Table 2.

Theories and Topics dominant in the relating research clusters

Organizational perspective (Cluster 1)	Empirical perspective (Cluster 2)	Individualistic perspective (Cluster 3)	Conceptual perspective (Cluster 4)
CSR and relationship marketing CSR Theory consumers-corporations’ relationships Customer satisfaction and CSR The role of CSR in corporate communication CSR and reputation, CSR as a corporate competitive advantage Organizational identification / CSR and Identity theory Marketing and CSR CSR and customer relationship building CSR and stakeholder theory Sustainability CSR as an organizational strategy Market based view Organizations and CSR communication CSR and Employee branding Corporate marketing perspective and reputation	Service marketing and customer-based view customer view perspective client-based view, stakeholder theory, stakeholder approach, integrative school of thought customer-based reputation, relationship marketing information processing and social role theory, Consumer behavior theory dyadic model building customer firm relationship transfer of theories into the web-based space research in online marketing Online retailing and user experience etc customer online experience from 2000 also social media word of mouth theory customer communication	Corporate Identity and Corporate Reputation Identity theory Social identity Identity based view, social identity, and image theory Brand and identity view Ethical marketing / ethical corporate marketing Stakeholder theory Value based identity Employee branding / reputation ethical corporate identity consumer behavior the individual and the organization customers and employees employee loyalty employee view on corporate reputation	Reputation and strategic perspectives Reputation measurement Reputation reviews and analysis Social construct theory Conceptualization of measuring corporate reputation Conceptual model building Definitions of CR Strategic perspective on CR Overviews and Analysis of CR Theory building