“Ad Intensity” and Why It Matters: CSR Outcomes

“Ad Intensity” and Why It Matters: CSR Outcomes

  • M. Rahman – Rennes Sch. of Business, M. Á. Rodríguez-Serrano - Univ. of Seville, & M. Lambkin - Univ. College Dublin
  • JOURNAL OF ADVERTISING RESEARCH
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Summary

Quite a bit of research connects corporate social responsibility (CSR) initiatives with company financial performance, but not much has been written on the link between CSR and marketing performance. As this "JAR Best Academic Paper" winning study found, using CSR to drive marketing success depends on advertising intensity—a merged assessment of ad spend and ad effectiveness.

Mahabubur Rahman is an assistant professor of marketing
at Rennes School of Business in France. His current
research focus is on the nexus between marketing
strategy and firm performance. He has published in
leading journals such as Journal of Business Research
and Industrial Marketing Management. He has academic
and industry experience in France, Sweden, Ireland,
Vietnam, Sri Lanka, Singapore, Morocco and Bangladesh.

M. Ángeles Rodríguez-Serrano is an assistant professor
of marketing at the Faculty of Economics and Business
Administration, University of Seville, Spain. Her research
focus is internationalization, as well as marketing and
strategy. She also is involved actively in various research
and business projects.

Mary Lambkin is professor of marketing at the Smurfit
Business School, University College Dublin, Ireland. Her
teaching and research focus on marketing strategy, on
which she has published widely. She also is involved in
marketing practice and sits on several corporate boards