Corporate Citizenship: It's the Brand

Crosby, Lawrence A.; Johnson, Sheree L.
September 2006
Marketing Management;Sep/Oct2006, Vol. 15 Issue 5, p12
The article discusses the social responsibility of business and its affect on corporate branding. Corporate citizenship affects consumer behavior greatly, with studies demonstrating that consumers are willing to switch brands when they associate themselves with causes. In addition, corporate social-responsibility activities can add value to a company by enhancing reputation and increasing sales and customer loyalty. Corporations that embrace social responsibility show that they can adopt a long-term perspective of the business world that goes beyond short-term profits.


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