IDEAS home Printed from https://ideas.repec.org/a/blg/reveco/v68y2016i2p86-106.html
   My bibliography  Save this article

Corporate Social Responsibility And Marketing Communication

Author

Listed:
  • GORSKI Hortensia

    (Romanian-German University, Sibiu, Romania)

  • FUCIU Mircea

    (Romanian-German University, Sibiu, Romania)

  • DUMITRESCU Luigi

    (Lucian Blaga University of Sibiu, Romania)

Abstract

The purpose of this research study is to investigate different issues regarding CSR and marketing communication: use of CSR as a marketing tool; CSR activities and customer loyalty; fairness of product price ratio; undergoing awareness campaigns regarding social and environmental issues; promotion of ethical values and CSR principle in marketing communication, and so on. Unfortunately, results have shown that in the surveyed organizations CSR communication is not understood well enough and used. We provide some recommendations, based on the research results. The findings could provide valuable insights to managers in order to improve their implication and actions in this domain.

Suggested Citation

  • GORSKI Hortensia & FUCIU Mircea & DUMITRESCU Luigi, 2016. "Corporate Social Responsibility And Marketing Communication," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 68(2), pages 86-106, September.
    • Handle: RePEc:blg:reveco:v:68:y:2016:i:2:p:86-106
    as

