Projects per year
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.
|Journal||Social Responsibility Journal|
|Number of pages||23|
|Publication status||Published - 2014|
- 2 Finished
Development and implementation of CSR and sustainability – Experiences from Danish companies
10/02/10 → 01/12/12
Conflicting Values in CSR Communication: Focusing on Consumer-Oriented CSR Communication
01/08/09 → 01/08/12
- 1 Lecture or presentation
Hvorfor er det så svært at kommunikere om bæredygtighed?
Line Schmeltz Dam (Introductory speaker)21 Apr 2022
Activity: Talk or presentation types › Lecture or presentation