Communicating Corporate Social Responsibility for Brands

Christian Boris Brunner () and Tobias Langner ()
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Christian Boris Brunner: University of Reading
Tobias Langner: University of Wuppertal

A chapter in Handbook of Integrated CSR Communication, 2017, pp 149-169 from Springer

Abstract: 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.

Keywords: CSR communication; CSR culture; Brand positioning (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-319-44700-1_9

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DOI: 10.1007/978-3-319-44700-1_9

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