Marketing Investments and Corporate Social Responsibility

Abstract

Although the short-term effects of marketing efforts that promote immediate consumer responses have been extensively investigated, the long-term impacts of marketing activities have received little attention. Marketing effects can be carried over time as consumers experience an emotional attachment to products and build trust and affection. In addition, a firm’s advertising spending not only improves customer awareness of the firm’s products and services but also serves to promote other company information, such as the firm’s corporate social responsibility (CSR), a long-term strategic commitment to improving the welfare of customers and society. This paper focuses on the long-term effects of marketing investments by examining the relation between advertising expenditures and a firm’s commitment to CSR, finding that firms with a higher advertising expenditure are more likely to have a higher CSR performance. The findings of this study demonstrate that marketing investments are related to a firm’s long-term sustainable activities. Additionally, the finding may indicate that a firm’s CSR initiatives are influenced by the extent to which the firm commits to advertising that promotes customer awareness of the firm’s products and services.

Reimagining Corporate Social Responsibility in the Era of COVID-19: Embedding Resilience and Promoting Corporate Social Competence

“…Other authors investigate related issues by focusing on specific industries, such as the hotel industry [30], the tourism and hospitality industry in general [31], the industrial sector of Sialkot [32], and the hospitality industry [33], or specific stakeholders such as employees [34], consumers [35], communities [24,36], and suppliers [37]. In addition to the research findings on specific industries and stakeholders, this article aims to provide an argument in favour of promoting stakeholders' interests in a collective manner through ex ante corporate law approaches that may be enacted in any jurisdiction in response to the challenges posed by the pandemic.…”

The role of corporate social responsibility and corporate social irresponsibility in shaping corporate reputation: An analysis of competitive action and innovation strategies

“…Within the automotive sector, innovation stands as a linchpin for competitiveness and sustainability (Choi & Lee, 2021). Notably, Kim, Kim, and Park (2021), Kim, Lee, et al (2021) underscore innovation's role as a principal driver of corporate social responsibility (CSR) in the automotive industry, driven by a quest for more sustainable and environmentally responsible technologies.…”

“…For instance, companies are directing substantial investments into the development of alternative fuel vehicles, including electric, hybrid, and hydrogen fuel cell cars, to meet the burgeoning demand for eco‐friendly transportation (Zhang et al, 2020). These pioneering technologies necessitate significant research and development investments, which may impact a firm's short‐term financial performance but can yield a sustainable competitive advantage over time (Kim, Kim, & Park, 2021; Kim, Lee, et al, 2021). Furthermore, innovation in the automotive sector extends beyond product enhancements to encompass process innovation.…”

The Impact of CSR on the Performance of a Dual-Channel Closed-Loop Supply Chain under Two Carbon Regulatory Policies

“…In previous studies on the impact of CSR behavior on economic benefits, a positive relationship between CSR performance and ad spending was found by Kim et al [22]. Wagner-Tsukamoto [23] has built comprehensive CSR economics based on Carroll's re-search on CSR by combining ethics and economics.…”