Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions

María del Mar García‐ De los Salmones and Andrea Perez

Corporate Social Responsibility and Environmental Management, 2018, vol. 25, issue 2, 194-208

Abstract: Despite companies' wishes to publicise their corporate social responsibility (CSR) activities, communication remains a challenge. This research study tries to contribute to the literature, analysing the antecedents and consequences of attitude towards a CSR advertisement in the financial sector. Specifically, we designed a causal model, which included the prior ethical reputation, the range of possible attributions, and the mix of emotions provoked by the advertisement. We surveyed 225 adults in Spain who evaluated a fictitious advertisement for companies of different ethical reputations, conveying a philanthropic cause. As a result, it was observed that the advertisement generated a mix of intrinsic and extrinsic attributions and a mix of positive and negative emotions, and the prior ethical reputation of the company was a key antecedent of the effectiveness of the communication. Furthermore, a good attitude towards the advertisement has rewards, in terms of improvement of attitudes towards the brand and behavioural intentions. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

Date: 2018
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Citations: View citations in EconPapers (17)

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https://doi.org/10.1002/csr.1453

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Persistent link: https://EconPapers.repec.org/RePEc:wly:corsem:v:25:y:2018:i:2:p:194-208

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