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Much to tell to consumers about CSR, but who should talk or not talk about it?

Author

Listed:
  • Béatrice Parguel

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or absence of information) and company communication (generic vs. CSR communication). Results show a systematic positive effect of CSR communication on corporate brand attitude, even when negative third-parties information is available. CSR communication appears as an efficient and un-risky strategy. Results are further developed and discussed.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau, 2011. "Much to tell to consumers about CSR, but who should talk or not talk about it?," Post-Print halshs-00636241, HAL.
    • Handle: RePEc:hal:journl:halshs-00636241
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636241
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    Keywords

    CSR communication; corporate brand attitude; greenwahsing; third-parties; experiment;
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