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.

中文翻译：

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品牌企业社会责任分类的挑战与机遇：回顾、新概念与未来研究议程

学者们概述了几种企业社会责任 (CSR) 分类，以分析广泛的 CSR 举措。不同CSR类型的使用导致了独立和分散的研究。以前的文献综述分析了整个 CSR 领域或专注于特定的 CSR 活动，例如与事业相关的营销。据作者所知，尚无对 CSR 分类的全面审查。本文综合CSR分类的文献，提出了一个整体的品牌CSR机制分类架构。我们回顾了 1979 年至 2021 年间出版的 104 种学术资源中概述的企业社会责任分类（跨越 47 种 ABDC 上市期刊和一本书）。审查使用 5W1H——谁、为什么、什么、何时、地点和方式——揭示不同企业社会责任分类基本原理的分析框架。5W1H 分析表明，大多数 CSR 分类是从整体业务角度而非产品品牌角度。它还表明了CSR传递机制的重要性，即CSR如何传递。审查发现，现有的品牌CSR机制分类缺乏概念基础。为了应对这些挑战，我们为品牌 CSR 机制提出了一个基于概念的分类模式，该模式具有 10 个类别，以整体和简约地捕捉可行的选项。我们描述了提议的类和子类，提供了真实的插图，并评估了提议的分类的稳健性。本研究对理论、实践、和消费者讨论。利用提出的分类，我们确定了进一步研究的几种途径。