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Type: Conference paper
Title: Doing Well By Doing Good with Corporate Volunteering Programs
Author: Johnson, C.
Quester, P.
Plewa, C.
Citation: Australian and New Zealand Marketing Academy Conference (ANZMAC) 2010: 'Doing More With Less' / P. Ballantine, J. Finsterwalder (eds.)
Publisher: University of Canterbury
Publisher Place: New Zealand
Issue Date: 2010
ISBN: 9780473178208
Conference Name: Australian & New Zealand Marketing Academy Conference (2010 : University of Canterbury, Christchurch, New Zealand)
Statement of
Claire Johnson, Pascale Quester, Carolin Plewa
Abstract: With rising pressure on firms to demonstrate social responsibility, and an increasing need to justify corporate expenditure, social marketing is one way firms can achieve more with less. Corporate volunteering programs (CVPs) are prime examples of social marketing initiatives that can be leveraged in such a way that firms can acquire a market advantage with minimal expenditure. CVPs develop the human capital of the organisation, whilst also communicating a proactive CSR image to stakeholders, providing plenty of bang for the firms’ buck. A conceptual framework is presented illustrating these benefits and demonstrating the influence of backstage CSR efforts, such as CVPs on consumer perceptions of front-stage performance.
Keywords: corporate volunteer programs
corporate social responsibility
social marketing
Rights: Copyright © 2010 The Authors. By submitting their work for presentation at the Conference, authors have assigned to ANZMAC and the University of Canterbury, a non-exclusive, royalty free copyright licence to use their work and publish it in full or in part in the proceedings and on the World Wide Web with the ANZMAC Conference papers or for any other purpose in connection with the ANZMAC Conference.
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