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
Date Written: 2010
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
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