CSR communication : for better or worse? New insights into consumer responses to corporate social (ir)responsibility
(2013)
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- Abstract
- (en) This doctoral dissertation, which consists of three essays, aims at providing new insights into consumer responses to corporate social responsibility (CSR) communication campaigns. To achieve this objective, two situations for which existing literature does not clearly establish whether CSR communication can have a positive effect, or instead a negative effect, on consumer responses are examined: the occurrence of a crisis involving corporate social irresponsibility and the promotion of luxury products. The first essay investigates how consumers’ perceptions of corporate crises emerge and intertwine with their perceptions of corporate social (ir)responsibility, and offers a consumer-based classification of corporate crises that highlights their connections with CSR. The second essay investigates when communicating about CSR is more likely to mitigate or instead to strengthen the negative impact of a CSR-relevant crisis that subsequently surfaces, and demonstrates that the independence of the source in which the CSR communication appears determines which effect takes place. The third essay contributes to the discussion surrounding the notion of “responsible luxury” by showing that the defining characteristics of luxury products influence consumers’ perceptions of (in)compatibility between luxury and CSR.
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Citations
Janssen, C. (2013). CSR communication : for better or worse? New insights into consumer responses to corporate social (ir)responsibility. https://hdl.handle.net/2078.5/46600