TY - JOUR
T1 - A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior
AU - Inoue, Yuhei
AU - Kent, Aubrey
PY - 2014/6
Y1 - 2014/6
N2 - This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause ("CSM credibility"). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework.
AB - This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause ("CSM credibility"). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework.
KW - Corporate credibility
KW - Corporate social marketing
KW - Corporate social responsibility
KW - Customer loyalty
KW - Prosocial behavior
KW - Value congruence
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U2 - 10.1007/s10551-013-1742-y
DO - 10.1007/s10551-013-1742-y
M3 - Article
AN - SCOPUS:84901654074
SN - 0167-4544
VL - 121
SP - 621
EP - 633
JO - Journal of Business Ethics
JF - Journal of Business Ethics
IS - 4
ER -