RT Journal Article
SR Electronic
T1 Corporate Social Responsibility Communication Effects
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 436
OP 446
DO 10.2501/JAR-2017-051
VO 57
IS 4
A1 Charlotte Lecuyer
A1 Sonia Capelli
A1 William Sabadie
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/4/436.abstract
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.