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Corporate Social Responsibility And Marketing Performance

Author

Listed:
  • Mahabubur Rahman

    (ESC [Rennes] - ESC Rennes School of Business)

  • M. Ángeles Rodríguez-Serrano

    (UPO - Universidad Pablo de Olavide [Sevilla])

  • Mary Lambkin

    (UCD - University College Dublin [Dublin])

Abstract

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting. The link between CSR and marketing performance—one of the dimensions of company performance—has not been investigated so far, however. This study examines the relationship between CSR activities (in particular, corporate community and environmental activities) and marketing performance (measured by market share) and uncovers a positive relationship. The findings of this study demonstrate that the level of advertising intensity positively moderates the relationship between CSR and market share.

Suggested Citation

  • Mahabubur Rahman & M. Ángeles Rodríguez-Serrano & Mary Lambkin, 2017. "Corporate Social Responsibility And Marketing Performance," Post-Print hal-02002084, HAL.
    • Handle: RePEc:hal:journl:hal-02002084
    as

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    Cited by:

    1. Geng, Duanyang & Lai, Kee-hung & Zhu, Qinghua, 2021. "Eco-innovation and its role for performance improvement among Chinese small and medium-sized manufacturing enterprises," International Journal of Production Economics, Elsevier, vol. 231(C).
    2. Iha Haryani Hatta & Endang Etty Merawati & Edy Supriadi & Nurul Hilmiyah*, 2019. "Marketing Metrics Based Performance for SMEs Business Strategy in Indonesia," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(6), pages 1073-1078, 06-2019.
    3. Yura Kim & Taeyeon Kim & Hye-Jeong Nam, 2021. "Marketing Investments and Corporate Social Responsibility," Sustainability, MDPI, vol. 13(9), pages 1-12, April.

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