Introducing value-based framing as a strategy for communicating CSR

Publikation: Bidrag til tidsskriftTidsskriftsartikelForskningpeer review

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.
OriginalsprogEngelsk
TidsskriftSocial Responsibility Journal
Vol/bind10
Udgave nummer1
Sider (fra-til)184-206
Antal sider23
ISSN1747-1117
DOI
StatusUdgivet - 2014
Udgivet eksterntJa

Emneord

  • Framing
  • CSR
  • Corporate Social Responsibility
  • CSR communication
  • Consumers
  • Consumer-oriented CSR communication
  • Corporate identity
  • Values
  • Corporate values
  • Corporate communication
  • Strategic communication
  • Corporate branding
  • Triple Fit

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