Marketing Strategy and CSR in a Firm Performance Context During COVID-19 Pandemic

Abstract

In the literature, little is known about the relationship between marketing strategy, corporate social responsibility, and firm performance in the economic crisis generated by the COVID-19 pandemic, since there are few studies published in the literature that have been oriented in its analysis and discussion, for which the main objective of this research is to fill this existing gap in the literature and provide empirical evidence in an economic crisis context generated by COVID-19. Likewise, a telephone survey was applied to a sample of 65 companies from the automotive industry in Mexico, analyzing the data set using the partial least squares structural equation modeling. The results obtained suggest that marketing strategy has significant positive effects on corporate social responsibility, and corporate social responsibility has significant positive effects on automotive industry firm performance.