TY - JOUR T1 - Corporate Social Responsibility And Marketing Performance JF - Journal of Advertising Research JO - J Advert Res SP - 368 LP - 378 DO - 10.2501/JAR-2017-047 VL - 57 IS - 4 AU - Mahabubur Rahman AU - M. Ángeles Rodríguez-Serrano AU - Mary Lambkin Y1 - 2017/12/01 UR - http://www.journalofadvertisingresearch.com/content/57/4/368.abstract N2 - 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. ER -