Quotation Gruber, Verena, Kaliauer, Magdalena, Schlegelmilch, Bodo B. 2015. Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels. Journal of Advertising Research, , 1-15.


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Abstract

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands. Many consumers, however, claim they are uninformed about CSR. The goal of the current study was to find out what types of CSR-related media and content are more effectively communicated than others. The authors surveyed Austrian consumers for their preferences and compared the CSR communication methods used by international brands. They found that external sources—for instance, notices of prizes and awards for CSR initiatives—generated higher credibility than social media and certain corporate internal-communication methods.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Advertising Research
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new INF-A, MAR-C, STRAT-C, WH-B
Language English
Title Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels.
Year 2015
Page from 1
Page to 15
Reviewed? Y
URL http://www.journalofadvertisingresearch.com/content/early/2015/11/20/JAR-2015-015.abstract
DOI http://dx.doi.org/10.2501/JAR-2015-015
Open Access N

Associations

People
Gruber, Verena (Former researcher)
Schlegelmilch, Bodo B. (Details)
External
Kaliauer, Magdalena
Organization
International Marketing Management IN (Details)
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