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Much to tell to consumers about CSR, but who should talk or not talk about it?
Abstract : This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or absence of information) and company communication (generic vs. CSR communication). Results show a systematic positive effect of CSR communication on corporate brand attitude, even when negative third-parties information is available. CSR communication appears as an efficient and un-risky strategy. Results are further developed and discussed.
Cited literature [27 references]
https://halshs.archives-ouvertes.fr/halshs-00636241
Contributor : Béatrice Parguel <>
Submitted on : Wednesday, January 11, 2012 - 1:31:55 PM
Last modification on : Wednesday, October 14, 2020 - 4:13:05 AM
Long-term archiving on: : Thursday, April 12, 2012 - 2:21:09 AM
Contributor : Béatrice Parguel <>
Submitted on : Wednesday, January 11, 2012 - 1:31:55 PM
Last modification on : Wednesday, October 14, 2020 - 4:13:05 AM
Long-term archiving on: : Thursday, April 12, 2012 - 2:21:09 AM
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Talk_or_not_talkEMAC_PDF.pdf
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