Getting CSR communication fit: A study of strategically fitting cause, consumers and company in corporate CSR communication

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Abstract

Companies experience increasing legal and societal pressure to communicate about their corporate social responsibility (CSR) engagements from a number of different publics. One very important group is that of young consumers who are predicted to be the most important and influential consumer group in the near future. From a value- theoretical base, this article empirically explores the role and applicability of ‘fit’ in strategic CSR communication targeted at young consumers. Point of departure is taken in the well-known strategic fit (a logical link between a company’s CSR commitment and its core values) and is further developed by introducing two additional fits, the CSR- Consumer fit and the CSR-Consumer-Company fit (Triple Fit). Through a sequential design, the three fits are empirically tested and their potential for meeting young consumers’ expectations for corporate CSR messaging is discussed.
OriginalsprogEngelsk
TidsskriftPublic Relations Inquiry
Vol/bind6
Udgave nummer1
Sider (fra-til)47-72
Antal sider26
ISSN2046-147X
DOI
StatusUdgivet - 17 jan. 2017
Udgivet eksterntJa

Emneord

  • Corporate Social Responsibility
  • CSR
  • CSR communication
  • Consumers
  • Consumer-oriented CSR communication
  • Corporate identity
  • Values
  • Corporate values
  • corporate communication
  • Strategic Communication
  • Corporate branding
  • Triple Fit
  • Medier, kommunikation og sprog

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