Effects of skepticism about corporate social responsibility advertising on consumer attitude

Yang, Chao-Ming; Hsu, Tzu-Fan

doi:10.2224/sbp.5788

Cited by 18 publications

(14 citation statements)

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“…Interestingly, non-related CSR programs did not increase either consumer brand valuation or buying intention. This was consistent with findings from Yang and Hsu (2017) and Gauthier and Pachernal (2015), and suggests that using CSR as a prop brings negative financial consequences by eroding trust.…”

Section: Levels Of Fitsupporting

confidence: 90%

Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR

Kraus

Cane

Soriano

2021

Economic Research-Ekonomska Istraživanja

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Corporate Social Responsibility (CSR) has emerged globally as an important field of study as corporations increasingly recognize the positive consequences of ethical behavior in their business operations. However, despite a growing body of literature, results and definitions remain somewhat contradictory and fractured. Taking a marketing business ethics perspective, this article examines the influence of CSR in firms and its impact on consumer buying behavior through a systematic examination of state of the art literature over the past two decades . Our review identifies a theoretical connection between CSR initiatives and positive consumer reaction yet a lack of material relevance. Most publications have assumed linear and rational decision-making, and comparative studies addressing contextual factors e.g. culture are lacking. Following from this, our paper addresses the results and implications of CSR activities concerning these elements and creates a new framework through which consumer behavior can be analyzed.

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Section: Levels Of Fitsupporting

confidence: 90%

Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR

Kraus

Cane

Soriano

2021

Economic Research-Ekonomska Istraživanja

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“…All the papers discussed above have explored the role of the type of discourse and/or the service context in conventional commercial advertising (i.e., communication focused on presenting the products and services that can solve a consumer's problem), whereas very little research has been implemented so far in the CSR context. Nonetheless, CSR communication differs from commercial advertising significantly because its main goal is not to "sell" products/services but to promote corporate sustainable development endeavors and define corporate values and personality [22]. It also differs from commercial advertising because of its normative or moralistic character.…”

Section: Introductionmentioning

confidence: 99%

Effects of the Type of CSR Discourse for Utilitarian and Hedonic Services

2020

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In a context of corporate social responsibility (CSR) communication, we explore whether the use of expositive versus narrative discourses interacts with the type of service commercialized by the company (utilitarian vs. hedonic) to determine consumer perceptions and responses to corporate communication. Our main proposal is that, as representative examples of utilitarian services, banking companies would benefit significantly from communicating their CSR efforts with expositive discourses, whereas narrative discourses would be more adequate for hedonic services (e.g., catering). To test the research hypotheses, we use a 2 (expositive/narrative discourse) x 2 (utilitarian/hedonic service) between-subjects experimental design where we expose 302 consumers to different combinations of CSR messages and we evaluate changes in their message attributions and internal and external responses to them. The findings show that the interaction effect is significant and it works in the expected direction for issue importance, CSR fit, and CSR attributions. However, for CSR impact, attitude, trust, purchase, and advocacy intentions, the findings suggest that narrative discourses work better than expositive discourses both for utilitarian and hedonic services. No significant differences between types of discourses are observed for CSR motives, CSR commitment, and C-C identification and the interaction effect is also not significant for these variables.

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“…Academic research also showed that advertising to business has become similar to advertising to consumers, as organizational buyers are not only found influenced by tangible attributes such as price and quality but also sensitive to subjective and emotional appeals such as trust and brand association (Mudambi, 2002; Lynch and de Chernatony, 2004; Brown et al , 2011; Swani et al , 2014; Anaza et al , 2018), owing to the purchase importance, complexity, uncertainty and increased competition in the global market (Lynch and De Chernatony, 2004; Homburg et al , 2013; Baack et al , 2016; Yang and Hsu, 2017)[1]. Particularly, the promotion and implementation of corporate social responsibility (CSR) has gone beyond moral imperatives and been considered as an effective and sustainable propaganda strategy complementary to corporate image advertising (Du et al , 2007)[2].…”

Section: Introductionmentioning

confidence: 99%

Effect of B2B advertising on firm’s market value: CSR as a strategic complement

Guo

Hwang

Wang

2019

JBIM

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Purpose This paper aims to examine the B2B advertising effect on firm’s market value and whether/how its effectiveness can be enhanced with corporate social responsibility (CSR) strengths. Design/methodology/approach The authors propose that CSR can be a strategic complement to advertising and reinforce the latter’s positive effect on a firm’s performance in two logics: signaling mechanism and defensive mechanism. Using the Kinder, Lydenberg, and Domini database and final data obtained from Compustat, the authors applied fixed effect regression analysis to test the interaction effect of advertising expense and CSR strengths on firms’ market performance as operationalized in Tobin’s Q. Findings The result confirms that CSR moderates the B2B advertising effect on a firm’s market value. More importantly, the authors find that internal CSR activities that are closely related to a firm’s core business, compared to external CSR activities, more significantly enhance the advertising effectiveness on a firm’s market value. Practical implications This research provides guidelines for B2B firms to better prioritize resource allocation to CSR practices for achieving a better financial outcome. Originality/value The current study on the joint effect of advertising and CSR has important theoretical and managerial implications, given both tools are commonly used by most B2B firms but not necessarily integrated into one corporate marketing strategy.

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Effects of skepticism about corporate social responsibility advertising on consumer attitude

Cited by 18 publications

References 0 publications

Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR

Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR

Effects of the Type of CSR Discourse for Utilitarian and Hedonic Services

Effect of B2B advertising on firm’s market value: CSR as a strategic complement

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