Corporate societal marketing: Beyond traditional benevolent philanthropy

The author examines consumer perceptions as a function of a company’s corporate societal marketing (CSM) efforts, the consumer’s knowledge of the firm’s CSM activities and the factors perceived to be driving these initiatives. Employing survey research, the study involves a purposive sample of 150 b...

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Main Author: Divinagracia, Louie A.
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Published: Animo Repository 2004
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Online Access:https://animorepository.dlsu.edu.ph/faculty_research/5500
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Institution: De La Salle University
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spelling oai:animorepository.dlsu.edu.ph:faculty_research-64352022-05-04T08:26:37Z Corporate societal marketing: Beyond traditional benevolent philanthropy Divinagracia, Louie A. The author examines consumer perceptions as a function of a company’s corporate societal marketing (CSM) efforts, the consumer’s knowledge of the firm’s CSM activities and the factors perceived to be driving these initiatives. Employing survey research, the study involves a purposive sample of 150 business students and 150 owner-managers of small family businesses, with a leading food corporation as the target company. Results show that the consumers’ knowledge of a company’s CSM activities and the perceived factors driving these activities jointly influence the consumers’ meaningful associations about the company’s product-CSM activity mix. These associations further influence the consumers’ performance evaluation of the company’s CSM initiatives, implying that the organization’s marketing concept should include social responsibility as a primary function. 2004-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/faculty_research/5500 Faculty Research Work Animo Repository Social marketing Social responsibility of business Consumer behavior Business Administration, Management, and Operations
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
topic Social marketing
Social responsibility of business
Consumer behavior
Business Administration, Management, and Operations
spellingShingle Social marketing
Social responsibility of business
Consumer behavior
Business Administration, Management, and Operations
Divinagracia, Louie A.
Corporate societal marketing: Beyond traditional benevolent philanthropy
description The author examines consumer perceptions as a function of a company’s corporate societal marketing (CSM) efforts, the consumer’s knowledge of the firm’s CSM activities and the factors perceived to be driving these initiatives. Employing survey research, the study involves a purposive sample of 150 business students and 150 owner-managers of small family businesses, with a leading food corporation as the target company. Results show that the consumers’ knowledge of a company’s CSM activities and the perceived factors driving these activities jointly influence the consumers’ meaningful associations about the company’s product-CSM activity mix. These associations further influence the consumers’ performance evaluation of the company’s CSM initiatives, implying that the organization’s marketing concept should include social responsibility as a primary function.
format text
author Divinagracia, Louie A.
author_facet Divinagracia, Louie A.
author_sort Divinagracia, Louie A.
title Corporate societal marketing: Beyond traditional benevolent philanthropy
title_short Corporate societal marketing: Beyond traditional benevolent philanthropy
title_full Corporate societal marketing: Beyond traditional benevolent philanthropy
title_fullStr Corporate societal marketing: Beyond traditional benevolent philanthropy
title_full_unstemmed Corporate societal marketing: Beyond traditional benevolent philanthropy
title_sort corporate societal marketing: beyond traditional benevolent philanthropy
publisher Animo Repository
publishDate 2004
url https://animorepository.dlsu.edu.ph/faculty_research/5500
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