Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning

International Journal of Research in Marketing 24 (2007) 224–241

18 Pages Posted: 2 Oct 2013

See all articles by Shuili Du

Shuili Du

Simmons College

CB Bhattacharya

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

Sankar Sen

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

Date Written: 2007

Abstract

This research examines the moderating influence of the extent to which a brand's social initiatives are integrated into its competitive positioning (i.e., a CSR positioning) on consumer reactions to CSR. We find that positive CSR beliefs held by consumers are associated not only with greater purchase likelihood but also with longer-term loyalty and advocacy behaviors. More importantly, we find that not all CSR initiatives are created equal: a brand that positions itself on CSR, integrating its CSR strategy with its core business strategy, is more likely than brands that merely engage in CSR to reap a range of CSR-specific benefits in the consumer domain.

Keywords: corporate social responsibility, consumer reactions, purchase intent, brand loyalty

Suggested Citation

Du, Shuili and Bhattacharya, Chitrabhanu and Sen, Sankar, Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning (2007). International Journal of Research in Marketing 24 (2007) 224–241. Available at SSRN: https://ssrn.com/abstract=2333555

Shuili Du

Simmons College ( email )

300 The Fenway
Boston, MA 02115
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

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

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