See How 'Good’ We Are: the Dangers of Using Corporate Social Activities in Communication Campaigns

EXTENDED ABSTRACT - Corporate Social Responsibility (CSR) has become an increasingly popular concept. More companies than ever engage in CSR activities (e.g., socially responsible employment, see Drumwright, 1994). Recent research in marketing, however, shows that communicating about CSR activities does not necessarily result in positive effects for companies (Sen and Bhattacharya, 2001). In addition, many studies clearly report that perceived socially irresponsible corporate activities lead to negative perceptions of the company and its products (e.g., Brown and Dacin, 1997). Lastly, it seems that companies that are doing the most in the area of CSR are also the ones that are criticized the most whereas the ones that are not doing anything are the least criticized (SEE Newsletter, 2001). As a result companiesBpromoting themselves as socially responsibleBneed to know how detrimental to their business accusations of irresponsible behaviors will be.



Citation:

Valerie Swaen and Joelle Vanhamme (2004) ,"See How 'Good’ We Are: the Dangers of Using Corporate Social Activities in Communication Campaigns", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 302-303.

Authors

Valerie Swaen, Catholic University of Louvain (FNRS) and IESEG School of Management
Joelle Vanhamme, Erasmus University RotterdamBERIM, LABACC



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information

Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany

Read More

Featured

Indigenous Trust and Readiness Towards Development

Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS

Read More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.