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Journal of Business Ethics

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01-06-2014

A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior

Authors: Yuhei Inoue, Aubrey Kent

Published in: Journal of Business Ethics | Issue 4/2014

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Abstract

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.

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Title: A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior
Authors: Yuhei Inoue
Aubrey Kent
Publication date: 01-06-2014
Publisher: Springer Netherlands
Published in: Journal of Business Ethics / Issue 4/2014
Print ISSN: 0167-4544
Electronic ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-013-1742-y

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