Faculty Profile

John Peloza

Assistant Professor
B.Bus.Admin.(Wilfrid Laurier U.,ON), Ph.D. Management/Marketing (U.Calgary)

Burnaby Phone: 778-782-7338
Burnaby Office: WMC 4370
Segal Office: on leave

Email Address:

Biography

John Peloza joined the Beedie School of Business in 2006 after a decade-long career in the marketing communications industry. During this time, he developed an interest in both teaching and conducting research on issues that form the basis of his current research -- corporate social responsibility and the marketing of charities and nonprofit organizations. He teaches courses related to marketing and society, drawing on many of his own industry experiences. John brings a pragmatic approach to his research and notes that "many firms now engage in socially responsible behaviors, but I'm interested in understanding how those investments can impact more traditional measures of business performance such as revenue, reputation or share price." John's multidisciplinary research has been published in leading marketing and management journals.

John believes that "in the area of corporate social responsibility, there are many important questions that need to be explored. I enjoy the freedom to explore the topic from both marketing and broader management perspectives, and the opportunity to produce insights that can inform a broad a range of audiences including consumers, managers and policy makers."

Specialization and Research Interests

My research has a strong managerial orientation, and is motivated primarily by the "real world" problems I faced while working in the marketing communications industry.
My research interests can be collected intro three categories:

1. Corporate social responsibility. My work in this area examines the business case behind CSR. To this end, my research has examined consumer and other stakeholders' responses to firm initiatives, the use of branding strategies within corporate philanthropy, and the relationship between CSR and financial performance.

2. The marketing of charities and nonprofit organizations. My work in this area has covered donor motivations, novel fundraising opportunities for charities, and the effects of contextual characteristics on donor decisions.

3. Public policy issues in marketing communications. This is an emerging stream of research based on my observations of both the positive (e.g., anti-smoking campaigns) and negative (e.g., materialism) consequences of advertising.

Selected Publications

Peloza, John and Jingzhi Shang (2010), "How Can Corporate Social Responsibility Activities Create Value for Stakeholders: A Systematic Review," Journal of the Academy of Marketing Science, forthcoming.

Green, Todd and John Peloza (2011), "How Does Corporate Social Responsibility Create Value for Consumers?," Journal of Consumer Marketing, forthcoming.

White, Katherine and John Peloza (2009), "Self-Benefit Versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support," Journal of Marketing, 73 (4), 109-124.

Peloza, John (2009), "The Challenge of Measuring Financial Impacts from Investments in Corporate Social Performance," Journal of Management, 35 (6), 1518-1541.

Peloza, John and Loren Falkenberg (2009), "The Role of Collaboration in Achieving Corporate Social Responsibility Objectives," California Management Review, 51 (3), 95-113.

Peloza, John, Simon Hudson and Derek N. Hassay (2009), "The Marketing of Employee Volunteerism," Journal of Business Ethics, 85, 371-386.

Peloza, John and Lisa Papania (2008), 'Corporate Social Responsibility and Economic Performance: Stakeholder Salience and Identification,' Corporate Reputation Review, 11(2), 169-181.

Bertels, Stephanie and John Peloza (2008), 'Running Just to Stand Still? Managing CSR Reputation in an Era of Ratcheting Expectations,' Corporate Reputation Review, 11(1), 56-72.

Peloza, John, (2006) 'Using Corporate Social Responsibility As Insurance for Financial Performance,' California Management Review, 48 (2), 52-72.

Peloza, John and Derek N. Hassay (2006), 'Intra-Organizational Volunteerism: Good Soldiers, Good Deeds, and Good Politics,' Journal of Business Ethics, 64 (4), 357-379.

Peloza, John and Piers Steel (2005), 'The Price Elasticities of Charitable Contributions: A Meta-Analysis," Journal of Public Policy & Marketing, 24 (2), 260-272.

Working Papers

Peloza, John and Derek N. Hassay, 'Branding Corporate Philanthropy.'

Peloza, John and Jingzhi Shang, "The Form and Focus of Corporate Social Responsibility in Marketing Research."

Peloza, John and Jingzhi Shang, "The Effects of Green Consumerism."