    Download full text from publisher

    File URL: http://economice.ulbsibiu.ro/revista.economica/archive/68207gorski&fuciu&dumitrescu.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Khosro Jahdi & Gaye Acikdilli, 2009. "Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding?," Journal of Business Ethics, Springer, vol. 88(1), pages 103-113, August.
    2. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    3. Schwartz, Mark S. & Carroll, Archie B., 2003. "Corporate Social Responsibility: A Three-Domain Approach," Business Ethics Quarterly, Cambridge University Press, vol. 13(4), pages 503-530, October.
    4. Abagail McWilliams & Donald S. Siegel & Patrick M. Wright, 2006. "Corporate Social Responsibility: Strategic Implications," Journal of Management Studies, Wiley Blackwell, vol. 43(1), pages 1-18, January.
    5. Barbara Fliess & Hyung-Jong Lee & Olivia L. Dubreuil & Osvaldo R. Agatiello, 2007. "CSR and Trade: Informing Consumers about Social and Environmental Conditions of Globalised Production: Part I," OECD Trade Policy Papers 47, OECD Publishing.
    6. David Eberle & Guido Berens & Ting Li, 2013. "The Impact of Interactive Corporate Social Responsibility Communication on Corporate Reputation," Journal of Business Ethics, Springer, vol. 118(4), pages 731-746, December.
    7. Dilek Cetindamar, 2007. "Corporate Social Responsibility Practices and Environmentally Responsible Behavior: The Case of The United Nations Global Compact," Journal of Business Ethics, Springer, vol. 76(2), pages 163-176, December.
    8. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zdenka Kádeková & Radovan Savov & Ingrida Košičiarová & Katarina Valaskova, 2020. "CSR Activities and Their Impact on Brand Value in Food Enterprises in Slovakia Based on Foreign Participation," Sustainability, MDPI, vol. 12(12), pages 1-21, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bongani Munkuli & Renee Horne, 2018. "Financial Markets Value Reputation for Corporate Social Responsibility (CSR) – A Study of the South African Mining Sector," Africagrowth Agenda, Africagrowth Institute, vol. 15(2), pages 17-22.
    2. Najeb Masoud, 2017. "How to win the battle of ideas in corporate social responsibility: the International Pyramid Model of CSR," International Journal of Corporate Social Responsibility, Springer, vol. 2(1), pages 1-22, December.
    3. Lee, Seoki & Seo, Kwanglim & Sharma, Amit, 2013. "Corporate social responsibility and firm performance in the airline industry: The moderating role of oil prices," Tourism Management, Elsevier, vol. 38(C), pages 20-30.
    4. Mark Avis & Roman Konopka & Diana Gregory-Smith & Nitha Palakshappa, 2022. "Disentangling Consumers’ CSR Knowledge Types and Effects," Sustainability, MDPI, vol. 14(19), pages 1-20, September.
    5. Meyer, Margit & Waßmann, Jan, 2011. "Strategische Corporate Social Responsibility. Konzeptionelle Entwicklung und Implementierung in der Praxis am Beispiel 'dm-drogerie markt'," Research Papers on Marketing Strategy 3/2011, Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing.
    6. Lei Wang & Heikki Juslin, 2011. "The effects of value on the perception of corporate social responsibility implementation: A study of Chinese youth," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(4), pages 246-262, July.
    7. Martin Mueller & Virginia dos Santos & Stefan Seuring, 2009. "The Contribution of Environmental and Social Standards Towards Ensuring Legitimacy in Supply Chain Governance," Journal of Business Ethics, Springer, vol. 89(4), pages 509-523, November.
    8. Camilla Salvatore & Silvia Biffignandi & Annamaria Bianchi, 2022. "Corporate Social Responsibility Activities Through Twitter: From Topic Model Analysis to Indexes Measuring Communication Characteristics," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 164(3), pages 1217-1248, December.
    9. Francisco González Santa Cruz & Iliana Loor Alcívar & Nelly Moreira Mero & Amalia Hidalgo-Fernández, 2020. "Analysis of the Dimensions of Corporate Social Responsibility: Study Applied to Co-operativism in Ecuador," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 148(2), pages 517-534, April.
    10. José María Agudo-Valiente & Concepción Garcés-Ayerbe & Manuel Salvador-Figueras, 2017. "Corporate Social Responsibility Drivers and Barriers According to Managers’ Perception; Evidence from Spanish Firms," Sustainability, MDPI, vol. 9(10), pages 1-24, October.
    11. Francesco Gangi & Jérôme Méric & Rémi Jardat & Lucia Michela Daniele, 2019. "Business for society," Post-Print hal-02382307, HAL.
    12. David Sigurthorsson, 2012. "The Icelandic Banking Crisis: A Reason to Rethink CSR?," Journal of Business Ethics, Springer, vol. 111(2), pages 147-156, December.
    13. Inoue, Yuhei & Lee, Seoki, 2011. "Effects of different dimensions of corporate social responsibility on corporate financial performance in tourism-related industries," Tourism Management, Elsevier, vol. 32(4), pages 790-804.
    14. Junying Li & Jirawan Deeprasert & Rita Yi Man Li & Wei Lu, 2022. "The Influence of Chinese Professional Basketball Organizations’ (CPBOs’) Corporate Social Responsibility (CSR) Efforts on Their Clubs’ Sustainable Development," Sustainability, MDPI, vol. 14(19), pages 1-21, September.
    15. Inga Hardeck & Rebecca Hertl, 2014. "Consumer Reactions to Corporate Tax Strategies: Effects on Corporate Reputation and Purchasing Behavior," Journal of Business Ethics, Springer, vol. 123(2), pages 309-326, August.
    16. Francesca Gennari & Daniela M. Salvioni, 2019. "CSR committees on boards: the impact of the external country level factors," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 23(3), pages 759-785, September.
    17. Deepika Dixit & Anubha Shekhar Sinha & Rinki Shrivastava, 2020. "Process and Content Model of CSR Decision-making - A Stakeholder Approach," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 11(1), pages 1-15, August.
    18. Egle Jakunskiene, 2021. "Assessment of the Impact of Social Responsibility on Poverty," Sustainability, MDPI, vol. 13(16), pages 1-19, August.
    19. Fuzhen Liu & Kee-hung Lai & Wei Cai, 2021. "Responsible Production for Sustainability: Concept Analysis and Bibliometric Review," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    20. Meixner, Oliver & Pollhammer, Elisabeth & Haas, Rainer, 2015. "The communication of CSR activities via social media A qualitative approach to identify opportunities and challenges for small and medium-sized enterprises in the agri-food sector," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206248, International European Forum on System Dynamics and Innovation in Food Networks.

    More about this item

    Keywords

    corporate social responsibility; consumer behaviour; marketing communication; business;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:blg:reveco:v:68:y:2016:i:2:p:86-106. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Eduard Alexandru Stoica (email available below). General contact details of provider: https://edirc.repec.org/data/feulbro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.