University of Twente Student Theses
Communicating about corporate social responsibility: The effect of transparency, CSR fit, and centrality of CSR on consumer outcomes
Probst, Sebastian (2022) Communicating about corporate social responsibility: The effect of transparency, CSR fit, and centrality of CSR on consumer outcomes.
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| Abstract: | The purpose of this paper is to provide insights into the relation between effective CSR communication factors (transparency, CSR fit, and centrality of CSR) and the perceived outcomes purchase interest, brand liking, corporate reputation, and CSR perception of consumers. To test the hypotheses a randomized 2x2x2 experimental online study with the three CSR communication factors as independent variables was conducted. A fictitious company was created and two manipulations were used and after each manipulation participants answered questions about the dependent consumer outcomes. The results of the study demonstrated that CSR communication has a positive effect on consumers’ brand perception, especially on brand liking and corporate reputation. The significant difference between the two measurements of the dependent consumer outcomes indicated that the communication of information about CSR activities (second manipulation) matters for consumers’ perception towards the brand. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/90603 |
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