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| Author: | Hildebrand, D. Sen, S. Bhattacharya, C.B. |
| Title: | Commentary. Corporate social responsibility: a corporate marketing perspective |
| Journal: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1353-1364 |
| Index terms: | social responsibility COMPANIES marketing marketing strategy |
| Freeterms: | corporate identity |
| Language: | eng |
| Abstract: | Purpose of this paper is to provide integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective. The paper is based on literature concerning about the social identification, organizational identity and corporate marketing. The study provides an identity-based conceptualization of CSR. The paper positions CSR as an optimal managerial tool for promoting alignment between multiple corporate identities. |
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