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Journal of the Academy of Marketing Science

, Volume 34, Issue 2, pp 158–166 | Cite as

The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment

  • Sankar Sen
  • C. B. Bhattacharya
  • Daniel Korschun
Article

Abstract

This research relied on a field experiment involving a real-world instance of corporate philanthropy to shed light on both the scope and limitations of the strategic returns to corporate social responsibility (CSR). In particular, the authors demonstrate that the impact of CSR in the real world is not only less pervasive than has been previously acknowledged but also more multifaceted than has been previously conceptualized. The findings indicated that contingent on CSR awareness, which was rather low, stakeholders did react positively to the focal company not only in the consumption domain but in the employment and investment domains as well. Stakeholder attributions regarding the genuineness of the company’s motives moderated these effects.

Keywords

corporate social responsibility corporate philanthropy consumers stakeholders 

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Copyright information

© Academy of Marketing Science 2006

Authors and Affiliations

  • Sankar Sen
    • 1
  • C. B. Bhattacharya
    • 2
  • Daniel Korschun
    • 2
  1. 1.Baruch CollegeCity University of New YorkNew YorkUSA
  2. 2.Boston UniversityBostonUSA

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