Doing good matters to consumers: the effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns

Abstract

This investigation contributes to the advancement of international advertising theory by developing a model of cross-cultural consumer responses to humane-oriented corporate social responsibility (CSR) appeals in advertising and by testing it using structural equation modelling with data from six countries (Germany, Switzerland, Austria, France, USA, and Chile). The model includes ad-, advertiser-, product-, and behaviour-related variables.Based on survey data from 924 subjects, the model received support in all six countries which suggests that humane orientation is a favourable cultural dimension for advertising purposes, even in countries in which humane orientation is less highly valued. The higher the perceived degree of humane orientation in an advertisement, the more positive was the evaluation of the ad, and the more likely subjects were to evaluate the advertiser as being socially responsible. These two variables positively influenced attitudes towards the product and, consequently, behavioural intentions. Some support was found for a moderating influence of country on the relationship between perception of humane orientation in the ad and the evaluation of that ad and on the relationship between perception of humane orientation in the ad and perceived degree of social responsibility of the advertiser. Implications for the use of humaneoriented CSR appeals in international advertising are discussed. Results suggest that international advertisers may pursue a standardized campaign in multiple markets when incorporating humane-oriented CSR appeals. Limitations and directions for further research are addressed.

The impacts of corporate social responsibility, service quality, and transparency on relationship quality and customer loyalty in the hotel industry

“…Perceived CSR refers to a company's commitment to its societal obligations. Detailed CSR information about a company can lead to higher awareness of its activities in this area (Bhattacharya and Sen 2004) and that this type of information is typically beneficial to a company's image (Diehl et al 2016). Service quality refers to a company's ability to produce or organize.…”

Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domains

“…The affective liking of CSR advertisements is one important driver for employees to evaluate the perceived organizational CSR engagement. For consumers, Diehl, Terlutter, and Mueller (2016) showed that the affective evaluation of advertising incorporating a CSR appeal led to more positive evaluations of the product as well as to a higher perceived social responsibility of the company. Another study conducted by del Mar Garc ıa-De los Salmones and Perez (2018), which analyzed the effectiveness of CSR advertising in the financial sector, also suggested that the more favourable the affective evaluation of CSR advertisements, the more favourable was the evaluation of the company.…”

“…Liking of the Ads (Diehl, Terlutter, and Mueller 2016) The ads of the organizational CSR engagement are likeable. The ads of the organizational CSR engagement are pleasant.…”

Religion’s influence on consumer response to moral vs. justice message appeals

“…Marketers are increasingly seeking ways to highlight ethicallyconscious product attributes, including environmental friendliness and ethical production standards (Chang, Zhang, & Xie, ; Diehl, Terlutter, & Mueller, ). Given this growing trend in marketing practice, research has surprisingly been slow to examine consumer characteristics, particularly religion, that inform one’s response to such appeals, as well as the potential negative effects that may result from consumption of ethical goods.…”