“…Successful employment of this tool might help companies build a competitive advantage and lead to an enhancement of their marketing performance (Vorhies and Morgan, 2005). However, in the literature, there has been less attention on CSR and marketing performance (Chahal and Sharma, 2006; Du et al , 2010; Maignan et al , 2005; Chernev and Blair, 2015; Rahman et al , 2017; Shea and Hawn, 2019; Zhang et al , 2020). From a marketing perspective, CSR activities may achieve the following: - reduce costs and provide benefits similar to those of an advertising campaign;
- create a reputation for the company as honest and reliable (McWilliams and Siegel, 2001); and
- enhance the purchase intention of potential customers (Fagerstrøm et al , 2015).
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