumers' responses to social alliances, a specific type of corporate social marketing in which companies cooperate with non-profit organizations. This paper extends previous studies that suggested that a social marketing effort may be a “double-edged sword” with regard to companies' marketing objectives.

Design/methodology/approach

This study uses a 2 (social value orientation: prosocials/ proselfs) × 3 (company-cause fit: high/low fit/control group) between-subjects experimental design.

Findings

The findings suggest that while prosocials reward companies for social marketing alliances with high fit, proselfs punish the company. This effect can be explained by differences in prosocials' and proselfs' perceptions of the company's corporate abilities, which are influenced by the level of fit.

Research limitations/implications

Future research could give more attention to low-fit alliances, and whether specific fit dimensions play a role. It could also identify ways to overcome negative responses by proselfs in case of high fit.

Practical implications

Companies should be cautious in selecting a social marketing alliance partner as high fit is received favourably by some consumers, but unfavourably by others. While high fit has other benefits for companies, increasing consumers' awareness of strong corporate abilities is important.

Originality/value

Previous studies suggested that different consumer types and a link between the company and the cause may impact the effectiveness of social marketing initiatives. Unlike extant studies, this paper explores the combined and hence moderating influence of both factors, and adds perceived corporate abilities as a mediating factor.

Details

European Journal of Marketing, vol. 47 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 4 February 2019

Shafiu Ibrahim Abdullahi

This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic economics, finance and management mostly deals with the links that exists…

Abstract

Purpose

This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic economics, finance and management mostly deals with the links that exists between Zakah and consumption, neglecting important and strategic links with social cause marketing. This paper emanated from need to outline social cause and the charitable role of Zakah in promoting Halal businesses, poverty alleviation and sustainable development. Most works in the field of Zakah did not foresee the role of marketing. This is a misjudgement, as this work showed that Zakah yields large and measurable social gains to help the society and a firm.

Design/methodology/approach

Secondary sources were used in writing this paper. Available literature in the form of journals, books, manuals and reports was referred to. As a conceptual work, the paper does not test hypothesis or pretends to provide empirical evidences. It uses mathematical economics in arriving at some of the conclusions. Findings were derived through deductions and critical discourses, not through crunching of primary data.

Findings

The paper shows how Zakah, Halal consumption and corporate social responsibility are connected and highlights the role of Zakah as a social marketing tool. It shows how Zakah affects consumption through marginal propensity of Zakah recipients who spend Zakah money on basic needs.

Research limitations/implications

The paper looks at the broad aspects of Zakah and social marketing. How to make Zakah a pillar of Islamic firms’ social cause programs shall be the focus of future academic works in this area.

Originality/value

The paper is unique in drawing attention of Islamic firms to the effectiveness of Zakah in building a corporate image. It draws the attention of firms, activists, academics and governments to functions of Zakah that have not been studied in depth.

Article
Publication date: 6 October 2020

Otto Afiuc, Samuel K. Bonsu, Franklyn Manu, Casey Brett Knight, Swati Panda and Charles Blankson

Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention…

Abstract

Purpose

Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual framework is developed to illustrate the proposed relationship and the influence of mediating factors. The telecommunication industry in Ghana is used to operationalize the conceptual framework.

Design/methodology/approach

Qualitative and quantitative data were collected through face-to-face interviews with CSR managers and through a structured questionnaire. The data were analyzed using qualitative analysis and structural equation modeling.

Findings

Findings suggest that CSR, corporate image and service quality have significant relationships with both corporate image and CR. Corporate image also mediates the relationship between CSR, customer value and service quality with that of CR. The authors also find that CSR strengthens the relationship between customer value and service quality with that of corporate image, which subsequently leads to enhanced CR.

Originality/value

Thus far, the mediating variables that help explain and predict the relationship between CSR activities and CR have been overlooked in the extant literature. The results of this study will help fill a critical knowledge gap in marketing and CSR literature.

Article
Publication date: 11 July 2016

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…

7146

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

International Marketing Review, vol. 33 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

1 – 10 of over 87000