![]() ![]() These findings highlight the importance of companies communicating effectively about CSR activities toward their stakeholders, including consumers. Lee and Shin, 2010 Wigley, 2008) and influence the stakeholder evaluations of an organization, which, in turn, improve the organization’s image and reputation in the long term ( Du et al., 2010). Effective CSR communication can also increase purchase intention among consumers (e.g. ![]() Chernev and Blair, 2015), achieve competitive success ( Porter and Kramer, 2006), and has become an important expectation for stakeholders ( Podnar and Golob, 2007). The relevance of communicating CSR is especially critical given that it can help build a more positive reputation and product perceptions (e.g. Consumers and stakeholders have increasingly higher expectations of brands and companies, which must address ethical issues if they want to achieve a competitive advantage ( Du et al., 2010). The importance of corporate social responsibility (CSR) communication continues to grow within corporate communication research and practice ( Pollach et al., 2012). The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2018, Theo Araujo and Jana Kollat License ![]()
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