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Research Briefs

ResearchBrief_1483653945_144

Cause-related marketing advertising must be matched carefully with corporate citizenship efforts

Researchers examined the impact of different cause-related marketing ad messages on purchase intention and attitude toward a company. They found that the nature of support for a cause and its relationship to an outcome highlighted in a message can be significant factors.

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ResearchBrief_1483653945_144

Green supply chain management offers advantages for B2B firms

A study of buyer-supplier relationships looked at looked at green supply chain management processes in both B2C and B2B markets. Researchers found green supply chain management offers advantages for B2B marketers and can thrive where there is top management support and trust in the supplier.

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ResearchBrief_1483653945_144

Meeting the challenge of communicating on economic and social concerns

This study looks at how companies communicate about both economic and social interests in corporate social reports by using euphemisms that can overcome sometimes conflicting language and concerns.

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ResearchBrief_1483653945_144

Effective customization requires being able to hear from customers about what they want

This study suggests that to be effective, customization must be based on accurate identification of customer preferences.

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ResearchBrief_1483653945_144

Young consumers expect more information about CSR, from more channels, and are more likely to be influenced by corporate communications than older audiences

Researchers surveyed young people to determine their expectations, attitudes and evaluations of CSR. They found that young consumers prefer communication that is personally relevant, factually based, and are more likely to believe communication claims.

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ResearchBrief_1483653945_144

When bad things happen, the best and worst CSR performers make the most news

Through an analysis of news reports, this study examined the role of the media in determining which negative corporate events reach a broader audience. Researchers found that media are more likely to report accidents at companies with a superior CSR record or at those with substantial past problems.

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ResearchBrief_1483653945_144

Participation in supply chain certification programs is not always most favorable to growers

This study analyzed the benefits and risks associated with joining a cooperative for growers of coffee. It found that participation in such cooperatives can result in social impacts not anticipated by companies considering them as part of their supply chain.

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ResearchBrief_1483653945_144

Good corporate citizenship can increase intangible asset values

In this study researchers examined the mediating role of intangibles in the relationship between corporate financial performance and corporate citizenship performance. They found that sound corporate citizenship practices tend to have a positive impact on an organization’s intangibles such as innovation, human resources, reputation and company culture, which in turn improves the organization’s financial performance.

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ResearchBrief_1483653945_144

Supply chain emissions’ effect on firm financial performance

This study investigates the impact of direct and supply chain greenhouse gas emissions on corporate financial performance. The findings suggest that the accounting-based view of financial performance can miss risk factors and that when long-term profitability is considered, environmental issues become important to financial performance.

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ResearchBrief_1483653945_144

Consumers’ perceptions of brand ethicality influence their attitude toward products

Researchers examined the relationship between consumers’ perceived ethicality of a corporation and their trust, loyalty, and emotional response at the product level. They found a direct relationship between consumer perceptions of a corporate brand and the perception of the product brands under a corporate umbrella.

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ResearchBrief_1483653945_144

Successful corporate citizenship engagement increases share price by an average of 4.4 percent in a year

Researchers examined the effect of engagement on ESG practices on share price in publicly traded U.S. companies. They found successful ESG engagements consistently produce high returns on share price, and that even unsuccessful engagements have no negative impact on share price.

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ResearchBrief_1483653945_144

Looking for someone to help you advance your new sustainability or community involvement program? Learn how to identify effective champions in your company

Researchers conducted surveys to define, develop, and validate a measure of champion behavior that identifies and quantifies what champions actually do to promote innovations successfully in organizations.

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