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Life is Good: An Exloration of Compassionate Marketing

Conference paper
  • 1.1k Downloads
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Consumers spend more on socially responsible products and services than ever before (Laroche, Bergeron, and Barbaro-Forleo 2001). The recent boom in such products and services is fueled by a reciprocal relationship between consumers and corporations: consumers expect, and reward, a greater degree of ethics and socially responsible (CSR) from corporations thus reinforcing firms’ commitment to engaging in these practices (Harrison 2003). Such practices, embodying “corporate compassion,” may serve as strategies designed to garner consumers’ commitment to certain brands of products, and consumers with a high degree of belief in the corporation’s products/ service and compassion-related goals may serve as the corporation’s informal ‘marketers.’

Keywords

Social Enterprise Business Strategy Triple Bottom Line Body Shop Advertising Budget 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  1. 1.AthensUSA

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