Csr Strategy

CORPORATE SOCIAL RESPONSIBILITY STRATEGY, MARKETING PERFORMANCE AND MARKETING SUSTAINABILITY: AN EMPIRICAL INVESTIGATION OF ISO 14000 BUSINESSES IN THAILAND Srisunan Prasertsang, Mahasarakham Business School, Mahasarakham University, Thailand Phapruke Ussahawanitchakit, Mahasarakham Business School, Mahasarakham University, Thailand ABSTRACT This study examines the impacts of six dimensions of corporate social responsibility strategy on marketing sustainability through mediating influences of marketing image, customer satisfaction, stakeholder acceptance and marketing performance. Corporate social responsibility consists of human development, environment considerations, community involvements, product and service innovation, consumer attention, and competition tendency which is an important strategy that will help firm gain greater marketing image, customer satisfaction, stakeholder acceptance, marketing performance and marketing sustainability. Here, 106 ISO 14000 businesses in Thailand were chosen as the sample of the study. The results show that some dimensions of corporate social responsibility strategy have a significant effect on marketing image, customer satisfaction, stakeholder acceptance and marketing sustainability. Also, marketing performance has a potential positive influence on marketing sustainability. In addition, ethics vision and competitive intensity have a partial moderating effect on the relationship corporate social responsibility strategy, marketing image, customer satisfaction, stakeholder acceptance, marketing performance and marketing sustainability. Potential discussion with the research results is effectively implemented in the study. Theoretical and managerial contributions are explicitly provided. Conclusion and suggestions and directions for future research are highlighted. Keywords: Corporate Social Responsibility, Marketing Image, Customer Satisfaction, Stakeholder Acceptance, Marketing Performance, Ethics Vision, Competitive