Online from: 1967
Subject Area: Marketing
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|Title:||Corporate social responsibility: a corporate marketing perspective|
|Author(s):||Diogo Hildebrand, (Zicklin School of Business, Baruch College, City University of New York, New York, New York, USA), Sankar Sen, (Zicklin School of Business, Baruch College, City University of New York, New York, New York, USA), C.B. Bhattacharya, (European School of Management and Technology, Berlin, Germany)|
|Citation:||Diogo Hildebrand, Sankar Sen, C.B. Bhattacharya, (2011) "Corporate social responsibility: a corporate marketing perspective", European Journal of Marketing, Vol. 45 Iss: 9/10, pp.1353 - 1364|
|Keywords:||Consumer-company identification, Corporate identity, Corporate marketing, Corporate social responsibility, Europe, Identity alignment, Marketing strategy, United States of America|
|Article type:||Research paper|
|DOI:||10.1108/03090561111151790 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||Sankar Sen is very grateful to the Sasin Graduate Institute of Business Administration of Chulalongkorn University, where he was a visiting scholar during the time this paper was completed.|
Purpose – 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.
Design/methodology/approach – The paper is conceptual and draws on the social identification, organisational identity and corporate marketing literatures from the European and US schools of thought.
Findings – 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.
Originality/value – 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.
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