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Impact of CSR Communication on Brand Business and Social Values

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Didier Louis

    (IUT de Saint-Nazaire, Université de Nantes, Laboratoire d’Economie et de Management)

  • Cindy Lombart

    (Audencia Business School, In Situ Lab)

Abstract

Research on CSR has largely focused on the effects of companies’ CSR actions on their performance or business value creation, but obtains contrasting results due to understudied mediating effects, i.e. indirect relationships between CSR and company performance. Consequently, the present study examines the direct, but also indirect, links between a company’s perceived CSR, following a CSR communication, by introducing variables more specifically related to the social value the firm can deliver, upstream of its business value. Using a sample of 414 consumers, results of structural equation modeling show the direct and indirect ways in which a brand’s perceived CSR, following exposure to a CSR communication, can improve its market value in terms of behavioral intentions. It also underscores that the perceived CSR of a brand increases the social value of this brand by encouraging consumers to adopt sustainable behaviors in order to increase their well-being.

Suggested Citation

  • Didier Louis & Cindy Lombart, 2022. "Impact of CSR Communication on Brand Business and Social Values," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Marco Ieva (ed.), Advances in National Brand and Private Label Marketing, pages 166-172, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-06581-1_22
    DOI: 10.1007/978-3-031-06581-1_22
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