Corporate social responsibility communication thesis

Corporate social responsibility communication thesis

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Following on corporate social responsibility communication thesis link of C-C identification to transactional benefits, another typical reaction that arises from C-C identification is increased consumer loyalty. While it is widely acknowledged in academic literature that CSR can have a definition interpretive essay impact on the communjcation image and reputation of a company, the influence on the most tangible consumer-related potential, that is the impact of CSR on buying behaviour as a transactional outcome, remains equivocal Mohr et al.

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In spite of differing consumer interests, it does confine the product categories for which a proactive approach to CSR communication will be particularly beneficial, i.

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In this context, women showed significantly more support and interest in the topic corroborating the established hypothesis of respective gender differences which was established within the theoretical discussion. In this regard, potential CSR-driven corporate social responsibility communication thesis will be compiled in order to understand the mediating role of communications and how it can contribute to achieving these CSR bottom-line effects with respect to consumers.

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This shows that CSR information can usually only serve as additional information on a desirable product, but does not function as a responsibilihy purchase argument itself. All in all, continuoually research publications as well as the topicality of CSR in newspapers and magazines e.

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This intensified attribution process promotes scepticism and eventually leads to a negative perception of the CSR involvement Becker-Olsen et al. Results indicate that in spite of a general tendency of scepticism towards companies, consumers do accept and expect companies to communicate on their CSR activities.

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Notwithstanding the different particularities, the main corporate social responsibility communication thesis critical success factors for CSR can be identified in the literature and are underscored by numerous authors Polonsky and Jevons, ; Luo and Bhattacharya, ; Bhattacharya and Sen, ; Simmons and Becker-Olsen, ; Maignan et al. These early roots of corporate giving were however mainly driven by pure philanthropy and devoted based on personal interest and not related to the business context; it was not considered strategically.

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This will positively influence potential CSR benefits as transactional and relational consumer-related potentials cited in the previous. Additionally, the role of consumer-company identification is highlighted within this relation as a main mediating dimension between CSR and customer satisfaction.

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These specific CSR challenges will be considered to build the framework for the problem complex of consumer-related CSR communication.

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Some companies pursue a proactive way of communication including CSR messages in their advertising e.

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However, it remained somewhat limited to its definition until the s, when dorporate began gathering empirical corporate social responsibility communication thesis of the effects of CSR activities. This issue of complexity as well as the primarily intangible nature of its outcomes contributes to the main problem of CSR that is how to determine its impact on corporate performance and how to justify the investments for its implementation respectively.

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All in all, continuoually research publications as well as the topicality of CSR in newspapers and magazines e. In spite of this trend of intensified CSR practices, a straightforward strategy for successful implementation has not yet been established and there does not seem to be one right way.

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Some companies pursue a proactive way of communication including CSR messages in their advertising e.

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Attained findings add to the developing body of knowledge on CSR communication and consumer relations, which is still in its infancy in terms of academic research.

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However, the scope of responsibility ascribed varies in terms of a stakeholder corporate social responsibility communication thesis versus a more comprehensive societal view towards corporate responsibility Nielsen and Thomsen, While these studies provide an indication for the global return on CSR, a causal link to CSR performance still rresponsibility undetermined.

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In Europe corporate responsibility has been traditionally seen as obligatory and not as a fact of differentiation.

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What Should Companies Be Responsible for?

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Indirect links to corporate performance have been established in academic research on multiple dimensions as with respect to employee motivation and retention, risk reduction and attractiveness for investors as well as consumer-related benefits Kaufmann et al. Due to scandals communicatiion Nike as well as Enron, World Com and Parmalat in more recent history, companies have become increasingly aware that a poor CSR performance represents a major risk for corporate success and that in turn a positive CSR record corporate social responsibility communication thesis serve as a source for competitive advantage.

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The role of Corporate Social Responsibility CSR has been increasing continuously in the business context within the last corporate social responsibility communication thesis. In order to achieve this aim a comprehensive literature review cv services online conducted to conceptualise the ideas on CSR, the CSR communication wocial as well the link between CSR information and consumer-company identification.

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Nestle a narrow definition of a cause is stated on the other hand as essential in order to benefit from CSR initiatives in terms of differentiation as a competitive advantage Polonsky and Jevons, ; Cone et al.

