Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility

Abstract Corporate social responsibility is commonly viewed solely as a tool for enhancing company reputations and engendering goodwill among customers. In contrast, this research shows that the impact of corporate social responsibility can extend beyond public relations and customer goodwill to influence the way consumers evaluate a company’s products. Specifically, this research documents that acts of social goodwill—even when they are unrelated to the company’s core business, as in the case of charitable giving—can alter product perceptions, such that products of companies engaged in prosocial activities are perceived as performing better. More important, the data show that inferences drawn from a company’s…