Corporate Social Responsibility and Globalization: A Reassessment
http://www.iabc.com/cwb/archive/2004/0204/reassessment.htm

Frost, Randall
Communication World Bulletin
2004

Abstract:

Social responsibility, in one form or another, has been on the minds of businesses for over 100 years. By running a business that the community, local and global, can be proud of, corporations are able to create a climate of compassion that could likely translate into consumer support. Some have argued that adopting CSR standards allows companies to build brand value by imbuing their brands with ideas, emotions and beliefs that appeal to consumers. The cost of building brand value with social responsibility initiatives is usually cheaper than trying to achieve the same effect through advertising and public relations.