Scholarlink

This study analyzes Corporate Social Responsibility (CSR) as a value-creating marketing strategy for businesses. This study aims to determine the benefits for companies adopting CSR-focused marketing strategies and measure the impact of CSR practice adoption on the creation and recognition of a firm's corporate value. The research followed the quantitative method, through online questionnaire distribution to marketing employees from various organizations in Greece, including small, medium, and large ones. The final sample consisted of 86 marketing employees. The study found that businesses adopting CSR practices saw significant improvements in their brand image and consumer loyalty. CSR activities positively influence public perception and make brands appear more trustworthy and ethical, which enhances customer loyalty and repeat purchases. Additionally, these practices lead to increased employee satisfaction and engagement, contributing to overall corporate value. The research also highlighted that CSR initiatives help differentiate companies from competitors, providing a competitive edge in the market. These findings could be useful for academics and business executives who should consider CSR practices not just as philanthropic efforts but as a strategic component integral to their marketing and business operations.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

CSR as a Value Creation Strategy: Empirical Evidence from the Marketing Sector

  • 会议论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年

查看全文
  • Panagiota Xanthopoulou,
  • Alexandros Sahinidis,
  • Maria Panagopoulou

摘要

This study analyzes Corporate Social Responsibility (CSR) as a value-creating marketing strategy for businesses. This study aims to determine the benefits for companies adopting CSR-focused marketing strategies and measure the impact of CSR practice adoption on the creation and recognition of a firm's corporate value. The research followed the quantitative method, through online questionnaire distribution to marketing employees from various organizations in Greece, including small, medium, and large ones. The final sample consisted of 86 marketing employees. The study found that businesses adopting CSR practices saw significant improvements in their brand image and consumer loyalty. CSR activities positively influence public perception and make brands appear more trustworthy and ethical, which enhances customer loyalty and repeat purchases. Additionally, these practices lead to increased employee satisfaction and engagement, contributing to overall corporate value. The research also highlighted that CSR initiatives help differentiate companies from competitors, providing a competitive edge in the market. These findings could be useful for academics and business executives who should consider CSR practices not just as philanthropic efforts but as a strategic component integral to their marketing and business operations.