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The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment

Baruch College, City University of New York, sankar_sen{at}baruch.cuny.edu

C. B. Bhattacharya

Boston University, cb{at}bu.edu

Daniel Korschun

Boston University, danielk{at}bu.edu

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.

Key Words: corporate social responsibility • corporate philanthropy • consumers • stakeholders

Journal of the Academy of Marketing Science, Vol. 34, No. 2, 158-166 (2006)
DOI: 10.1177/0092070305284978


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