Discourse on Corporate Social Responsibility in the Context of Marketing Scientific Research

AbstractThis paper aims to reveal the discourse on corporate social responsibility in the context of marketing scientific research. Six research streams are distinguished after a thorough analysis of scientific literature, i.e. development and maintenance of sustainable relationships with consumers; consumer responses to corporate socially responsible activity; decisions of corporate or brand image creation and maintaining, strengthening corporate reputation; identification whether CSR may affect the process of consumer decision making, the preferences of consumers; CSR integration into marketing activity; communication about CSR to different stakeholders. Results of analysis show that scientists choose different approaches to investigate the effect of CSR on corporate results. However, from the marketing perspective, intangible results, such as long-term relationships between company and consumer could be described as a major benefit for company which integrates CSR in corporate activity