Corporate Citizenship As a Worthwhile Marketing

Abstract

Despite the growing interest for corporate citizenship and the emerging idea that corporate citizenship supports employee performance and customer relationships (Jones 1997 Leonard 1997 Suzman 1995), marketing scholars have paid limited attention to this notion. Marketing academic research has focused extensively on industrial and organizational ethics (e.g., Laczniak and Murphy 1993 Smith and Cooper-Martin 1997), which represent only one type of initiatives undertaken by businesses to promote corporate citizenship (e.g. , Laczniak and Murphy 1993 Smith and Cooper-Martin 1997).