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

dc.contributor.authorBenoît-Moreau, Florence
dc.contributor.authorParguel, Béatrice
HAL ID: 11155
ORCID: 0000-0002-2329-6137
dc.date.accessioned2011-11-07T16:29:27Z
dc.date.available2011-11-07T16:29:27Z
dc.date.issued2011
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/7409
dc.language.isoenen
dc.subjectGreenwahsingen
dc.subjectcorporate brand attitudeen
dc.subjectCorporate social responsibilityen
dc.subjectCSR communicationen
dc.subject.ddc658.4en
dc.subject.classificationjelL14en
dc.subject.classificationjelM14en
dc.subject.classificationjelD12en
dc.subject.classificationjelD21en
dc.subject.classificationjelM31en
dc.titleMuch to tell to consumers about CSR, but who should talk or not talk about it?en
dc.typeCommunication / Conférence
dc.contributor.editoruniversityotherUniversité Paris XII Val de Marne;France
dc.description.abstractenThis 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.en
dc.identifier.citationpages7 pagesen
dc.description.sponsorshipprivateouien
dc.subject.ddclabelDirection d'entrepriseen
dc.relation.conftitle40th EMAC Annual Conference 2011 : The Day After – Inspiration, Innovation, Implementationen
dc.relation.confdate2011-05
dc.relation.confcityLjubljanaen
dc.relation.confcountrySlovénieen


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