Communicating Corporate Social Responsibility through Corporate Image Advertising

Pomering, Alan

doi:10.1002/9781118083246.ch19

Cited by 19 publications

(18 citation statements)

References 56 publications

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“…Moreover, it is possible to classify communication elements as being subtle (Morsing & Schultz, ), passive (Pomering, ), or controllable by the company (Du et al ., ). Subtle communication refers to publicizing through minimal releases like annual reports and on websites.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In contrast, the use of advertising and public relations is considered to be an example of broad and open communication of social responsibility (Morsing & Schultz, ). Pomering () also indicates the presence of ‘passive informational tools like annual reports and web sites’. Even though the mentioned tools are passive, the target audience is actively involved in CSR communication, and this particular situation can be considered to enable effective and efficient communication.…”

Section: Literature Reviewmentioning

confidence: 99%

“…(, p. 205) ‘advertising is more controllable but less credible’, and thus poses a challenge in CSR communication. In order to overcome this, careful consideration must be given to certain points, such as the provision of factual messages (Berens & van Rekom, ) and the use of recognized and credible third party organizations (Pomering, ).…”

Section: Literature Reviewmentioning

confidence: 99%

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

Türkel

Uzunoğlu

Kaplan

et al. 2015

Corp Soc Responsibility Env

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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.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

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

Türkel

Uzunoğlu

Kaplan

et al. 2015

Corp Soc Responsibility Env

View full text Add to dashboard Cite

show abstract

“…This can result in difficulties when trying to explain the involvement to consumers in a manner which clearly pinpoints the benefits to the consumer and to society. Functional benefits, Pomering (2011) argues, are easier to communicate to consumers. On the other hand, with the rise of the new consumers, the functional benefits are now more or less taken for granted whereas the intangible benefits in the form of CSR initiatives serve to set one corporation apart from the other.…”

Section: The Consumer Perspective On Csr Communicationmentioning

confidence: 99%

“…Scepticism is linked with concerns about greenwashing (Elving and van Vuuren, 2010) leading consumers to lose faith in and be wary about corporations communicating about their social and environmental efforts. In CSR research focusing on scepticism and credibility, emphasis is often on communication's role in altering and positively influencing buying behaviour (Du et al, 2010;Mohr et al, 2001;Pomering and Johnson, 2009;Pomering, 2011;Sen and Bhattacharya, 2001).…”

Section: Skepticism-credibility As Interconnected Variablesmentioning

confidence: 99%

Introducing value-based framing as a strategy for communicating CSR

Schmeltz

2014

Social Responsibility Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to test how framing of CSR messages, based on a value-theoretical framework, impacts consumer perception of the CSR message.Design/methodology/approach -Quantitative study in the form of an online survey strongly inspired by classical experimental design.Findings -Findings demonstrate that explicit communication of CSR framed as a corporate competence, and to some extent also as something personally relevant to the receivers, positively impacts evaluations of CSR messages and the companies behind them.Research limitations/implications -Findings indicate that CSR messages could increasingly emphasize corporate competence with a lesser focus on moral ideas and commitments, and that framing strategies can be effective in creating CSR messages that will be positively evaluated by young consumers.Originality/value -This study contributes by providing new insights into how value-based framing of CSR messages can increase credibility and relevance and thus help facilitate the complicated task of communicating CSR by way of suggesting a new CSR communication strategy framework.It has often been argued that subtle, almost silent, strategies are effective at communicating CSR as they reduce scepticism and help build credibility around a difficult topic area (Morsing and Schultz, 2006b;Morsing et al., 2008;Morsing and Thyssen, 2003; Reisch, 2006). This paper suggests another route to successfully communicating a commitment to CSR by drawing on the concept of framing, i.e. by socially constructing a given issue from a carefully chosen angle. By this route, corporations can better strike the right balance between profit-making and responsibility in their communication. Thus, this paper addresses the following question:How can framing of a CSR message be positively related to the perception of the message?To show how framing contributes to the perception of CSR messages, the article introduces an empirical study inspired by the classical experimental method. In the study, respondents are asked to evaluate four manipulated texts representing four different frames of CSR from a fictitious company. A conceptual model of the research design is shown in Fig...

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Advertising

Hallahan¹

2018

The International Encyclopedia of Strategic Communication

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Advertising is both a function of and tool used in strategic communication. Narrowly defined, advertising involves the purchase of paid space or time in newspapers, magazines, radio, television, out‐of‐home media, the World Wide Web, or mobile apps to communicate strategically crafted messages to targeted audiences. More broadly, it can include direct response, sales promotion, and elements of publicity and staged events. Advertising can be produced by either an advertising department or an advertising agency. Advertising strategy includes both creating effective messages and deploying them in media to optimize efficiency and effectiveness. Advertising faces a variety of challenges as a strategic communication tool, including high costs, concerns about credibility, the internationalization of brands, criticisms about its truthfulness and the values communicated, and rapid changes in media technologies.

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Communicating Corporate Social Responsibility through Corporate Image Advertising

Cited by 19 publications

References 56 publications

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

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

Introducing value-based framing as a strategy for communicating CSR

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