Does corporate social responsibility improve brands’ responsible and active personality dimensions? An experimental investigation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Liudmila Tarabashkina ◽  
Olga Tarabashkina ◽  
Pascale Quester ◽  
Geoffrey N. Soutar
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Attitude Change ◽  
Brand Management ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Content Type ◽  
Csr Communication ◽  
Before And After ◽  
Corporate Social

Purpose While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the responsible and active dimensions of brand personality remains limited. This study aims to address this gap and examine how brands with different personality strength benefit from CSR communication, providing novel insights about CSR’s branding payoffs to firms. Design/methodology/approach Three experiments were conducted. Study 1 tested if CSR communication influenced responsible and active brand personality dimensions compared to non-CSR communication. Study 2 examined how varying CSR spending allocations affect personality perceptions of weak and strong brands. Studies 1 and 2 measured responsible and active brand personalities before and after exposure to experimental manipulations, assessing immediate changes in brand personality. Study 3 replicated the results of Study 2 using fictitious brands whose initial brand personalities were manipulated as either weak or strong. Findings CSR communication has the potential to influence brands’ responsible and active personalities compared to non-CSR communication. However, changes in brand personalities were contingent on CSR manipulations (smaller vs larger CSR spending) and initial brand strength. Brands that lacked strongly responsible and strong active personalities experienced an improvement in these perceptions after exposure to any CSR spending message. However, brands with strong responsible or strong active personalities experienced brand erosion after exposure to smaller CSR spending message or no improvement when the CSR message was aligned with the responsible and active conduct (e.g. mentioned larger CSR spending). Originality/value This study is the first to examine how CSR affects brand personality. By combining signalling and attitude change/congruity principle theories, it provides novel theoretical contributions to explain when CSR can improve, erode or exert no effect on the responsible and active brand personalities, providing insights for effective brand management.

Apparel firms’ corporate social responsibility communications

2015 ◽  
Vol 28 (1) ◽  
pp. 37-55 ◽  
Author(s):  
Hongjoo Woo ◽  
Byoungho Jin
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Issues ◽  
Content Type ◽  
Csr Communication ◽  
Study Approach ◽  
Csr Reporting ◽  
The Usa ◽  
Managerial Implications ◽  
Corporate Social

Purpose – Corporate social responsibility (CSR) communication is a strategy to address companies’ goodwill to the society. Based on the institutional theory suggesting the influence of environmental factors of companies’ country-of-origins on their marketing practices, the purpose of this paper is to explore and compare the CSR communication practices of apparel firms from different countries. Design/methodology/approach – As a case study approach, this study investigates six apparel firms’ CSR communication disclosures on the official websites using a content analysis method and the Global Reporting Initiative’s categorial CSR reporting guidelines. Findings – Findings revealed that the six firms’ CSR communication adoption levels and focusses varied; the USA firms largely focussed on labor issues, while the European firms focussed on environmental issues and the Asian firms centered on social issues. Research limitations/implications – Although this study has limitations that pertain to case studies in general, this study provides academic contributions to the literature and managerial implications about different CSR focusses and communication activities across countries. Originality/value – CSR is especially important for the apparel business that highly involves social issues such as labor-intensive production. However, limited research showed how apparel firms are actually communicating CSR. This study was one of the early attempts on this topic.

Corporate social responsibility extent and quality: evidence from Jordan

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Belal Fayez Omar ◽  
Hani Alkayed
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Annual Reports ◽  
Manufacturing Companies ◽  
Content Type ◽  
Future Studies ◽  
Before And After ◽  
Csr Disclosure ◽  
Corporate Social

