Developing a Model of the Impact of Societal Marketing on Corporate Image

While societal marketing is an area of increasing interest to marketers, a scarcity of research still exists in this area, particularly investigating questions with respect to the impact of societal marketing on consumer attitudes to corporate image, product image and purchase intention or brand choice. This paper attempts to address this gap by developing a conceptual model of the impact of societal marketing on consumers’ attitude toward corporate image. The resulting model identifies three key constructs thought to influence consumer attitudes: corporate marketing communications, societal marketing program implementation, and consumer demographic characteristics including gender, age, education level, income level and marital status. The findings, as well as providing a foundation for further empirical testing, have implications for corporate marketers, policy makers responsible for promoting corporate social responsibility and non-profit organisations searching for private partnerships, as well as providing future research directions in the field of societal marketing