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
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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.
CSR, brand communications, moderated mediation
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, 24(5),