Purpose This study aims to examine the extent and quality of corporate social responsibility (CSR) disclosure in Jordan for the time periods of 2005–2006 and 2014–2015, ultimately establishing whether there was a change in the extent and quality of disclosure practices before and after the new regulations for CSR. Furthermore, this study additionally seeks to determine if the regulations are a major factor in changing CSR disclosure practices, or whether there are other factors for such a change. Design/methodology/approach The annual reports of 55 manufacturing companies (11 sub-sectors) on the Amman Stock Exchange for the years 2005–2006 and 2014–2015 were selected, and a CSR checklist was measured via the construction an index covering 36 items in 4 themes: environmental; human resources; community; and products and others. The study measures the quantity of CSR via the number of sentences and the quality of CSR by the weighting approach (on a scale of 0–3); furthermore, the paired sample t-test and Wilcoxon signed rank tests were used to establish whether there was a change in the extent and quality of CSR disclosure practices. Findings The results of the study revealed that there being a significant increase in the extent and quality of CSR for the period 2014–2015 compared to that of 2005–2006, the most optimal performance being in 2015, bragging an average of 61,41 total sentences per annual report and an average quality score of 1.423. Moreover, detailed analysis of CSR extent and quality by theme reveals that the highest percentage of CSR extent and quality was within the environmental theme, with an average score 28.6% of total sentences in 2014 (extent) and 1.743 in 2015 of total sentences (quality). Research limitations/implications The current study has some limitations, which have implications for future studies. First, this study examined the extent and quality of CSR for only two time frames: before and after regulation. However, a longitudinal study would have provided a wider scope of study. Second, the study focussed only on the industrial sector, thus limiting the results to only this area. Indeed, the exploration of the CSR extent and quality for other sectors (e.g. financial and services) would generalise the results further, allowing for the making of comparisons compare among different sectors. Moreover, the study at hand has focussed solely on annual reports, which could lead to subjectivity, thus reducing the reliability of results. Future studies should thus focus on other means of disclosure (e.g. websites; environmental reports). Practical implications The current mandatory requirements would suggest Jordanian regulators have begun specifying CSR disclosure requirements in an easier, more user-friendly and traceable format. Indeed, the increase in CSR extent and quality for the post-regulations period would increase the need to organise mandatory requirements in CSR. For managers, on the other hand, the study provides the CSR as a strategic tool for reflecting the actual environmental activities, comparing it with the society’s expectations. Moreover, when budgets are limited, managers prioritise CSR activities that yield a positive impact on financial performance by allocating the limited resources in a broad manner. Social implications The results additionally highlights the ways in which the Jordanian industrial companies increase their levels within the environmental theme in CSR for the post-regulations. It could be argued that a great number of companies in the past decade have started adopting environmentally friendly practices and strategies to protect the natural environment, such as greenhouses, extracting non-renewable resources and reducing amount of industrial waste. Originality/value To the best of the authors’ knowledge, there is currently no existing study within Jordan exploring the change of CSR over time – specifically in terms of before and after the regulations. In addition, exploring the quality of CSR using a weighted approach (scale out of 3) is not conducted in Jordanian studies before.

scholarly journals Corporate reputation through strategic communication of corporate social responsibility

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oyindamola Abiola Ajayi ◽  
Tsietsi Mmutle
Keyword(s):  
South Africa ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Qualitative Content Analysis ◽  
Communication Strategies ◽  
Theory And Practice ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social

PurposeThe purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the communication strategies and channels organisations deemed reputable by stakeholders use to achieve an effective CSR communication.Design/methodology/approachTo achieve this, a qualitative content analysis using the directed approach was conducted on the textual CSR communication materials of ten reputable organisations in South Africa based on the 2018 South Africa Reptrak survey.FindingsResult showed that seven out of ten organisations use both self-serving and society-serving motive in their CSR communication, while the other 3 use only the society serving motive. The informing strategy was also more evident in the CSR communication materials than the interactive strategy. In terms of the communication channels, the study found that organisations mainly utilise controlled channels for CSR communication.Originality/valueThe literature reviewed and the findings of this study reveal a gap between the theory and practice of CSR communication. This drives the need for organisations to research and tailor CSR communication based on stakeholders' unique characteristics and preferences. The paper also contributes to improving the knowledge on the role different CSR communication strategies and channels play in CSR communication.

