Judging by the prevalence and growth in the number of companies reporting their corporate social responsibility (CSR) activities (KPMG International Cooperative, 2013) in the United States, the rest of the Western world, and reemerging economies such as India and China, this corporate practice is here to stay. Not surprisingly, academic literature on CSR has mushroomed in recent years, both broadly and with respect to particular CSR tools such as cause promotion and cause-related marketing. An exception to this rule is literature on corporate social marketing (CSM), which lags behind despite its conceptual distinctness from other CSR tools (Kotler, Hessekiel, & Lee, 2012) and from social marketing undertaken by the government and nonprofit sectors.