Introducing value-based framing as a strategy for communicating CSR

Research output: Contribution to journalJournal articleResearchpeer-review


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.
Original languageEnglish
JournalSocial Responsibility Journal
Issue number1
Pages (from-to)184-206
Number of pages23
Publication statusPublished - 2014
Externally publishedYes

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