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Communicating Corporate Social Responsibility for Brands

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Christian Boris Brunner

    (University of Reading)

  • Tobias Langner

    (University of Wuppertal)

Abstract

Corporate Social Responsibility (CSR) has developed to become one of the top priority issues in brand management and research. Brands can benefit from CSR activities and its communication in many ways such as an improvement of reputation, an increase in willingness to pay and intention to buy. However, inappropriately applied CSR communication can significantly harm the brand. To ensure a positive effectiveness of the CSR engagement, the article provides an extensive set of guidelines for brand managers.

Suggested Citation

  • Christian Boris Brunner & Tobias Langner, 2017. "Communicating Corporate Social Responsibility for Brands," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 149-169, Springer.
    • Handle: RePEc:spr:csrchp:978-3-319-44700-1_9
    DOI: 10.1007/978-3-319-44700-1_9
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    Cited by:

    1. Urša Golob & Klement Podnar, 2019. "Researching CSR and brands in the here and now: an integrative perspective," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 1-8, January.
    2. Tarek Abid & Marie‐Aude Abid‐Dupont & Jean‐Louis Moulins, 2020. "What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 925-936, March.

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