Introducing value-based framing as a strategy for communicating CSR

Line Schmeltz

Social Responsibility Journal, 2014, vol. 10, issue 1, 184-206

Abstract: Purpose - – The purpose of this paper is to test how framing of CSR messages, based on a value-theoretical framework, impacts consumer perception of the CSR message. Design/methodology/approach - – Quantitative study in the form of an online survey strongly inspired by classical experimental design. Findings - – Findings demonstrate that explicit communication of CSR framed as a corporate competence, and to some extent also as something personally relevant to the receivers, positively impacts evaluations of CSR messages and the companies behind them. Research limitations/implications - – Findings indicate that CSR messages could increasingly emphasize corporate competence with a lesser focus on moral ideas and commitments, and that framing strategies can be effective in creating CSR messages that will be positively evaluated by young consumers. Originality/value - – This study contributes by providing new insights into how value-based framing of CSR messages can increase credibility and relevance and thus help facilitate the complicated task of communicating CSR by way of suggesting a new CSR communication strategy framework.

Keywords: Young consumers; Values; CSR communication; Framing; CSR communication strategies (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:v:10:y:2014:i:1:p:184-206

DOI: 10.1108/SRJ-06-2012-0065

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