Impact of CSR Communication on Brand Business and Social Values

Didier Louis () and Cindy Lombart ()
Additional contact information
Didier Louis: IUT de Saint-Nazaire, Université de Nantes, Laboratoire d’Economie et de Management
Cindy Lombart: Audencia Business School, In Situ Lab

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 166-172 from Springer

Abstract: 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.

Keywords: CSR; CSR communication; Sustainable consumer behavior; Well-being; Adverting effectiveness (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_22

Ordering information: This item can be ordered from
http://www.springer.com/9783031065811

DOI: 10.1007/978-3-031-06581-1_22

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().