Paper Title
A Study of the Choice of CSR Marketing Strategy and its Context-Dependent Nature

Given that how consumers perceive a CSR marketing strategy will influence theirresponses, this study hence enriches the knowledge about CSR marketingstrategy by exploring the relative effectiveness of philanthropic marketing,sponsorship-linked marketing, and purchase-triggered donation on consumerattitudes and behavioral responses. This research also explores the highlycontext-dependent nature of CSR marketing strategy that may help explain suchrelative influences, including perceived severity and vulnerability of the CSRissue. In doing so not only is suchresearch important in terms of adding findings to existing literature of CSR, butalso for providing guidance to practitioners when selecting appropriate CSRmarketing strategy, particularly when the chosen CSR marketing strategyultimately shapes the image of the company.