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Corporate Social Responsibility Communication im Kontext globaler Markenstrategien: Ein systematischer Literaturüberblick zum aktuellen Stand der verhaltenswissenschaftlichen Forschung

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  • Meyer, Judith
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    Abstract

    Einhergehend mit der fortschreitenden ganzheitlichen Integration von Corporate Social Responsibility (CSR) in die Geschäftsmodelle und -strategien global agierender Unternehmen wächst die Herausforderung an das Management, ein umfassendes nachhaltiges Unternehmensleitbild zu gestalten. Geprägt von dialogischer Zusammenarbeit mit den unterschiedlichen Stakeholder-Gruppen kommt daher dem Management die Aufgabe zu, die komplexe strategische Nachhaltigkeitskommunikation in Einklang mit den unternehmenseigenen Nachhaltigkeitsbemühungen zu bringen. Vor diesem Hintergrund entwickelte sich besonders in den letzten fünf bis sechs Jahren ein eigener Forschungszweig, der die komplexen Kommunikationsprozesse gesellschaftlich aktiver Unternehmen untersucht. Mit Hilfe einer Meta-Studie unternimmt das folgende Research Paper den Versuch, die bis dato fragmentierten literarischen Veröffentlichungen zum Thema Corporate Social Responsibility Communication (CSRC) inhaltsanalytisch zu clustern und zu diskutieren. Trotz empirischer Forschungsdefizite und unklarer theoretischer Positionen können sechs Forschungsfelder identifiziert werden und somit einer systematischen Aufarbeitung der Literatur Hilfestellung leisten. Hierfür wurden 47 Publikationen aus fachrelevanten einschlägigen Journals begutachtet. Zu erwähnen bleibt, dass dieser Literature Review keinen Anspruch auf Vollständigkeit erhebt, sondern der Schwerpunkt, angepasst an die Thematik der Nachhaltigkeitskommunikation globaler Marken, auf inhaltlich verwandte wissenschaftliche Arbeiten gelegt wurde. --

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    Bibliographic Info

    Paper provided by Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing in its series Research Papers on Marketing Strategy with number 9/2014.

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    Date of creation: 2014
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    Handle: RePEc:zbw:wuerpm:92014

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    Keywords: CSRC; CSR-Kommunikation; Literaturüberblick; Corporate Social Responsibility Communication;

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    References

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    1. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    2. Martin Eisend, 2011. "Is VHB-JOURQUAL2 a Good Measure of Scientific Quality? Assessing the Validity of the Major Business Journal Ranking in German-Speaking Countries," BuR - Business Research, German Academic Association for Business Research, vol. 4(2), pages 241-274, December.
    3. Perks, Keith J. & Farache, Francisca & Shukla, Paurav & Berry, Aidan, 2013. "Communicating responsibility-practicing irresponsibility in CSR advertisements," Journal of Business Research, Elsevier, vol. 66(10), pages 1881-1888.
    4. Meyer, Judith, 2013. "Globale Marken und CSR-Kommunikation in sozialen Netzwerken. Eine institutionenökonomische Interpretation," Research Papers on Marketing Strategy 6/2013, Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing.
    5. Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
    6. Friederike Schultz & Itziar Castelló & Mette Morsing, 2013. "The Construction of Corporate Social Responsibility in Network Societies: A Communication View," Journal of Business Ethics, Springer, vol. 115(4), pages 681-692, July.
    7. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    8. Susanne Arvidsson, 2010. "Communication of Corporate Social Responsibility: A Study of the Views of Management Teams in Large Companies," Journal of Business Ethics, Springer, vol. 96(3), pages 339-354, October.
    9. Christian Fieseler & Matthes Fleck & Miriam Meckel, 2010. "Corporate Social Responsibility in the Blogosphere," Journal of Business Ethics, Springer, vol. 91(4), pages 599-614, February.
    10. Rafael Currás-Pérez & Enrique Bigné-Alcañiz & Alejandro Alvarado-Herrera, 2009. "The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company," Journal of Business Ethics, Springer, vol. 89(4), pages 547-564, November.
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