Corporate Social Responsibility and Marketing Performance: The Moderating Role of Advertising Intensity

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

MANAGEMENT SLANT

  • Companies that engage in corporate social responsibility activities reap the benefit in the form of improved market share.
  • Carrying out community and environmental activities leads to better performance in the short and the long term.

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