Abstract
ABSTRACT Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands. Many consumers, however, claim they are uninformed about CSR. The goal of the current study was to find out what types of CSR-related media and content are more effectively communicated than others. The authors surveyed Austrian consumers for their preferences and compared the CSR communication methods used by international brands. They found that external sources—for instance, notices of prizes and awards for CSR initiatives—generated higher credibility than social media and certain corporate internal-communication methods.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
