publication . Article . Other literature type . 2015

Effects of message appeal and service type in CSR communication strategies

Andreu, Luisa; Casado-Díaz, Ana B.; Mattila, Anna S.;
Open Access English
  • Published: 01 Jul 2015
  • Publisher: Elsevier
  • Country: Spain
Abstract
Studies highlight the importance of corporate social responsibility (CSR) for companies' stakeholders. Consumers, however, are often unaware of such initiatives. Understanding how to effectively communicate socially responsible initiatives is an important challenge for both researchers and managers, who invest considerable resources in CSR initiatives. This study examines consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two types of message appeals (emotional and rational) across two service types (hedonic and utilitarian). Responses provide data on consumers' awareness of CSR initiatives, attitudes toward the c...
Subjects
ACM Computing Classification System: ComputingMethodologies_SYMBOLICANDALGEBRAICMANIPULATION
free text keywords: Corporate social responsibility, Hedonic and utilitarian services, Message appeal, Website communication, Comercialización e Investigación de Mercados, Economics, Social responsibility, Marketing, Social psychology, Public relations, business.industry, business, Advertising, Attribution, Appeal to emotion, Appeal
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publication . Article . Other literature type . 2015

Effects of message appeal and service type in CSR communication strategies

Andreu, Luisa; Casado-Díaz, Ana B.; Mattila, Anna S.;