The influence of interactive, non-interactive, implicit and explicit CSR communication on young adults’ perception of UK supermarkets’ corporate brand image and reputation

Abstract

Purpose -Corporations communicate CSR policies through a variety of methods, and the goal of the study is to explore young adult consumers' communication preferences and the implications for managers to effectively communicate CSR to boost their corporate brand image and reputation.Design/methodology/approach -Set within the context of the UK supermarket industry, the study adopts a qualitative research approach and a purposeful sampling method, collecting data from thirty young adult consumers in the South East of the UK. The data collection method used was online bulletin board focus groups, face-to-face focus groups, face-to-face interviews, and an online questionnaire. Research propositions are developed, evaluated and synthesized into a conceptual framework. Originality/value -The research provides new empirical insights into theory and knowledge of interactive CSR communication and how supermarkets can communicate CSR in a manner, which is appealing and engaging for young adult consumers, therefore more likely to strengthen their perception of a supermarket corporate brand image and reputation.

Biases in consumers' assessment of environmental damage in food chains and how investments in reputation can help

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