The effectiveness of advertising corporate social responsibility achievements: overcoming the role of prior brand attitude and attributions
Consumers increasingly expect firms to consider their social and environmental impacts as well as their economic impacts, that is, to address their corporate social responsibility (CSR). Consumers want to know how firms do this, and may consider this knowledge when purchasing. Firms are attempting to meet these expectations and actively seeking to communicate their pro-social initiatives via advertising. The purpose of this paper is to propose two message variables necessary for effective advertising about CSR initiatives: social topic information and social impact information. A conceptual model for effective CSR advertising is proposed. A research agenda for testing the model is outlined.
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