Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
Gruber, Kaliauer and Schegelmilch

MANAGEMENT SLANT

  • Consumers find specific information about the impact of CSR more credible than broad references. An “amount-of-CO2-saved” attribution is preferable over a “protects-the-environment” claim.

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