RT Article
T1 An Ethical Framework for the Marketing of Corporate Social Responsibility
JF Journal of business ethics
VO 82
IS 2
SP 339
OP 352
A1 van de Ven, Bert
LA English
PB Springer Science + Business Media B. V
YR 2008
UL https://www.ixtheo.de/Record/1785631535
AB Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuous corporate brand. Results/conclusions An ethical framework that addresses the paradoxical relation between the consequentialist perspective many proponents of the marketing of CSR adopt, and ethical perspectives which criticize an exclusive profit-oriented approach to CSR. Furthermore, three CSR strategies in relation to the marketing of CSR are discussed. For each CSR strategy it is explored how a corporation could avoid falling into the promise/performance gap.
K1 Corporate Social Responsibility
K1 marketing ethics
K1 Virtue Ethics
K1 ethical branding
DO 10.1007/s10551-008-9890-1