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Corporate Social Responsibility in der Marketing- und Markenforschung: Ein systematischer Überblick zum aktuellen Stand der empirischen Forschung

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  • Waßmann, Jan

Abstract

Die Implementierung einer gesellschaftlichen Verantwortung von Unternehmen, auch Corporate Social Responsibility (CSR) genannt, entwickelt sich zunehmend zu einem bedeutenden Managementkonzept der strategischen Unternehmensführung in der Praxis. Von dieser Entwicklung ist insbesondere das Marketing- und Markenmanagement betroffen, da es im Rahmen der CSR eine wichtige Rolle bei der Ausgestaltung des Dialogs mit den Stakeholdern der Unternehmung übernimmt. Vor diesem Hintergrund sind in der wissenschaftlichen Marketingforschung in den vergangenen 15 Jahren zahlreiche empirische Untersuchungen durchgeführt worden mit dem Ziel die Wirkungsweise von CSR-Aktivitäten im Marketingkontext zu erklären. In der vorliegenden Metastudie werden die wichtigsten Ergebnisse der Forschungsaktivitäten in diesem Bereich komprimiert wiedergegeben und diskutiert, um daraus Handlungsempfehlungen, sowohl für zukünftige Untersuchungen, als auch für die Managementpraxis abzuleiten. Hierbei zeigt der systematische Forschungsüberblick über insgesamt 62 Studien aus einschlägigen internationalen Marketing-Journals, dass sich die empirischen Ergebnisse in diesem Bereich grundsätzlich in sechs Gruppen von Einflussfaktoren einordnen lassen (Produkteigenschaften, Verhalten des Unternehmens, Kommunikationsunterstützung, wahrgenommener Fit, Markenimage und Konsumenteneigenschaften). Die Mehrheit der Studien untersucht dabei den Einfluss unterschiedlicher Variablen des wahrgenommenen Fits (z.B der Fit von CSR-Aktivität und Marke) oder Verhaltensweisen des Unternehmens auf die Einstellung gegenüber der Marke. Der überwiegende Teil der Studien entstand in den USA. Zudem handelt es sich bei der Art der Studien mehrheitlich um experimentelle Forschungsdesigns mit geringer externer Validität. Die vorliegende Arbeit diskutiert daher diese und weitere Limitationen der Untersuchungen im Hinblick auf eine generelle Übertragbarkeit der Erkenntnisse auf die Praxis.

Suggested Citation

  • Waßmann, Jan, 2011. "Corporate Social Responsibility in der Marketing- und Markenforschung: Ein systematischer Überblick zum aktuellen Stand der empirischen Forschung," Research Papers on Marketing Strategy 5/2011, Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing.
    • Handle: RePEc:zbw:wuerpm:52011
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    References listed on IDEAS

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