Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations

• Published in: Corporate social-responsibility and environmental management Vol. 20; no. 1; pp. 15 - 28
• Main Authors: Lii, Yuan-Shuh, Wu, Kuang-Wen, Ding, May-Ching
• Format: Journal Article
• Language: English
• Published: Chichester, UK John Wiley & Sons, Ltd 01.01.2013; Wiley; Wiley Periodicals Inc
• Subjects: Alliances; cause-related marketing; corporate social responsibility; Factorial experiments; Impact analysis; Marketing; philanthropy; psychological distance; social distance; Social responsibility; sponsorship; Studies; sustainable marketing

ABSTRACT This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spat...