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In spite of this trend of intensified CSR practices, a straightforward strategy for successful implementation has not yet been established and there does not seem to be one right way.

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Cause-Related Marketing Appendix A 5:

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This can be ascribed to issue complexity as well as the multiple options and facets of CSR implementation. Each new text counts as one lot!

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Consumer-related CSR Potentials illustration not visible in this excerpt With regard to direct transactional benefits of CSR, it has been indicated in the previous section that in some cases, CSR, as an integrated product feature, can function as a means of product differentiation and a direct purchasing argument.

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Some companies pursue a proactive way of communication including CSR messages in their advertising e.

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The theoretical approach to Corporate Social Responsibility is based on the question of what organisations are responsible for and what they are motivated corporate social responsibility communication thesis. As one such dimension, CSR initiatives have the potential to transform consumers into long-term advocates of the brand or the socoal and C-C identification is suggested to be once again a key underlying psychological variable Du et al.

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Further, primary research was undertaken in terms of a consumer survey among German students in order to gain an understanding of consumer perceptions as well as to identify critical aspects of CSR communication.

On the contrary, companies with mediocre or inferior products risk evoking negative effects in terms of purchasing behaviour or customer satisfaction when emphasising their CSR involvement.

Nan and Heo take a more general position by adopting a multidimensional view and define fit as the overall perceived relatedness between the company and the initiative on multiple cognitive dimensions.

In order to counteract this distrust, authors point to the need for companies to act proactively and to set standards in terms of their CSR involvement Von Oetinger and Reeves, As one such dimension, CSR initiatives have the potential to transform consumers into long-term advocates of the brand or the company and C-C identification is suggested to be once again a key underlying psychological variable Du et al.

This shall be done in the light of how CSR can be effectively used in order to strengthen the relational bonds between the consumer and the company. An effective way of raising labour German companies further predict an increase of relevance of this form of communication in the market place within the following years Hansen et al. An additional study on CSR consumer perception adds to this body of knowledge indicating more specifically the effect of CSR on consumer-company identification.

This is due to so-called ceiling effects, implicating that cited CSR potentials may be already achieved based on other positively associated image components. While it is widely acknowledged in academic literature that CSR can have a positive impact on the overall image and reputation of a company, the influence on the most tangible consumer-related potential, that is the impact of CSR on buying behaviour as a transactional outcome, remains equivocal Mohr et al. It is therefore suggested that CSR can be indirectly and in the long-term linked to purchase behaviour via the dimension of C-C identification.

However, it remained somewhat limited to its definition until the s, when scholars began gathering empirical evidence of the effects of CSR activities.

The value of positive word-of-mouth again arises from the high credibility and persuasiveness ascribed to it and represents a red-hot topic within recent marketing literature and an important marketing objective as far as to external awareness and perception of a company Bhattacharya and Sen, While the importance of C-C identification as the underlying variable to relational CSR benefits has become apparent, it is suggested that C-C identification can equally represent an important mediator to transactional outcomes in the relation CSR [illustration not visible in this excerpt] C-C Identification [illustration not visible in this excerpt] Purchase Behaviour.

Multiple components such as how, by which company and in which industry CSR is pursued influence the requirements for a successful CSR strategy Beardsley et al. In Particular company-related characteristics such as size of the company, operational radius and ownership, product quality, the overall marketing strategy and the position of CSR within the given strategy impact the external perception of a CSR involvement and its communication accordingly.

However, communication is to be seen as the implementation of CSR and can consequently not be considered isolated from the overall strategy. This selection process appears particularly critical in the light of managers being usually not trained in taking decisions in this area with high economic relevance and according to an interdisciplinary mix of economic, sociologic, political and historical criteria Cone et al. This intensified attribution process promotes scepticism and eventually leads to a negative perception of the CSR involvement Becker-Olsen et al.

As such secondary research provides the basis for primary research which is conducted by means of a consumer survey. Thus, companies with a diverse product portfolio have the potential to profit by C-C identification across its various brands. In spite of differing consumer interests, it does confine the product categories for which a proactive approach to CSR communication will be particularly beneficial, i.

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