CSR as a business positioning tool

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Companies with a strong CSR strategy tend to encourage customers to buy their products or services, regardless of the price. This is because CSR can enhance a brand's reputation which in turn can lead to positive product evaluations. This effect, however, depends on a variety of factors, such as the degree to which consumers value close relationships, believe that CSR initiatives are sincere or whether they think the CSR program negatively affects product quality. A consumers' consumption-related goals, i.e., whether their consumption is socially versus product-motivated, also play a big role in shaping their attitudes towards CSR. 

Some companies use their commitment to CSR, as their primary market positioning tool. Others use CSR methodologies as a strategic tactic to gain the publics attention, helping them sustain a competitive advantage by using their social contributions as another form of advertising.

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