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

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