CSR Research: Corporate Citizenship

RESEARCH BRIEF - Companies with higher corporate citizenship scores invest more efficiently, are more innovative, and improve their financial performance and value.

RESEARCH BRIEF -In emerging economies, multinational companies’ use of strategic corporate citizenship—especially when ensuring high visibility among stakeholders—increases economic value by improving local reputation.

RESEARCH BRIEF - Consumers who make a cause marketing purchase are more likely to experience a “warm glow” which enables indulgent behavior.

RESEARCH BRIEF - During periods of economic downturn, companies tend to increase their corporate social responsibility (CSR) communications, integrate these messages into existing marketing communications, and emphasize how consumers as individuals benefit from corporate citizenship efforts.

RESEARCH BRIEF - In advertisements for socially and environmentally conscious products, strategic messaging and presentation—such as message framing and the ad’s color—can enhance consumers’ intent to purchase.

RESEARCH BRIEF - Board-level gender diversity contributes to a virtuous cycle of firm performance.

RESEARCH BRIEF - Researchers overwhelmingly found that social performance positively influences corporate financial performance.

RESEARCH BRIEF - Companies with superior CSR performance are especially likely to be rewarded by banks with lower loan costs in countries with national cultural values that promote social equality and harmony between natural and social environments.

RESEARCH BRIEF - Companies that engage in economic, environmental, and cultural activities see an increase in consumers’ positive associations with their brands. Brand image is positively related to customer satisfaction, trust, and loyalty.

RESEARCH BRIEF - CSR messaging that includes storytelling can enhance consumers’ perceptions of the impact, alignment, and commitment of a company’s corporate citizenship, while fact-based, non-narrative CSR messaging can increase purchase and advocacy intent.

RESEARCH BRIEF - When a company and its supply chain partner are aligned on corporate citizenship, managers perceive better performance in supply chain relationships.

RESEARCH BRIEF - Increased representation of women on a board can affect a company’s financial bottom line positively through improved CSR performance, and this impact is stronger for innovative companies.