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Journal Information
Vol. 21. Issue S1.
Marketing and Corporate Social Responsibility
Pages 1-80 (July 2017)
Guest editorial
Marketing and corporate social responsibility and agenda for future research
L. Marín, A. Lindgreen
Spanish Journal of Marketing - ESIC. 2017;21 Supl 1:1-3

  • Marketing literature confirms that stakeholders will reward responsible companies.

  • CSR and Marketing ultimately represents a dialogue with stakeholders.

  • Future research mixing marketing and CSR would improve our knowledge about CSR.

Open access
Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy
J.C. Sanclemente-Téllez
Spanish Journal of Marketing - ESIC. 2017;21 Supl 1:4-25

  • The relationship between CSR and Marketing has many perspectives.

  • The current definition of marketing takes into account society as a whole.

  • The link between Marketing and CSR should be strategically used.

  • CSR can improve the company's value delivered to their stakeholders.

Open access
The impact of congruence between the CSR activity and the company's core business on consumer response to CSR
J.V. García-Jiménez, S. Ruiz-de-Maya, I. López-López
Spanish Journal of Marketing - ESIC. 2017;21 Supl 1:26-38

  • Consumer responses under CSR campaign and company's core business congruence.

  • Skepticism toward CSR plays a moderating role.

  • Communication efforts should convince consumers that the company's motives are honest.

Open access
Corporate social responsibility, customer satisfaction, corporate reputation, and firms’ market value: Evidence from the automobile industry
J. García-Madariaga, F. Rodríguez-Rivera
Spanish Journal of Marketing - ESIC. 2017;21 Supl 1:39-53

  • CSR and Market Value (MV) relationship has to be understood in a long term scenario.

  • Certain CSR issues may lead to companies’ better financial performance.

  • Customer Satisfaction mediates the CSR–MV relationship.

  • There is a gap between what companies communicate ant what they really do.

  • Stakeholder relations management seems to be critical for corporate success.

Open access
The influence of the types of media on the formation of perceived CSR
P. Mercadé-Melé, S. Molinillo, A. Fernández-Morales
Spanish Journal of Marketing - ESIC. 2017;21 Supl 1:54-64

  • This study analyzes the moderating effect of the types of media on CSR perception.

  • Perceived CSR changes depending on the medium used to communicate the activity.

  • In a newspaper the firm-cause fit influences CSR both directly and indirectly.

  • In the social network the relationship above is only indirect.

  • Corporate credibility and CSR are more intensively related in the social network.

Open access
Consumer attitudes in the election of functional foods
I. Küster-Boluda, I. Vidal-Capilla
Spanish Journal of Marketing - ESIC. 2017;21 Supl 1:65-79

  • Attitudes towards functional foods directly influence the consumption willingness.

  • A healthy lifestyle has no effect on the attitudes towards functional foods.

  • Lifestyle influences the willingness to use functional foods in a negative manner.

  • Certain motivators and barriers positively influence the healthy lifestyle.

  • Motivators influence healthy lifestyles more significantly in women than men.

Open access