Journal
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume 34, Issue 2, Pages 158-166Publisher
SPRINGER
DOI: 10.1177/0092070305284978
Keywords
corporate social responsibility; corporate philanthropy; consumers; stakeholders
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This research relied on afield experiment involving a real-world instance of corporate philanthropy to shed light on both the scope and limitations of the strategic returns to corporate social responsibility (CSR). In particular, the authors demonstrate that the impact of CSR in the real world is not only less pervasive than has been previously acknowledged but also more multifaceted than has been previously conceptualized. The findings indicated that contingent on CSR awareness, which was rather low, stakeholders did react positively to the focal company not only in the consumption domain but in the employment and investment domains as well. Stakeholder attributions regarding the genuineness of the company's motives moderated these effects.
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