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Reaping relational rewards from corporate social responsibility: The role of competitive positioningDu, Shuili; Bhattacharya, C.B.; Sen, Sankar
International journal of research in marketing, 09/2007, Letnik: 24, Številka: 3Journal Article
This research examines the moderating influence of the extent to which a brand's social initiatives are integrated into its competitive positioning (i.e., a CSR positioning) on consumer reactions to CSR. We find that positive CSR beliefs held by consumers are associated not only with greater purchase likelihood but also with longer-term loyalty and advocacy behaviors. More importantly, we find that not all CSR initiatives are created equal: a brand that positions itself on CSR, integrating its CSR strategy with its core business strategy, is more likely than brands that merely engage in CSR to reap a range of CSR-specific benefits in the consumer domain.
