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A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior

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  • Yuhei Inoue
  • Aubrey Kent

Abstract

This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause (“CSM credibility”). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework. Copyright Springer Science+Business Media Dordrecht 2014

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  • Yuhei Inoue & Aubrey Kent, 2014. "A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(4), pages 621-633, June.
    • Handle: RePEc:kap:jbuset:v:121:y:2014:i:4:p:621-633
    DOI: 10.1007/s10551-013-1742-y
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    Cited by:

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    2. Sun Young Lee & Weiwu Zhang & Alan Abitbol, 2019. "What Makes CSR Communication Lead to CSR Participation? Testing the Mediating Effects of CSR Associations, CSR Credibility, and Organization–Public Relationships," Journal of Business Ethics, Springer, vol. 157(2), pages 413-429, June.
    3. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.
    4. Moazzam Abbas & Yongqiang Gao & Sayyed Sadaqat Hussain Shah, 2018. "CSR and Customer Outcomes: The Mediating Role of Customer Engagement," Sustainability, MDPI, vol. 10(11), pages 1-15, November.
    5. Patrick Hartmann & Paula Fernández & Vanessa Apaolaza & Martin Eisend & Clare D’Souza, 2021. "Explaining Viral CSR Message Propagation in Social Media: The Role of Normative Influences," Journal of Business Ethics, Springer, vol. 173(2), pages 365-385, October.
    6. Scheinbaum, Angeline Close & Lacey, Russell, 2015. "Event social responsibility: A note to improve outcomes for sponsors and events," Journal of Business Research, Elsevier, vol. 68(9), pages 1982-1986.
    7. Waku Ogiso & Hiroaki Funahashi & Yoshiyuki Mano, 2022. "Examining the Role of Source Evaluation in Athlete Advocacy: How Can Advocate Athletes Inspire Public Involvement in Racial Issues?," Social Sciences, MDPI, vol. 11(8), pages 1-18, August.
    8. Won‐Moo Hur & Tae‐Won Moon & Hanna Kim, 2020. "When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1878-1891, July.
    9. Langan, Ryan & Kumar, Anand, 2019. "Time versus money: The role of perceived effort in consumers' evaluation of corporate giving," Journal of Business Research, Elsevier, vol. 99(C), pages 295-305.
    10. Otilia Vanessa Cordero-Ahiman & Jorge Leonardo Vanegas & Cecilia Alexandra Fernández-Lucero & Daniela Fernanda Torres-Torres & Víctor Dante Ayaviri-Nina & Gabith Miriam Quispe-Fernández, 2022. "Responsible Marketing in the Traffic Light Labeling of Food Products in Ecuador: Perceptions of Cuenca Consumers," Sustainability, MDPI, vol. 14(6), pages 1-17, March.
    11. Schyvinck, Cleo & Willem, Annick, 2018. "A typology of cause-related marketing approaches in European professional basketball," Sport Management Review, Elsevier, vol. 21(4), pages 347-362.
    12. Edson Costa Alves & Marcia Juliana d’Angelo, 2023. "Does the Signaling of Hiring Offenders Impact Corporate Reputation?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 133-149, May.
    13. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    14. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    15. Hills, Stephen & Walker, Matthew & Barry, Adam E., 2019. "Sport as a vehicle for health promotion: A shared value example of corporate social responsibility," Sport Management Review, Elsevier, vol. 22(1), pages 126-141.
    16. Ouidade Sabri, 2018. "The Detrimental Effect of Cause-Related Marketing Parodies," Journal of Business Ethics, Springer, vol. 151(2), pages 517-537, August.

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