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Public opinion of the roles of companies in society has shifted dramatically in recent decades. Producing high-quality goods and services is no longer enough. Constituents expect corporations to address environmental and social problems linked to whatever they sell and however they conduct business. Corporate social responsibility (CSR) refers to voluntary actions—that is, actions not required by law—that attempt to further some social good, counter some social ill, or address the externalities of their operating in the world. CSR as a corporate function has gone from a nominal commitment to a strategic necessity. But despite all CSR buzz, executives do not always understand its role in global brand building. Imbuing a global brand with positive social associations can be more complicated than simply operating responsibly in the world. Firms must understand the multiple facets of CSR, how to operationalize CSR in the brand’s customer proposition, and how to leverage these associations to influence customer behavior. The chapter addresses these issues.
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Items used in this tool are adapted from Du et al. (2007).
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- Corporate Social Responsibility
- Palgrave Macmillan UK