The Use of Corporate Social Responsibility Arguments in Communication Campaigns: Does Source Credibility Matter?

EXTENDED ABSTRACT - More companies than ever engage in Corporate Social Responsibility (CSR) activities. Recent research in marketing, however, shows that communicating about CSR activities does not necessarily result in positive business effects for companies (Sen and Bhattacharya 2001). Furthermore, it seems that companies that are doing the most in the area of CSR are also the ones that are criticized the most (S.E.E. Newsletter 2001). In this context, some companies are afraid of communicating about their CSR activities. Moreover, consumers tend to be increasingly skeptical about sources of information controlled by companies (Elliot et al. 1993). These issues raise the question of the influence of the type of source used to communicate about CSR (i.e., influence of its perceived credibility) and of the long-term profitability of CSR communication.



Citation:

Valerie Swaen and Joelle Vanhamme (2005) ,"The Use of Corporate Social Responsibility Arguments in Communication Campaigns: Does Source Credibility Matter?", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 590-591.

Authors

Valerie Swaen, Catholic University of Louvain and IESEG School of Management
Joelle Vanhamme, Erasmus University Rotterdam-ERIM



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume

Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand

Read More

Featured

Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires

Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada

Read More

Featured

Trust, but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge

Martin A. Pyle, Ryerson University
Andrew Smith, Suffolk University
Yanina Chevtchouk, University of Glasgow

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.