A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses

Abstract

Despite the widely acknowledged importance of corporate social responsibility (CSR) communications, our knowledge is limited with regard to various factors affecting consumer responses to such communication efforts. This paper aims to identify the extent to which prior brand familiarity influences consumer responses to CSR communications through a controlled experiment, exploring whether the use of different communication functions for environmental domain of CSR (i.e., publicity and advertising) generates any different effect on these responses. Findings reveal that familiar and unfamiliar brands do not differ from each other with regard to consumer attitude toward message, but elicit dissimilar responses in terms of attitude toward brand and purchase intentions. The study leads to managerial implications regarding the effective formulation and dissemination of CSR-related messages in order to achieve stakeholder engagement.

Consumer's response to CSR activities: Mediating role of brand image and brand attitude

“…the result is similar to the study carried out by Türkel, Uzunoğlu, Kaplan, and Vural (2016). and connects the CSR awareness and purchase intention; the study has found that brand image acts as an intervening variable, the results are significant (t = 6.56), and the H5 was accepted.…”

The impact of corporate social responsibility on buying tendencies from the perspective of stakeholder theory and practices

“…Recently, the CSR literature has focused on verifying relevant findings worldwide, since the adoption of such practices has been acknowledged as a decisive factor in generating profits (Arrive & Feng, ; Muttakin & Khan, ; Vogel, ; Waheed & Yang, ). Many researchers have suggested CSR as a key driver of organizational performance, including financial performance, environmental, social, sales, and overall performance (Ağan, Kuzey, Acar, & Açıkgöz, ; Beck, Frost, & Jones, ; De Bakker et al, ; Khan et al, ; Rasheed, Arshed, Malik, & Mahmood, ; Türkel et al, ; Waheed & Yang, ; Yang & Baasandorj, ).…”

When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès

“…Achabou and Dekhili () highlight the need for further research so as to better understand the issue of responsibility in the case of luxury goods. This research focuses in particular on the issue of communication where our knowledge is still limited (Türkel et al ., ).…”