University of Twente Student Theses
Driving Change : Impact of Brand Leadership, Message Sidedness, and Specificity on the Effects of CSR Communication in the Automotive Industry
KleinJan, Thomas (2024) Driving Change : Impact of Brand Leadership, Message Sidedness, and Specificity on the Effects of CSR Communication in the Automotive Industry.
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| Abstract: | Purpose: In an era of heightened environmental awareness, the automotive industry faces significant challenges related to corporate social responsibility (CSR). The difficult position of being both a necessary and an environmentally harmful industry requires effective communication. There is a gap in existing research regarding how specific communication variables influence perceptions in such controversial industries, making it difficult to decide on effective CSR communication strategies. Therefore, this study aimed to examine the effects of three CSR communication variables in a controversial industry. Specifically, this study investigated the influence of brand leadership, message sidedness, and specificity on consumer perceptions of CSR within the automotive sector. Methods: Using a 2 x 2 x 2 experimental design, this research examined how these three communication variables affect brand engagement and sustainable trust. The study involved manipulating CSR communication materials across these conditions and assessing their impact through an online survey administered to 270 participants. Results: The findings showed that none of the independent variables significantly influenced brand engagement or sustainable trust. This suggests that these factors alone may not be sufficient to influence consumer perceptions. However, measured background characteristics, such as the importance a participant places on sustainability and their attitude toward the brand were significant predictors of both dependent variables. Conclusion: The study concludes that in the context of the automotive industry, CSR communication strategies may benefit more from reinforcing existing positive consumer attitudes rather than focusing on message attributes such as leadership, sidedness, or specificity. This approach is likely to be more effective in aligning CSR efforts with consumer perceptions and integrating these initiatives authentically into the brand's identity. Keywords: corporate social responsibility, CSR communication, brand leadership, message sidedness, message specificity, credibility, brand attitude. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Computer Science MSc (60300) |
| Link to this item: | https://purl.utwente.nl/essays/102840 |
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