Purpose The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing. Design/methodology/approach The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process. Findings The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes. Research limitations/implications A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research. Practical implications The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi-faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners. Social implications The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves. Originality/value This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing.

Purpose This study aims to identity the component of corporate social responsibility (CSR) and examine its role in industrial brand equity creation. This study examines the path via value proposition derived by industrial buyers through social performance of suppliers. Design/methodology/approach Drawing from the means-end chain paradigm, this study develops a conceptual model illustrating consequences of CSR perception. The model is empirically tested with 404 purchasing managers of manufacturing firms in India. Findings This study finds an empirical link between the CSR perception among industry buyers with consumption value and subsequent impact on industrial brand equity of suppliers. This study addresses the conundrum related to the role of social performance of supplier in purchase decision. Research limitations/implications The brand preference decision among industrial buyers has majorly focused on price quality conundrum. The supplier groups emphasis on providing the value to customer group across the price quality continuum. However, with growing importance of social accountability, the social performance of suppliers has become integral to decision-making for decision-makers. The supplier groups are expected to create offering with amalgamation of social responsiveness. Originality/value To the best of the author’s knowledge, this study is the first to demonstrate the impact of CSR perception on value proposition for industrial buyers. Multiple theories have advanced the importance of value in brand equity; the empirical study is probably first in the context.

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Purpose This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers in different mindsets. Design/methodology/approach The authors first conducted a content analysis study and then tested the model with two online experiments [both 2 × 2 factorial designs – gamification (hedonic/utilitarian) and mindset (implemental/deliberative), with different utilitarian and hedonic products]. Findings Gamification with hedonic benefits influences website patronage intentions by evoking promotion emotions, while gamification with utilitarian benefits does so by evoking prevention emotions. Gamification with hedonic benefits has a stronger impact on consumers shopping with deliberative mindsets, while gamification with utilitarian benefits works better for those with implemental mindsets. Research limitations/implications Future research may extend the present work by considering other types of gamification. Practical implications Managerially, e-tailers may use gamification with hedonic aspects for consumers in deliberative mindsets and utilitarian aspects for those in implemental mindsets. Originality/value To the best of the authors’ knowledge, this research is the first to draw a link between mindsets and gamification. This research is also the first to operationalize gamification as hedonic and utilitarian based on their design characteristics and to establish emotional consequences as an important link between gamification and user behaviors.