Abstract
This study examined the effect of corporate social responsibility (CSR) on marketing performance (MP) of a manufacturing company-Aluminum Extrusion (ALEX) Industries PLC Nigeria. Data were generated from the company's internal and annual reports from 2009 to 2015. Using SPSS version 21, stated hypotheses were tested with linear regression analysis. The findings revealed that CSR only has a strong positive relationship with one variable of MP-Market Share. The other two variables (Financial Performance and Sales Growth) were all negatively associated with CSR. Based on these, the study concludes that the negative effect CSR has on profitability and sales growth of the company is as a result of the inconsistent practice of CSR by the company. Therefore, the study recommends among others, that firms should be consistent in the implementation of their CSR projects in other to really understand its effect on the company’s marketing performance.
Highlights
Corporate social responsibility (CSR) and its effect on Marketing Performance (MP) has become a subject of debate and discuss over the years
The main objective of this study is to examine the effect of corporate social responsibility on MP of Aluminum Extrusion (ALEX) Industries PLC, Inyishi in Imo State Nigeria
: market share was measured by the size or number of customers the company has, while financial performance was measured by the profit of the company after tax and sales growth was measured by the total revenue or turnover of the company.Simple Linear Regression Analysis was used to determine the nature of relationship between corporate social responsibility and marketing performance of the firm
Summary
Corporate social responsibility (CSR) and its effect on Marketing Performance (MP) has become a subject of debate and discuss over the years. According to Singh, Sanchez and Bosque (2007) in Bilikova (2015), the traditional view of business of maximizing profits is no longer sufficient and that companies have to realize that they have responsibilities that go beyond their legal and economic obligations. One of these responsibilities is carrying other stakeholders along together with the shareholders. To Adeneye and Ahmed (2015), CSR defines the voluntary services given by a company to the society. It is this voluntary service that will help the company to create good image and increase purchasing behavior of their customers
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
