http://dx.doi.org/10.1007/s11575-013-0179-y">
 

Document Type

Journal Article

Department/Unit

Department of Management

Title

How international firms conduct societal marketing in emerging markets

Language

English

Abstract

This study tests the relationship between activities of societal marketing and firms' CSR legitimacy in terms of corporate social responsibility (CSR). It also examines the effects of the CSR legitimacy on firm performances in marketing. In addition, the study considers the relative importance of different activities of societal marketing. Based on data from a large sample of firms operating in both southern and northern China, this study compares the relative importance of three dimensions of societal marketing activities which influence a firm's CSR legitimacy. Different from research findings from developed economies, our data show that the social dimension of societal marketing activities is the most effective when it comes to influencing a firm's CSR image in an emerging economy. This image, in turn, has a positive effect on its marketing performances. This study suggests that, in an emerging economy such as China, firms that pay more attention to the social dimension of societal marketing are likely to be more effective in terms of building CSR legitimacy and achieving good performances. © 2013 Springer-Verlag Berlin Heidelberg.

Keywords

Chinese market, Environmental, Firm performance, Institutional environments, Social and economic societal marketing

Publication Date

2013

Source Publication Title

Management International Review

Volume

53

Issue

6

Start Page

841

End Page

868

Publisher

Springer Verlag

ISSN (print)

09388249

ISSN (electronic)

18618901

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