CSR as a Value Creation Strategy: Empirical Evidence from the Marketing Sector

Panagiota Xanthopoulou (), Alexandros Sahinidis and Maria Panagopoulou
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Panagiota Xanthopoulou: University of West Attica
Alexandros Sahinidis: University of West Attica
Maria Panagopoulou: University of West Attica

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 663-671 from Springer

Abstract: Abstract This study analyzes Corporate Social Responsibility (CSR) as a value-creating marketing strategy for businesses. This study aims to determine the benefits for companies adopting CSR-focused marketing strategies and measure the impact of CSR practice adoption on the creation and recognition of a firm's corporate value. The research followed the quantitative method, through online questionnaire distribution to marketing employees from various organizations in Greece, including small, medium, and large ones. The final sample consisted of 86 marketing employees. The study found that businesses adopting CSR practices saw significant improvements in their brand image and consumer loyalty. CSR activities positively influence public perception and make brands appear more trustworthy and ethical, which enhances customer loyalty and repeat purchases. Additionally, these practices lead to increased employee satisfaction and engagement, contributing to overall corporate value. The research also highlighted that CSR initiatives help differentiate companies from competitors, providing a competitive edge in the market. These findings could be useful for academics and business executives who should consider CSR practices not just as philanthropic efforts but as a strategic component integral to their marketing and business operations.

Keywords: Corporate social responsibility; Corporate value; Marketing sector (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_72

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DOI: 10.1007/978-3-031-81962-9_72

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