Corporate societal marketing: Beyond traditional benevolent philanthropy

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Document Type

Article

Source Title

De La Salle Journal of Business Management

Volume

1

Issue

1

First Page

49

Last Page

58

Publication Date

2004

Abstract

The author examines consumer perceptions as a function of a company’s corporate societal marketing (CSM) efforts, the consumer’s knowledge of the firm’s CSM activities and the factors perceived to be driving these initiatives. Employing survey research, the study involves a purposive sample of 150 business students and 150 owner-managers of small family businesses, with a leading food corporation as the target company. Results show that the consumers’ knowledge of a company’s CSM activities and the perceived factors driving these activities jointly influence the consumers’ meaningful associations about the company’s product-CSM activity mix. These associations further influence the consumers’ performance evaluation of the company’s CSM initiatives, implying that the organization’s marketing concept should include social responsibility as a primary function.

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Disciplines

Business Administration, Management, and Operations

Keywords

Social marketing; Social responsibility of business; Consumer behavior

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