The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment

Journal of the Academy of Marketing Science, Volume 34, No. 2, pages 158-166 (2006)

10 Pages Posted: 1 Oct 2013

See all articles by Sankar Sen

Sankar Sen

City University of New York - Allen G. Aaronson Department of Marketing & International Business

CB Bhattacharya

European School of Management and Technology (ESMT); Katz Graduate School of Business University of Pittsburgh

Daniel Korschun

Boston University

Date Written: 2006

Abstract

This research relied on afield experiment involving a real world instance of corporate philanthropy to shed light on both the scope and limitations of the strategic returns to corporate social responsibility (CSR). In particular, the authors demonstrate that the impact of CSR in the real world is not only less pervasive than has been previously acknowledged but also more multifaceted than has been previously conceptualized. The findings indicated that contingent on CSR awareness, which was rather low, stakeholders did react positively to the focal company not only in the consumption domain but in the employment and investment domains as well. Stakeholder attributions regarding the genuineness of the company's motives moderated these effects.

Keywords: corporate social responsibility, corporate philanthropy, consumers, stakeholders

Suggested Citation

Sen, Sankar and Bhattacharya, Chitrabhanu and Korschun, Daniel, The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment (2006). Journal of the Academy of Marketing Science, Volume 34, No. 2, pages 158-166 (2006). Available at SSRN: https://ssrn.com/abstract=2333472

Sankar Sen

City University of New York - Allen G. Aaronson Department of Marketing & International Business ( email )

One Bernard Baruch Way, B12-240
New York, NY 10010-5585
United States

Chitrabhanu Bhattacharya (Contact Author)

European School of Management and Technology (ESMT) ( email )

Schlossplatz 1
10117 Berlin
Germany

Katz Graduate School of Business University of Pittsburgh ( email )

Pittsburgh, PA
United States
4123834212 (Phone)

HOME PAGE: http://www.business.pitt.edu/faculty/bhattacharya

Daniel Korschun

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States

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