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While the popularity of online shopping has increased in recent years, surprisingly little research has examined the factors affecting consumers’ behavior in this context. Furthermore, though a widespread problem for companies, the phenomenon of online shopping cart abandonment has garnered even less attention. The purpose of this study is to examine the role of consumers’ mindsets in online shopping cart abandonment.

Three experimental studies were conducted to examine the effect of consumer mindsets (i.e. abstract vs concrete) on purchase intentions.

Results indicate that consumers who have an abstract (as opposed to concrete) mindset when shopping online rate the products they include in their shopping carts to be more important, and consequently are more likely to purchase them, reducing shopping cart abandonment.

The findings suggest that online retailers can reduce shopping cart abandonment by implementing strategies that allow consumers to think abstractly.

This research contributes to the literature by identifying an important underlying mechanism affecting online shopping cart abandonment.

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.

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

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.

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.