Corporate Social Responsibility: A Corporate Marketing Perspective

21 Pages Posted: 1 Oct 2013

See all articles by CB Bhattacharya

CB Bhattacharya

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

Diogo Hildebrand

Zicklin School of Business, Baruch College - The City University of New York

Sankar Sen

City University of New York - Department of Marketing and International Business

Date Written: 2011

Abstract

Purpose: The main goal of this paper is to provide an integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective, highlighting the critical role of CSR in effective corporate marketing strategies.

Design/methodology/approach: The paper is conceptual and draws on the social identification, organisational identity and corporate marketing literatures from the European and American schools of thought.

Findings: The paper integrates and builds on extant thinking in corporate marketing and CSR to provide an identity-based conceptualization of CSR. Based on this, it positions CSR as an optimal managerial tool for promoting alignment between multiple corporate identities (e.g., internal, external), which ultimately leads to key benefits for the company.

Originality/value: The paper is the first to highlight the unique role of CSR in being able to align multiple corporate identities. Furthermore, the paper threads together diverse perspectives on corporate identity and marketing to highlight the potential role of CSR in effective corporate marketing.

Keywords: Corporate social responsibility, corporate marketing, corporate identity, consumercompany identification, identity alignment, marketing strategy

Suggested Citation

Bhattacharya, Chitrabhanu and Hildebrand, Diogo F. N. and Sen, Sankar, Corporate Social Responsibility: A Corporate Marketing Perspective (2011). Available at SSRN: https://ssrn.com/abstract=2333495 or http://dx.doi.org/10.2139/ssrn.2333495

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

Diogo F. N. Hildebrand

Zicklin School of Business, Baruch College - The City University of New York ( email )

55 Lexington Ave., Box B13-260
New York, NY 10010
United States

Sankar Sen

City University of New York - Department of Marketing and International Business ( email )

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

Register to save articles to
your library

Register

Paper statistics

Downloads
830
rank
27,660
Abstract Views
3,175
PlumX Metrics