Open AccessJournal Article
Building Brand Equity Through Corporate Societal Marketing
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TLDR
In this article, a long-term development target for enterprises, and fulfilling the community responsibility is the way and process to achieve this targetSocietal marketing bridges the brand equity and the community responsibi￣lity, determines the need expectation and benefit of various target markets, and protects and enhances the consumer's welfare.Abstract:
Building brand equity is a long-term development target for enterprises,and fulfilling the community responsibility is the way and process to achieve this targetSocietal marketing bridges the brand equity and the community responsibi￣lity,determines the need expectation and benefit of various target markets,and protects and enhances the consumer's welfareTherefore,fulfilling corporate social responsibility is a way to build brand equityread more
Citations
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Does Corporate Social Responsibility Influence Firm Performance of Indian Companies
Supriti Mishra,Damodar Suar +1 more
TL;DR: In this paper, the authors examined whether corporate social responsibility (CSR) towards primary stakeholders influences the financial and the non-financial performance (NFP) of Indian firms and found that a favorable perception of managers towards CSR is associated with an increase in FP and NFP of firms.
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Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio
Aradhna Krishna,Uday Rajan +1 more
TL;DR: Overall, this work implies that, by carrying cause-related products, companies can not only improve their image in the public eye but also increase profits.
Journal ArticleDOI
The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns
TL;DR: The authors found that consumers' temporal orientation (present or future) moderates the influence of the temporal framing within the ad (either proximal or distal) for a CRM campaign on attitudes and purchase intentions.
Journal ArticleDOI
Effects of message appeal and service type in CSR communication strategies
TL;DR: In this paper, consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two different message appeals (emotional and rational) across two service types (hedonic and utilitarian) were examined.
Journal ArticleDOI
Corporate social responsibility and environmental reporting in controversial industries
Thomas Kilian,Nadine Hennigs +1 more
TL;DR: In this paper, the authors investigated the relationship between industry sector and CSR communication and found that companies in controversial industries communicate their CSR more intensely than companies in more mainstream industries.
References
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Journal ArticleDOI
Does Corporate Social Responsibility Influence Firm Performance of Indian Companies
Supriti Mishra,Damodar Suar +1 more
TL;DR: In this paper, the authors examined whether corporate social responsibility (CSR) towards primary stakeholders influences the financial and the non-financial performance (NFP) of Indian firms and found that a favorable perception of managers towards CSR is associated with an increase in FP and NFP of firms.
Journal ArticleDOI
How does corporate social responsibility create value for consumers
Todd Green,John Peloza +1 more
TL;DR: In this paper, the authors studied how consumers define corporate social responsibility (CSR) and how it can enhance the overall value proposition for consumers and found that CSR can provide three forms of value to consumers: emotional, social, and functional.
Journal ArticleDOI
Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio
Aradhna Krishna,Uday Rajan +1 more
TL;DR: Overall, this work implies that, by carrying cause-related products, companies can not only improve their image in the public eye but also increase profits.
Journal ArticleDOI
The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns
TL;DR: The authors found that consumers' temporal orientation (present or future) moderates the influence of the temporal framing within the ad (either proximal or distal) for a CRM campaign on attitudes and purchase intentions.
Journal ArticleDOI
Effects of message appeal and service type in CSR communication strategies
TL;DR: In this paper, consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two different message appeals (emotional and rational) across two service types (hedonic and utilitarian) were examined.
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