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Much to tell to consumers about CSR, but who should talk or not talk about it?

Benoît-Moreau, Florence; Parguel, Béatrice (2011), Much to tell to consumers about CSR, but who should talk or not talk about it?, 40th EMAC Annual Conference 2011 : The Day After – Inspiration, Innovation, Implementation, 2011-05, Ljubljana, Slovénie

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Type
Communication / Conférence
Date
2011
Titre du colloque
40th EMAC Annual Conference 2011 : The Day After – Inspiration, Innovation, Implementation
Date du colloque
2011-05
Ville du colloque
Ljubljana
Pays du colloque
Slovénie
Pages
7 pages
Métadonnées
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Auteur(s)
Benoît-Moreau, Florence
Parguel, Béatrice cc
Résumé (EN)
This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or absence of information) and company communication (generic vs. CSR communication). Results show a systematic positive effect of CSR communication on corporate brand attitude, even when negative third-parties information is available. CSR communication appears as an efficient and un-risky strategy. Results are further developed and discussed.
Mots-clés
Greenwahsing; corporate brand attitude; Corporate social responsibility; CSR communication
JEL
L14 - Transactional Relationships; Contracts and Reputation; Networks
M14 - Corporate Culture; Diversity; Social Responsibility
D12 - Consumer Economics: Empirical Analysis
D21 - Firm Behavior: Theory
M31 - Marketing