Creating Costumer Value in Corporate Social Responsibility for Cultural Heritage

Abstract

Corporate social responsibility (CSR) is described as companies' voluntary practices on social and environmental issues. It is employed as a PR activity which also gives consumers a positive company image and provides sustainability and profit increase for the benefit of the company. Namely, consumers become one of the crucial parties that companies deal with because the view is that consumers are prone to buy products produced by the companies with CSR. However, consumers should perceive an added value for themselves provided by these products. At this point, subject of CSR is important to create this added value and cultural product may be a good issue which customers may feel good to be involved. In other words, the more companies benefit from valorization of cultural products in the context of CSR, the more consumers perceive added value for themselves. This chapter aims to provide a comprehensive overview the relationships among CSR, cultural product, and customer value.