Challenges and opportunities of brand corporate social responsibility classification: A review, new conceptualization and future research agenda

Abstract Scholars have outlined several corporate social responsibility (CSR) classifications to analyse the wide range of CSR initiatives. The usage of diverse CSR types has resulted in independent and fragmented research. Previous literature reviews have analysed the overall CSR domain or focused on specific CSR activity, like cause‐related marketing. A comprehensive review of CSR classifications is not available to the best of the authors' knowledge. This article synthesizes the literature on CSR classification and proposes a holistic brand CSR mechanism classification schema. We review the CSR classifications outlined in 104 academic resources published between 1979 and 2021 (across 47 ABDC listed journals and one book). The review utilizes the 5W1H—Who, Why, What, When, Where and How—analytical framework to reveal the underlying rationale of different CSR classifications. The 5W1H analysis indicates that the majority of CSR classifications are from the overall business perspective rather than the product brand perspective. It also suggests the importance of the CSR delivery mechanism, that is, how CSR is delivered. The review finds a lack of conceptual basis in the extant brand CSR mechanism classifications. To address these challenges, we propose a conceptually grounded classification schema for brand CSR mechanisms with 10 classes to capture the feasible options holistically and parsimoniously. We describe the proposed classes and sub‐classes, provide real‐life illustrations, and assess the proposed classification's robustness. The implications of this study for theory, practice, and consumers are discussed. Leveraging the proposed classification, we identify several avenues for further research.