Corporate Social Responsibility And Marketing Performance

Abstract

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting. The link between CSR and marketing performance—one of the dimensions of company performance—has not been investigated so far, however. This study examines the relationship between CSR activities (in particular, corporate community and environmental activities) and marketing performance (measured by market share) and uncovers a positive relationship. The findings of this study demonstrate that the level of advertising intensity positively moderates the relationship between CSR and market share.