Impacts of Corporate Social Responsibility : A Research Framework

In this study, we propose a CSR research model focusing on the impacts of CSR on stakeholder perceptions and company outcomes. Research questions posited mainly involve a quadripartite view of the impacts of CSR. We propose a stakeholder-centric model of CSR, conceptualizing the factors that cause company stakeholders to form assessments of CSR initiatives. Specifically, we argue that the impacts of CSR on stakeholder perceptions should be investigated using perspectives from individual-, company-, policy-, and country-level factors. Moreover, we use the relationship marketing literature to suggest a route through which CSR likely translates into innovation, a major source of company and country level competitiveness. Specifically, we argue that CSR likely influences stakeholder-related behavioural and attitudinal outcomes (i.e., company trust, identification and commitment), which in turn increases stakeholders' tendencies to co-create value with the firm. In this respect, we introduce to the literature a new CSR outcome, namely co-creation of value intentions