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All Journal Gadjah Mada International Journal of Business
Licen Indahwati Darsono
Faculty of Economics, Widya Mandala Chatolic University Surabaya
Economics, Econometrics & Finance

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Corporate Social Responsibility and Marketing: What Works and What Doesn’t Licen Indahwati Darsono
Gadjah Mada International Journal of Business Vol 11, No 2 (2009): May - August
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (63.371 KB) | DOI: 10.22146/gamaijb.5524

Abstract

Many companies choose to portray themselves as seeking the moral high ground and playing active role in society. This introduces an idea of corporate social responsibility. It has been argued that corporate social responsibility enhances corporate image (attitudinal dimension) and financial performance. However, some studies find negative impact of corporate social responsibility. Thus, it is debatable whether or not it pays organizations to play active role in society. This paper explores the importance of trust for making corporate social responsibility works. This paper also evaluates attitude and intention within relative attitudinal framework. The associations between trust, attitude and intention are also discussed and reviewed. Finally, a set of managerial implications is developed to address the problems peculiar to the corporate social responsibility and marketing.
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