A Framework for Understanding Corporate Social Responsibility Programs as a Continuum
Abstract
This exploratory study proposes a continuum-based framework for understanding Corporate Social Responsibility (CSR) programs, categorizing them as either Institutionalized or Promotional. Drawing on the stakeholder theory and the consumer response research, the study evaluates the differential impacts of these CSR types on four consumer outcomes: customer loyalty, purchase intent, skepticism, and attitude toward the company. Institutionalized CSR, characterized by comprehensive, organization-wide social commitments, is found to more effectively enhance loyalty, reduce skepticism, and improve corporate attitudes. Promotional CSR, focused on cause-related marketing efforts aimed at short-term gains, is comparatively less effective across these dimensions. Implications for ethical business practices and CSR management are discussed throughout the article and the findings suggest that firms seeking long-term consumer trust and loyalty may benefit more from adopting institutionalized CSR strategies.
Authors
Julie Pirsch, Ph.D., is an Assistant Professor of Marketing at Villanova University. She holds a Ph.D. in Marketing and focuses her academic research on corporate social responsibility (CSR), cause-related marketing, and new product development. Her work explores the ways in which ethical business practices and CSR strategies influence consumer perceptions and behavior. Dr. Pirsch’s scholarship contributes to the broader understanding of marketing as a socially embedded practice, and she has presented her research at national and international marketing conferences.
Shruti Gupta, Ph.D., is an Assistant Professor of Marketing at The Pennsylvania State University, Abington campus. She earned her doctorate in marketing and specializes in research areas including corporate social responsibility, environmental consumerism, social marketing, and cause-related marketing. Dr. Gupta’s work investigates how socially responsible business practices shape consumer decision-making and stakeholder engagement. Her research integrates ethical theory with practical marketing strategies and has appeared in several peer-reviewed academic journals.
Stacy Landreth Grau, Ph.D., is an Assistant Professor of Marketing at Texas Christian University. She received her Ph.D. in Marketing and conducts research in the areas of cause-related marketing, social marketing alliances, and advertising source effects. Dr. Grau’s academic interests lie at the intersection of marketing communications and social impact, examining how brands can leverage partnerships and messaging to align with social causes. Her work has informed both scholarly discussions and applied marketing practices regarding ethical branding and strategic consumer engagement.
Keywords
corporate social responsibility, cause-related marketing, customer loyalty, satisfaction, stakeholder theory, skepticism