When corporate social responsibility benefits a company, a firm’s best strategy may be to come right out and say so.

So claims a new study published in the Journal of Consumer Psychology (vol. 13, no. 3), which looked at how people respond to “corporate social marketing” efforts – including corporate volunteerism, corporate sponsorship, and cause-related marketing (donating a percentage of sales to charity, for instance).

Assistant marketing professors Mark Forehand, of the University...


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