Management of corporate social responsibility in Hong Kong small and medium enterprises

2016 ◽  
Vol 7 (2) ◽  
pp. 146-162 ◽  
Author(s):  
Brenda YW Lee-Wong ◽  
Elizabeth More
Keyword(s):  
Corporate Social Responsibility ◽  
Hong Kong ◽  
Social Responsibility ◽  
Best Practice ◽  
Practice Management ◽  
Communication Model ◽  
Content Type ◽  
Csr Communication ◽  
Award Winning ◽  
Corporate Social

Purpose This paper aims to advance our knowledge in how small and medium-size enterprises (SMEs) communicate corporate social responsibility (CSR). It forms part of a larger research study that investigated how CSR-award-winning SMEs interpret, manage and communicate CSR practices, as well as drivers for and barriers to engaging in CSR. The objective is to develop an integrated CSR best practice management and communication model for SMEs so as to assist companies in managing and communicating CSR more effectively and strategically. Design/methodology/approach Data were collected through qualitative in-depth interviews with 28 CSR-award-winning SMEs in Hong Kong and from a wide range of company information, websites, award applications and other relevant public documents. The data presented in this study were collected between 2012 and 2014. Findings CSR communication in Hong Kong SMEs was largely informal, direct, non-strategic and internally-focused. Both implicit and explicit approaches were identified. Some SME exemplars demonstrated use of strategic CSR communication by proactively communicated CSR practices and achievements to both internal and external stakeholders as a strategy to enhance their competitive advantage. In addition to traditional channels, many SMEs used social media and different forms of symbols such as award logos, stories, celebrations and CSR identity, with owners playing the role of CSR icons and advocates. Research limitations/implications The research subjects were purposefully drawn from the population of CSR award winners, with the results being biased towards best practice of CSR. This was done intentionally, to meet the research objective of understanding and building best-practice cases and the CSR model. The findings supported the proposed model that CSR communication played a dominant role in CSR management, serving as a driver, facilitator and enabler between the other themes of the model, and within the organization. The implications for SMEs were focused on integrating CSR communication within the organization instead of treating it as an afterthought. Originality/value This paper contributes to the existing limited body of knowledge of CSR communication in SMEs, particularly in Hong Kong. The integrated CSR best practice management and communication model for SMEs, developed as part of this study, may help SMEs to manage and communicate CSR more effectively and strategically.

The role of corporate social responsibility (CSR) toward the development micro and small and entrepreneurs using partnership and community development program (PKBL) in Pekanbaru

2018 ◽  
Vol 60 (1) ◽  
pp. 79-86
Author(s):  
Sri Indarti
Keyword(s):  
Corporate Social Responsibility ◽  
Community Development ◽  
Social Responsibility ◽  
Development Program ◽  
Task Orientation ◽  
Content Type ◽  
Entrepreneurial Attitude ◽  
Significant Difference ◽  
Before And After ◽  
Corporate Social

Purpose This paper aims to determine the roles of corporate social responsibility (CSR) or social responsibility practiced by state-owned enterprises (SOEs) toward the development of entrepreneurial attitude and revenue of micro and small entrepreneurs in Pekanbaru. Design/methodology/approach This research used quantitative analysis with t-test (different test) to view the differences in entrepreneurial attitude and revenue before and after receiving the CSR fund through Partnership and Community Development Program (PKBL program). Findings PKBL aid by a state-owned company is highly effective and helps small and micro entrepreneurs in increasing revenue. It is seen from the significance of sales turnover and cost efficiency development. Some positive impacts of receiving PKBL fund on the development of entrepreneurial attitude towards positivity are significant and some are not. A significant change is found in the development of entrepreneurial attitude in the aspect of planning and leadership that show that micro and small entrepreneurs have a plan and a good leadership after receiving PKBL fund. There appears a significant difference before and after PKBL fund distribution. Confidence, task orientation, risk taking and honesty dimensions show no signs of significant difference before and after receiving PKBL fund, as they are related to someone’s nature, which is attached to each individual, and it requires time, processes and optimal treatment to change. Originality/value No study has investigated the roles of CSR or social responsibility practiced by SOEs towards the development of entrepreneurial attitude and revenue of micro and small entrepreneurs in Pekanbaru, Riau.

