Corporate societal marketing: Beyond traditional benevolent philanthropy

• Main Author: Divinagracia, Louie A.
• Format: text
• Published: Animo Repository 2004
• Subjects: Social marketing; Social responsibility of business; Consumer behavior; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/5500
• Institution: De La Salle University

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...