ABSTRACT
For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable. The authors investigated the effect of corporate social responsibility (CSR) communication on purchasing intentions, according to the focal company's governance. Mentioning its member-owned business status in a CSR message increased the efficacy of that communication, because of positive general attitudes toward these organizations, and it reinforced the impact of the CSR communication on purchase intentions. For investor-owned businesses, both CSR and quality-based messages induced similar purchase intentions.
- Received (in revised form) January 9, 2017.
- Accepted January 12, 2017.
- Copyright© 2017 ARF. All rights reserved.
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Vol 57 Issue 4
