A Context Dependent Nature Effects on Choices of Corporate Social Responsibilities and Consumer Behaviors

Abstract

Given that how consumers perceive a corporate social responsibility (CSR) marketing strategy will influence their responses, this study hence enriches the knowledge about CSR marketing strategy by proposing the relative effectiveness of philanthropic marketing, sponsorship-linked marketing, and purchase-triggered donation on consumer attitudes and behavioral responses. This research also proposes the highly context-dependent nature of CSR marketing strategy that may help explain such relative influences, including perceived severity and vulnerability of the CSR issue, contribution type, and type of CSR issue. Literature reviews linked with theories lead to propositions. In doing so not only is such research important in terms of filling literature gaps to the existing literature of CSR, but also for providing directions to practitioners when considering CSR as a marketing strategy, when a chosen CSR marketing strategy may ultimately shape images of the company.