IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v16y2023i10p38.html
   My bibliography  Save this article

Marketing Strategy and CSR in a Firm Performance Context During COVID-19 Pandemic

Author

Listed:
  • Gonzalo Maldonado-Guzmán
  • Sandra Yesenia Pinzón-Castro
  • Lucero Jazmín Cuevas-Pichardo
  • Ma. Mónica Gloria Castillo-Esparza

Abstract

In the literature, little is known about the relationship between marketing strategy, corporate social responsibility, and firm performance in the economic crisis generated by the COVID-19 pandemic, since there are few studies published in the literature that have been oriented in its analysis and discussion, for which the main objective of this research is to fill this existing gap in the literature and provide empirical evidence in an economic crisis context generated by COVID-19. Likewise, a telephone survey was applied to a sample of 65 companies from the automotive industry in Mexico, analyzing the data set using the partial least squares structural equation modeling. The results obtained suggest that marketing strategy has significant positive effects on corporate social responsibility, and corporate social responsibility has significant positive effects on automotive industry firm performance.

Suggested Citation

  • Gonzalo Maldonado-Guzmán & Sandra Yesenia Pinzón-Castro & Lucero Jazmín Cuevas-Pichardo & Ma. Mónica Gloria Castillo-Esparza, 2023. "Marketing Strategy and CSR in a Firm Performance Context During COVID-19 Pandemic," International Business Research, Canadian Center of Science and Education, vol. 16(10), pages 1-38, October.
    • Handle: RePEc:ibn:ibrjnl:v:16:y:2023:i:10:p:38
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ibr/article/download/0/0/49341/53254
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ibr/article/view/0/49341
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jing Yu & Changjun Jiang & Xiaohong Zhuang & Sanggyun Na & Zongmin Cui, 2020. "The Formation Mechanism of Consumer Perceived Corporate Social Responsibility Authenticity: An Empirical Study of Chinese Consumers," Sustainability, MDPI, vol. 12(6), pages 1-22, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Heesup Han & Amr Al-Ansi & Xiaoting Chi & Hyungshin Baek & Kyung-Sik Lee, 2020. "Impact of Environmental CSR, Service Quality, Emotional Attachment, and Price Perception on Word-of-Mouth for Full-Service Airlines," Sustainability, MDPI, vol. 12(10), pages 1-17, May.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ibrjnl:v:16:y:2023:i:10:p:38. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.