Understanding Stakeholder Responses to Corporate Citizenship Initiatives: Managerial Guidelines and Research Directions

Journal of Public Policy and Marketing, Vol. 29, Issue 1, pp. 78-88, 2010

Posted: 4 Aug 2011 Last revised: 19 Oct 2014

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Paul N. Bloom

Duke University - Center for the Advancement of Social Entrepreneurship (CASE)

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Date Written: 2010

Abstract

Firms are increasingly devoting attention to corporate citizenship initiatives. Despite the great interest in these initiatives, there is little academic research on their potential effects to guide managerial decisions. This article draws on theories from the consumer behavior literature to identify how socially oriented programs can foster both consumer and employee engagement, while also improving the welfare of society at-large and the financial fortunes of companies. In doing so, the authors advance a research agenda and offer prescriptive managerial advice.

Keywords: stakeholder marketing, brand, internal branding, social marketing, prescriptive advice

Suggested Citation

Hoeffler, Steve and Bloom, Paul N. and Keller, Kevin Lane, Understanding Stakeholder Responses to Corporate Citizenship Initiatives: Managerial Guidelines and Research Directions (2010). Journal of Public Policy and Marketing, Vol. 29, Issue 1, pp. 78-88, 2010. Available at SSRN: https://ssrn.com/abstract=1904595

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Paul N. Bloom

Duke University - Center for the Advancement of Social Entrepreneurship (CASE) ( email )

Box 90120
Durham, NC 27708-0120
United States
919-660-7914 (Phone)
919-660-8038 (Fax)

Kevin Lane Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

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