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NEW YORK: Two reliable tools of marketing research – attribution theory and congruity – can help marketers understand the effects of event sponsorship as part of their corporate social responsibility (CSR) programs.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

News

MUMBAI: Global FMCG company Procter & Gamble has announced that it will source as much as US$30 million from women-owned businesses across India in the coming three years.

News

LONDON: Coca-Cola is the latest brand to join the war on plastic waste, announcing a new World Without Waste initiative which aims to collect and recycle the equivalent of every bottle or can it sells globally by 2030.

News

NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...
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Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

News

HONG KONG: A significant proportion of consumers in Asia Pacific weigh up a brand’s ethics when making purchasing decisions and believe businesses have a responsibility to do social good, according to a new regional survey.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

News

NEW YORK: For over a third of the US buying population, aged 18-80, their choice of brand will depend on broader questions around a company’s corporate values, according to new figures.

News

SINGAPORE: Consumers in China and several other markets in Asia have a strong preference for purchasing from brands considered to be socially and environmentally responsible, according to a new study into ethical spending and charitable giving.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

News

CHICAGO: For years, Facebook's stated aim has been to "give people the power to share and make the world more open and connected", but now the social media giant is placing much greater emphasis on building communities.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

News

SINGAPORE: Companies that participate in corporate citizenship activities can expect a positive reaction to their brand in Asia-Pacific, according to a recent survey.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

News

GLOBAL: Colgate-Palmolive, Kellogg, L'Oréal, Microsoft and PepsiCo are just some of the leading brands to be judged as among the most ethical in the world, according to a new report that also includes several less-known names.

News

DANA POINT, CA: Achieving excellence in modern marketing requires looking beyond "shiny objects" and tapping best practices in areas like content creation and customer-centricity, according to Bob Liodice, President/CEO of the Association of ...