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Integrated CSR Advertising: With a Special Focus on the Intercultural Perspective

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Andrea Ettinger

    (Alpen-Adria Universität)

  • Ralf Terlutter

    (Alpen-Adria Universität)

  • Sandra Diehl

    (Klagenfurt University)

  • Barbara Mueller

    (San Diego State University)

Abstract

Corporate Social Responsibility (CSR) is becoming ever more important in today’s business world. For consumers, the knowledge that a company engages in CSR is increasingly a crucial factor in their decision-making. However, for consumers to know about CSR activities, it requires that companies communicate about their engagement to their stakeholders. Advertising is but one means of communicating CSR efforts. In the academic literature, CSR advertising has received disproportionally little attention, in comparison to the bulk of CSR literature. This chapter provides a review of the current literature dealing with the topic of CSR advertising, with a special focus on intercultural CSR advertising. Qualitative and quantitative studies have been conducted in this area, with the majority of quantitative studies involving experiments. Directions for further research are provided, as significant research gaps in the area of CSR advertising, and in particular in the area of integrated and intercultural CSR advertising, exist.

Suggested Citation

  • Andrea Ettinger & Ralf Terlutter & Sandra Diehl & Barbara Mueller, 2017. "Integrated CSR Advertising: With a Special Focus on the Intercultural Perspective," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 251-272, Springer.
    • Handle: RePEc:spr:csrchp:978-3-319-44700-1_15
    DOI: 10.1007/978-3-319-44700-1_15
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