PT  - JOURNAL ARTICLE
AU  - Rahman, Mahabubur
AU  - Rodríguez-Serrano, M. Ángeles
AU  - Lambkin, Mary
TI  - Corporate Social Responsibility And Marketing Performance
AID  - 10.2501/JAR-2017-047
DP  - 2017 Dec 01
TA  - Journal of Advertising Research
PG  - 368--378
VI  - 57
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/57/4/368.short
4100  - http://www.journalofadvertisingresearch.com/content/57/4/368.full
SO  - J Advert Res2017 Dec 01; 57
AB  - 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.