PT  - JOURNAL ARTICLE
AU  - Charlotte Lecuyer
AU  - Sonia Capelli
AU  - William Sabadie
TI  - Corporate Social Responsibility Communication Effects
AID  - 10.2501/JAR-2017-051
DP  - 2017 Dec 01
TA  - Journal of Advertising Research
PG  - 436--446
VI  - 57
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/57/4/436.short
4100  - http://www.journalofadvertisingresearch.com/content/57/4/436.full
SO  - J Advert Res2017 Dec 01; 57
AB  - 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.