Corporate social responsibility positively impacts relationships between firms and customers. Previous research construes this as an outcome of customers’ warm glow that results from supporting firms’ benevolence. The current research demonstrates that beyond warm glow, CSR positively impacts firms’ sales through mitigating their customers’ perceptions of purchase risk. We demonstrate this effect across three conditions in which customers’ perceived risk of purchase is heightened, using both secondary data and two lab experiments. Under conditions of greater purchase risk, CSR positively impacts (...) both sales and customer purchase intentions to a greater extent than in conditions of lower purchase risk. In addition to measuring purchase risk as the mediating process behind these effects, we demonstrate that the effect of CSR on sales is stronger for those CSR activities that signal a stakeholder orientation. (shrink)

The objective of this research is to examine whether and how enterprises adjust their corporate social responsibility (CSR) activities in response to top executives’ local tournament incentives. The findings provide evidence to support the claim that local compensation gaps encourage top executives to reduce their CSR performance; furthermore, they indicate that this reduction is accomplished mainly through the CSR categories of diversity, community, the environment and product. The enforceability of noncompete agreements (NCAs) is examined, and the negative relationship between local (...) compensation gaps and CSR is documented to be weaker in states that feature stronger enforcement of NCAs, which constrains labour mobility and imposes turnover costs. The findings of this research are robust to concerns regarding endogeneity and reverse causality. (shrink)

Assessing the impact of CSR initiatives can be a complex task for marketers given the variety of methods of communicating about CSR as well as the broad range of stakeholders that CSR initiatives might interest. Social media helps increase the visibility and credibility of CSR communication and provides new ways of reaching and involving stakeholders in CSR initiatives. Using data collected and coded from Facebook pages of the Top 100 Global Brands, the authors introduce a new measure of effectiveness for (...) CSR communication; CSR communication productivity (CCP). The findings indicate that CCP has a positive impact on firm performance (Tobin’s Q). The authors also investigate the impact of External Stakeholder Involvement in CSR initiatives. The results suggest that when external stakeholders are involved in an organization’s CSR initiatives, both CCP and firm performance (Tobin’s Q) improve. In addition, third-party evaluations of CSR performance positively moderate the impact of External Stakeholder Involvement on CCP. These findings offer contributions to CSR communication and social media marketing theories. They also have implications for marketing managers regarding how to measure and benchmark CCP, and how to maximize returns by involving external stakeholders in CSR efforts. (shrink)

The business case constitutes an important instrumental motive for corporate social responsibility (CSR), but its relationship with other moral and relational motives remains controversial. In this article, we examine the articulation of motives for CSR among different stakeholders in Germany historically. On the basis of reports of German business associations, state agencies, unions, and nongovernmental organizations from 1970 to 2014, we show how the business case came to be a dominant motive for CSR by acting as a coalition magnet: the (...) vocabulary was used strategically by key policy entrepreneurs, while being ambiguous for flexible interpretations by different stakeholders, and thereby growing in attractiveness. As a resulting discourse coalition emerged among business, state, and civil society actors, the moral and relational motives for CSR became increasingly marginalized. The article offers a new approach to studying motives and contributes to understanding the complementary or competing nature of different motives for CSR. (shrink)