Record Details

Corporate Social Responsibility and Marketing: What Works and What Doesn’t

Gadjah Mada International Journal of Business

View Archive Info
 
 
Field Value
 
Title Corporate Social Responsibility and Marketing: What Works and What Doesn’t
 
Creator Darsono, Licen Indahwati
 
Subject corporate social responsibility (CSR); intention; marketing; attitude
 
Description Many companies choose to portray themselves as seeking the moral high ground and playing active role in society. This introduces an idea of corporate social responsibility. It has been argued that corporate social responsibility enhances corporate image (attitudinal dimension) and financial performance. However, some studies find negative impact of corporate social responsibility. Thus, it is debatable whether or not it pays organizations to play active role in society. This paper explores the importance of trust for making corporate social responsibility works. This paper also evaluates attitude and intention within relative attitudinal framework. The associations between trust, attitude and intention are also discussed and reviewed. Finally, a set of managerial implications is developed to address the problems peculiar to the corporate social responsibility and marketing.
 
Publisher Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
 
Date 2009-05-12
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ugm.ac.id/gamaijb/article/view/5524
10.22146/gamaijb.5524
 
Source Gadjah Mada International Journal of Business; Vol 11, No 2 (2009): May - August; 275 - 293
2338-7238
1411-1128
 
Language eng
 
Relation http://journal.ugm.ac.id/gamaijb/article/view/5524/4496