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A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses

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  • Selin Türkel
  • Ebru Uzunoğlu
  • Melike Demirbağ Kaplan
  • Beril Akıncı Vural

Abstract

Despite the widely acknowledged importance of corporate social responsibility (CSR) communications, our knowledge is limited with regard to various factors affecting consumer responses to such communication efforts. This paper aims to identify the extent to which prior brand familiarity influences consumer responses to CSR communications through a controlled experiment, exploring whether the use of different communication functions for environmental domain of CSR (i.e., publicity and advertising) generates any different effect on these responses. Findings reveal that familiar and unfamiliar brands do not differ from each other with regard to consumer attitude toward message, but elicit dissimilar responses in terms of attitude toward brand and purchase intentions. The study leads to managerial implications regarding the effective formulation and dissemination of CSR‐related messages in order to achieve stakeholder engagement. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment

Suggested Citation

  • Selin Türkel & Ebru Uzunoğlu & Melike Demirbağ Kaplan & Beril Akıncı Vural, 2016. "A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(4), pages 228-242, July.
    • Handle: RePEc:wly:corsem:v:23:y:2016:i:4:p:228-242
    DOI: 10.1002/csr.1373
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    Cited by:

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    2. Matthew Johnson & Friederike Redlbacher & Stefan Schaltegger, 2018. "Stakeholder Engagement for Corporate Sustainability: A Comparative Analysis of B2C and B2B Companies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 659-673, July.
    3. Abdul Waheed & Qingyu Zhang, 2022. "Effect of CSR and Ethical Practices on Sustainable Competitive Performance: A Case of Emerging Markets from Stakeholder Theory Perspective," Journal of Business Ethics, Springer, vol. 175(4), pages 837-855, February.
    4. Tsungjen Shih & Shaojung Sharon Wang, 2021. "Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type," Sustainability, MDPI, vol. 13(9), pages 1-16, May.
    5. Louis T. W. Cheng & Piyush Sharma & David C. Broadstock, 2023. "Interactive effects of brand reputation and ESG on green bond issues: A sustainable development perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 570-586, January.
    6. Naïade Anido Freire & Leïla Loussaïef, 2018. "When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 565-582, July.
    7. Baobao Song & Jing (Taylor) Wen, 2020. "Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 881-896, March.
    8. Rachel Esther Lim & Wei‐Na Lee, 2023. "Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 955-967, March.
    9. Abdul Waheed & Qingyu Zhang & Yasir Rashid & Sher Zaman Khan, 2020. "The impact of corporate social responsibility on buying tendencies from the perspective of stakeholder theory and practices," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1307-1315, May.
    10. Didier Louis & Cindy Lombart, 2024. "Impact of a corporate social responsibility message on consumers' sustainable behaviours and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 579-599, January.
    11. Kumar Ramesh & Raiswa Saha & Susoban Goswami & Sekar & Richa Dahiya, 2019. "Consumer's response to CSR activities: Mediating role of brand image and brand attitude," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 377-387, March.

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