Corporate social responsibility (CSR) communication via social media sites: evidence from the German banking industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Philipp Schröder
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Banking Industry ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social ◽  
Symmetrical Communication

PurposeThis study aims to explore how banks practice corporate social responsibility (CSR) communication on two popular social media sites (SMSs), Facebook and Twitter. Furthermore, this study examines CSR communication strategies on SMSs, including the levels of communication direction and communication balance.Design/methodology/approachData were extracted from Facebook and Twitter over a five-year period (2015–2019), and content analysis was performed. The research setting was the German banking industry.FindingsThe results indicate that the number of banks using SMSs to communicate CSR-information increased over time. Although the majority of banks’ messages were not related to CSR, the most-referenced (least-referenced) CSR-theme was “society” (“human rights”). On Facebook, banks employed an interacting CSR communication strategy more often than an informing one when communicating CSR activities; on Twitter banks used a balanced mix of communication strategies. In terms of stakeholder engagement, social media users interacted with banks more frequently on Facebook than on Twitter, and banks made efforts to engage in two-way symmetrical communication.Research limitations/implicationsAlthough the sample comprised the most relevant banks in Germany, it was limited to a single national context. Thus, the results may not be generalizable.Originality/valueThis study makes a significant contribution to the limited literature on banks’ CSR communication via SMSs, provides new empirical evidence on the use of CSR communication strategies and extends prior research on the direction and balance of communication. Recommendations are provided for banking communication practitioners.

Corporate social responsibility tweeting

2018 ◽  
Vol 34 (9) ◽  
pp. 18-20
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Content Type ◽  
Csr Communication ◽  
Pertinent Information ◽  
Corporate Social ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Organizations need to embrace corporate social responsibility (CSR) communication in order to remain competitive. The best platform from which to do this is Twitter, where communal engagement and storytelling aspects can have the greatest results. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

An evaluation of corporate social responsibility communication on the websites of telecommunication companies operating in Ghana

2017 ◽  
Vol 15 (01) ◽  
pp. 17-31 ◽  
Author(s):  
Henry Boateng ◽  
Ibn Kailan Abdul-Hamid
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Impression Management ◽  
Qualitative Content Analysis ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Websites ◽  
Telecommunication Companies ◽  
Impression Management Tactics ◽  
Corporate Social

Purpose Corporate social responsibility (CSR) communication on corporate websites have become an emerging trend by firms. Similarly, corporate websites have been used to manage stakeholders’ impressions about the organization. Meanwhile, CSR by firms have been criticized for been a manipulative tactics used by firms. The purpose of this paper therefore is to ascertain how telecommunication companies operating in Ghana communicate CSR on their corporate websites. Design/methodology/approach This study used a qualitative content analysis technique. It also used Bolino et al.’s (2008) impression management framework as the conceptual framework. Data were extracted from the websites of four telecommunication companies operating in Ghana. Data were analyzed using thematic analysis techniques. Findings The results show that the companies use impression management in communicating CSR on their corporate websites. Account, assertive impression management; blaring, boasting, defensive impression management; demonstrative impression management; exemplification, favor-rendering, illustrative impression management; ingratiation, other-enhancement, other-focused impression management; self-enhancement, self-focused impression management; and self-promotion tactics are tactics prevalent in the CSR communication of the companies. Actor-to-actor link impression management and other emotional appeal also emerged as some of the impression management tactics used by the companies. Originality/value This provides insights into how organizations use impression management in their CSR communication on their corporate websites. Studies of this nature are limited. Again, studies specifically adapting Bolino et al.’s impression management to study CSR communication on corporate websites are rare.

