CSR expectations: the focus of corporate marketing

Abstract

Purpose: The purpose of this paper is to investigate the link between individuals' expectations of corporate social responsibility (CSR) and their readiness to support the socially responsible behaviour of companies in light of the expectational relationship a company has with its stakeholders, as defined in the corporate marketing model. Design/methodology/approach: The data were collected using an online survey of 354 respondents from different backgrounds. The sample was 57 per cent female and 43 per cent male with 66 per cent of respondents aged between 20 and 40 years. The authors conducted descriptive statistics, a factor analysis, and structural equation modelling. Findings: The results show that expectations of ethical‐philanthropic CSR tend to have a significant positive influence on both types of intended CSR support by customers. Research limitations/implications: The limitation of the research is the limited scope of the model. For more insight into the relevance of CSR for corporate marketing, it would be interesting to include other relevant variables from this field, such as identification with a corporate brand and corporate reputation. Practical implications: The model suggests that ethical‐philanthropic responsibilities seem to lead to a competitive advantage which is based on a desired customer response and reward. This is in line with the main focus of corporate marketing, which is the meeting of stakeholder and societal needs. Originality/value: The paper empirically considers and challenges the acknowledged Carroll's classification of CSR, and links it with the readiness to support socially responsible behaviour of companies in general. In addition, it links the notion of CSR with that of corporate marketing, which strives to develop meaningful relationships with customers and other stakeholders.