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Corporate Social Responsibility And Marketing Performance

The Moderating Role Of Advertising Intensity

Mahabubur Rahman, M. Ángeles Rodríguez-Serrano, Mary Lambkin
DOI: 10.2501/JAR-2017-047 Published 1 December 2017
Mahabubur Rahman
Rennes School of Business, France,
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  • For correspondence: mahabubur.rahman@esc-rennes.com
M. Ángeles Rodríguez-Serrano
University of Seville, Spain,
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  • For correspondence: mariangeles@us.es
Mary Lambkin
Smurfit Business School, University College Dublin, Ireland,
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  • For correspondence: mary.lambkin@ucd.ie
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ABSTRACT

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting. The link between CSR and marketing performance—one of the dimensions of company performance—has not been investigated so far, however. This study examines the relationship between CSR activities (in particular, corporate community and environmental activities) and marketing performance (measured by market share) and uncovers a positive relationship. The findings of this study demonstrate that the level of advertising intensity positively moderates the relationship between CSR and market share.

  • Received (in revised form) November 25, 2016.
  • Accepted December 14, 2016.
  • Copyright© 2017 ARF. All rights reserved.
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Vol 57 Issue 4

Journal of Advertising Research: 57 (4)
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Corporate Social Responsibility And Marketing Performance
Mahabubur Rahman, M. Ángeles Rodríguez-Serrano, Mary Lambkin
Journal of Advertising Research Dec 2017, 57 (4) 368-378; DOI: 10.2501/JAR-2017-047

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Corporate Social Responsibility And Marketing Performance
Mahabubur Rahman, M. Ángeles Rodríguez-Serrano, Mary Lambkin
Journal of Advertising Research Dec 2017, 57 (4) 368-378; DOI: 10.2501/JAR-2017-047
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More in this TOC Section

  • Corporate Social Responsibility Communication Effects
  • What Sells Better in Green Communications: Fear or Hope?
  • Improving the Effectiveness and Credibility Of Corporate Social Responsibility Messaging
Show more What We Know About Corporate Social Responsibility Messaging

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