Corporate Social Responsibility (CSR) communication patterns in an emerging market

2018 ◽  
Vol 31 (4) ◽  
pp. 795-809 ◽  
Author(s):  
Noha El-Bassiouny ◽  
Menatallah Darrag ◽  
Nada Zahran
Keyword(s):  
Corporate Social Responsibility ◽  
Content Analysis ◽  
Social Responsibility ◽  
Emerging Markets ◽  
Exploratory Study ◽  
Emerging Market ◽  
Listed Companies ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social

Purpose The purpose of this paper is to explore the concept of Corporate Social Responsibility (CSR) communication. This paper specifically aims at introspecting into CSR communication patterns in the Egyptian context, where the top ten companies in the Egyptian Stock Exchange–Environmental, Social and Governance Index (EGX-ESG) are sampled. Design/methodology/approach The paper presents an exploratory study where content analysis of the communications of the ten top-listed companies in the ESG Index in Egypt was analyzed. Findings The results showed that most companies are using the “stakeholder information” strategy, with the “stakeholder involvement” strategy being the least used. Research limitations/implications The results are limited to the use of the content analysis method which is a qualitative methodology. Hence, the results should be generalized with caution. Practical implications CSR communication is crucial to the success of companies, regardless of business size, industry or culture. Several aspects of CSR communication, to this day, remain vague for academics and practitioners alike. Therefore, additional insights about the topic should be generated. The present work aids in the understanding of CSR communication as a facet of organizational change and a new trend in emerging markets. Social implications The current exploratory study sheds light on the topic of CSR communication in an important emerging market in transition, namely Egypt. The results of the communication strategies utilized by the top-listed companies can be generalized to other similar contexts. Originality/value The majority of the studies conducted on this particular topic took place in the USA and Europe; hence, few insights are provided about the concept in emerging markets.

What is the role of social media in several overtones of CSR communication? The case of the wine industry in the Southern Italian regions

2019 ◽  
Vol 121 (4) ◽  
pp. 856-873 ◽  
Author(s):  
Antonino Galati ◽  
Georgia Sakka ◽  
Maria Crescimanno ◽  
Antonio Tulone ◽  
Mariantonietta Fiore
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Wine Industry ◽  
Three Dimensions ◽  
Content Type ◽  
Csr Communication ◽  
Italian Regions ◽  
Responsible Behaviour ◽  
Corporate Social

Purpose The purpose of this paper is to understand whether the companies most involved in communicating their responsible behaviour externally are those most active on the social media (SM) platform, with a philanthropic purpose rather than strictly aimed at economic aspects. Design/methodology/approach The authors, first, assess firms’ efforts on the SM platform using the model proposed by Chung et al. (2014), and, second, the authors analyze the content of messages in order to verify what dimensions of the corporate social responsibility (CSR) they contain. A multivariate modelling has been performed in order to verify whether the wineries that take most care to communicate their responsible behaviour are those that are more involved in the management of Social Network. The wineries’ effort in SM platform was analyzed using the model proposed by Chung et al. (2014), which consider three dimensions named intensity, richness and responsiveness. In order to verify the relationship between the SM effort and their engagement in CSR initiatives, the Probit model has been utilized taking into consideration four CSR dimension (Green CSR, Ethical CSR, Community CSR and Cultural CSR). Findings The findings show that wineries most involved in corporate social responsibility initiatives and in the active communication of these initiatives on SM platforms are those that are most active on SM and in particular those that interact most with their web users, triggering in them some reactions that lead to the sharing of content and, therefore, having a significant impact on the dissemination of information through SM. Research limitations/implications The main limitations of this study are related to the limited sample size, the time period considered. Practical implications This study provides insight and hints into wine entrepreneurs interested in improving the effectiveness of their CSR communication via SM showing the importance of the interactive dimension of SM, in order to reduce scepticism and gain greater credibility on the market. Originality/value This study uses four dimensions of the companies’ SM efforts’ built on the basis of a number of variables that are more explicative of the SM engagement.

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