Page 1


What
is
CSR?

 


Corporate
social
responsibility
is
about
how
 business
align
their
values
and
behavior
with
 the
expecta;ons
and
needs
…
CSR
demands
 that
a
business
manage
the
economic,
social
 and
environmental
impact
of
their
opera;ons
 ‐csr
network


Environment
.
Community
.
Employee
welfare
.
Financial
performance
.
Corporate
governance



The
effect
of
adver;sing
corporate
 social
responsibility
and
the
 consumers
perspec;ve



Consumer
Reac;ons


 Most
customers
have
a
posi;ve
reac;on
to
 corporate
based
social
responsibility.

 “84%

of
Americans
say
they
would
be
likely
to
 switch
brands
to
one
associated
with
a
good
 cause,
if
price
and
quality
are
similar.
 ‐Cone
Communica;ons




BUT
research
shows
that
consumer
reac;ons
to
CSR
are
 not
as
straighPorward
and
evident
as
the
marketplace
 polls
suggest;
there
are
numerous
factors
that
affect
 whether
a
firm’s
CSR
ac;vi;es
translate
into
consumer
 purchases.
 –
C.B.
BhaUacharya



Self
iden;ty



1.
Promote
CSR
ini;a;ves
from
the
consumer
 perspec;ve




The
Other


2.
Consumer‐specific
outcomes,
trigger
 awareness
about
the
issue
at
hand



The
Social
Partnership
 3.
Cross‐Sector
Partnership




Pepsi:
What
they
did
right



Bibliography


AD&CSR  

Corporate
social
responsibility
is
about
how
 business
align
their
values
and
behavior
with
 the
expecta;ons
and
needs
…
CSR
demands
 tha...

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