ISSN: 2222-6990
Open access
Being effective is not the only responsibility of organizations but providing different services to
society in which they live. Basically, an organization comes through to life upon social and
general needs and its basic reason of existence is good production or providing services to the
society. So, their entity, both organization and society, is in close relation together and each of
which cannot be survived without another. The result of such relationship is that each act and
decision of organization affects the society. This consequence causes each member of society
knows itself participating in organizations performance and in return has this expectation that
organizations be responsible to them. Here, the problem is that whether social responsibility is
just a cost or organizations could be able to take advantage of benefits like loyalty and
customer satisfaction? Furthermore, is advertising important on this process or not? First, based on combining-extending approach, we provide a new model and then using this
model, SHIRAZIT Corporation will be looked into. Results of this study show that doing social
responsibility by SHIRAZIT Corporation could be resulted in loyalty and customer satisfaction
and in this process advertising activities could be quite facilitating. In aspect of strategy, this
study is a correlation and in facet of goal is a descriptive-applicable approach.
Alvani, Mehdi., Ghasemi, A.R. (1998). Manegement and Corporation Social Responsibility.
Tehran: Public Administration Training Center.
Caroline, D. Ditlev-Simonsen. (2010). From corporate social responsibility awareness to action?.
Social Responsibility Journal. Vol 6 No 3. Pag 452-468.
Carrol,A.B. (1991). The Pyramid of Corporate Social Responsibility, Routlege.
Farache, Francisca., J. Perks, Keith. (2010). CSR advertisements: a legitimacy tool?. Corporate
Communications: An International Journal, Vol. 15 No. 3, pp. 235-248.
Green, Todd., Peloza, John. (2011). How does corporate social responsibility create value for
consumers?. Journal of Consumer Marketing, Vol.28/1, pp.48–56.
Jones, Peter., Comfort, Daphne., Hillier, David. (2006). What’s in store? Retail marketing and
corporate social responsibility. Marketing Intelligence & Planning, Vol. 25, No.1, pp. 17-30.
Kavoosi, M.R., Saghaee, Abbas. (2005). Methods of Customer Satisfaction Measurement.
Tehran: Sabzan.
Kim, Hye-Shin., Damhorst, Mary Lynn., Lee, Kyu-Hye. (2002). Apparel Involvement and
Advertisement Processing. Journal ofFashion Marketing and Management, Vol.6, No.3, pp.
277-302.
Pomerin, Alan., W. Johnson, Lester. (2009). Advertising corporate social responsibility initiatives
to communicate corporate image. Corporate Communications Corporate
Communications: An International Journal, Vol.14, No. 4, pp. 420-439.
Mandhachitara, Rujirutana., Poolthong, Yaowalak. (2009). A model of customer loyalty and
corporate social responsibility. Journal of Services Marketing. Vol.25/2, pp. 122–133.
McDonald, Lynette., Hung Lai, Chia. (2010). Impact of corporate social responsibility initiatives
on Taiwanese banking customers. International Journal of Bank Marketing. Vol. 29, No. 1,
pp. 50-63.
N/A
Copyright: © 2012 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode