A framework for understanding corporate social responsibility programs as a continuum: An exploratory study

Julie Pirsch, Shruti Gupta, Stacy Landreth Grau

Research output: Contribution to journalArticlepeer-review

244 Scopus citations

Abstract

Corporate Social Responsibility (CSR) programs are increasingly popular corporate marketing strategies. This paper argues that CSR programs can fall along a continuum between two endpoints: Institutionalized programs and Promotional programs. This classification is based on an exploratory study examining the variance of four responses from the consumer stakeholder group toward these two categories of CSR. Institutionalized CSR programs are argued to be most effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. Promotional CSR programs are argued to be more effective at generating purchase intent. Ethical and managerial implications of these preliminary findings are discussed.

Original languageEnglish (US)
Pages (from-to)125-140
Number of pages16
JournalJournal of Business Ethics
Volume70
Issue number2
DOIs
StatePublished - Jan 1 2007

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Business, Management and Accounting(all)
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Law

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