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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
  • Article
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Article Figures & Data

Tables

  • TABLE 1

    Descriptive Statistics

    VariableObsMMdnSDMinMaxVIF
    Market Share2,54122.523015.666123.38240.0803100
    Total CSR2,541−0.04990.00000.2962−1.27380.95241.12
    Advertising Intensity2,5410.01340.00000.02640.00000.16971.08
    Leverage2,5410.19980.19200.13480.00001.39471.07
    R&D Intensity2,5410.04800.00640.10720.00001.99571.08
    Economic Growth2,54112,850.2113,381.61,576.2210,472.314,685.301.00
    • Note: Obs = observations; M = mean; Mdn = median; Min = minimum; Max = maximum; VIF = variance inflation factor; CSR = corporate social responsibility; R&D = research and development.

  • TABLE 2

    Variables for the Study

    Types of VariablesVariableOperationalizationSource
    Dependent VariableMarket sharePercentage of sales revenue as compared with total sales revenue in an industry at four-digit SIC levelCompustat
    Independent VariableCorporate social responsibility activities (summation of community and environment score)CSR strength minus CSR concernsKLD database
    Moderating VariableAdvertising intensityAdvertising expenditure divided by salesCompustat
    Control VariableLeverageTotal long-term debt divided by total assetCompustat
    Advertising intensityAdvertising expenditure divided by salesCompustat
    R&D intensityR&D expenditure divided by salesCompustat
    Economic growthGross domestic productFederal Reserve Bank of St. Louis website
    Instrumental VariablesBlue and red states (Dummy variable)1 if the company's headquarters are located in a blue state, and 0 otherwisewww.electoral-vote.com
    VotingThe average margin of victory in the five presidential elections between 1992 and 2008 for the democratic president candidate in the state where company i's headquarters is located.www.commons.wikimedia.org
    • Note: CSR = corporate social responsibility; R&D = research and development.

  • TABLE 3

    Results of Two-Stage Least Squares Regressions

    VariableFirst StageSecond Stage
    Market Share (t - 1)0.9865***
    (0.0011)
    Adjusted Total Corporate Social Responsibility4.6833***
    (1.0463)
    Advertising Intensity × Total Corporate Social Responsibility2.8842***
    (0.5993)
    Blue State0.0412*
    (0.0239)
    Voting0.0041***
    (0.0010)
    Advertising Intensity1.8144***      5.8575***
    (0.2201)      (1.9791)
    Leverage0.0082      −0.1553
    (0.0431)      (0.1935)
    R&D Intensity0.0912*      −0.6120**
    (0.0526)      (0.2927)
    Economic Growth2.79 e−06      −0.00003
    (5.32 e−06)      (0.00002)
    Year fixed effectsYesYes
    Industry fixed effectsYesYes
    First-stage Cragg & Donald test (F-value)10.02
    Overidentification test (p-value)  0.1814
    Adjusted R2  0.3775      0.9777
    F stat.25.06***20,406.81***
    • Note: Robust standard errors clustered at the company level are used to compute t-statistics. Standard errors in parentheses.

    • *p<0.10; **p<0.05, ***p<0.01.

  • TABLE 4

    Correlation Matrix

    Variable123456
    1 Market Share1.0000
    2 Total CSR.29851.0000
    3 Advertising Intensity.2636.23831.0000
    4 Leverage−.2414−.0629−.04151.0000
    5 R&D Intensity.7435.1466−.0230−.20341.0000
    6 Economic Growth−.0409.0476.0052.0090−.04291.0000
    • Note: CSR = corporate social responsibility; R&D = research and development.

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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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  • Improving the Effectiveness and Credibility Of Corporate Social Responsibility Messaging
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