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Indeed, many studies include experiments with consumers to determine purchase intentions while specifically ignoring the effects of CSR on other stakeholder groups. One notable exception is a recent study by Sen and colleagues (2006) which investigated the effects of CSR recognizing that individuals act as consumers, potential employees, and investors all at the same time.
In addressing this gap, Maignan and colleagues (Maignan and Ferrell, 2004; Maignan, Ferrell, and Ferrell, 2005) have proposed frameworks for developing a multiple stakeholder orientation in CSR in marketing. In particular, they propose a series of steps to guide managers who wish to implement CSR (Maignan et al...
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