...Eun-Mi Lee; Hyun Jung Lee; Jae-Hyeon Pae; Seong-Yeon Park Purpose This study examines the effect of corporate social responsibility (CSR) capabilities on corporate association and, consequently, customer orientation and price premium, which are key to competitive advantage. Design/methodology...

....) and are consumers/customers of such firms. The respondent’s awareness was measured by randomly asking them to recall organizations that might have eco-friendly policies. Findings The key findings of the study are that perceived fit of culture along with CSR capability radically influences CSR perception within...