Linking CSR Communication Activities to Consumer Brand Evaluations: An Examination of Mediating and Moderating Factors Linking CSR Communication to Brand Evaluations

Authors

O Venger, University of Nevada, Las VegasFollow
N Pomirleanu, University of Nevada, Las VegasFollow

Document Type

Article

Publication Date

1-1-2017

Publication Title

Journal of Promotion Management

First page number:

1

Last page number:

19

Abstract

Using an online survey with an embedded experiment, the current study examines the effect of CSR message context (i.e., social vs. environmental focus) and related factors on individuals' assessments of a company's brand. Estimated multiple moderated mediation effects explore how consumers' views of the sincerity of the CSR message and the company's history of CSR activity influence both the effect of the message content and brand evaluations. The results of these analyses are then discussed in terms of their implications for future research and company practice on effective CSR communications. © 2017 Taylor & Francis

Language

english

Repository Citation

Venger, O., Pomirleanu, N. (2017). Linking CSR Communication Activities to Consumer Brand Evaluations: An Examination of Mediating and Moderating Factors Linking CSR Communication to Brand Evaluations. Journal of Promotion Management 1-19.
http://dx.doi.org/10.1080/10496491.2018.1405520