Corporate social responsibility

Study Puts Market Value to CSR Initiatives – Journal of Advertising Research

Advertising intensity is a powerful driver for the success of corporate social responsibility (CSR) initiatives, according to new research published in the Journal of Advertising Research (JAR).

Authors Mahabubur Rahman (Rennes School of Business), M. Ángeles Rodríguez Serrano (University of Seville), and Mary Lambkin (University College Dublin) examined the CSR programs of 264 companies in the S&P 500 for their study.

Corporate Social Responsibility (CSR) and Marketing Performance: The Moderating Role of Advertising Intensity provides evidence that companies engaging in community and environmental CSR activities reap the benefit of their investment in the form of improved market share.
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