Corporate Social Responsibility Csr Communication As An Instrument To Consumer Relationship Marketing
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Corporate Social Responsibility Csr Communication As An Instrument To Consumer Relationship Marketing
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Author : Elena Bueble
language : en
Publisher: GRIN Verlag
Release Date : 2009-07
Corporate Social Responsibility Csr Communication As An Instrument To Consumer Relationship Marketing written by Elena Bueble and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-07 with categories.
Diploma Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Bremen, language: English, abstract: Corporate Social Responsibility (CSR) is defined as "achieving commercial success in ways that honour ethical values and respect people, communities, and the natural environment" and is the topic of interest for this research paper. The aim of study was to investigate CSR communication and how it is perceived with a view to identifying how CSR can be communicated more effectively to consumers. The focus in this context was on relational CSR potentials and the effect of consumer-company identification as a main driving force behind relational CSR effects. In order to achieve this aim a comprehensive literature review was conducted to conceptualise the ideas on CSR, the CSR communication challenge as well the link between CSR information and consumer-company identification. Further, primary research was undertaken in terms of a consumer survey among German students in order to gain an understanding of consumer perceptions as well as to identify critical aspects of CSR communication. Results indicate that in spite of a general tendency of scepticism towards companies, consumers do accept and expect companies to communicate on their CSR activities. It also became apparent that interest in and support of the subject clearly exceed the awareness level, which suggests an unmet receptiveness regarding CSR information. In this context, women showed significantly more support and interest in the topic corroborating the established hypothesis of respective gender differences which was established within the theoretical discussion. As a conclusion of this study female consumers have to be considered as particularly receptive towards CSR information and as a particular valuable target for CSR communication. The high level of support in general and especially am
Corporate Social Responsibility
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Author : Kolja Paetzold
language : en
Publisher: Diplomica Verlag
Release Date : 2010
Corporate Social Responsibility written by Kolja Paetzold and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
This book presents the main framework of Corporate Social Responsibility (CSR) in connection with International Marketing. It includes the CSR background, such as its history and examples of how organizations implemented/can implement the philosophy of CSR into their core business. It is also illustrated how companies and organizations can control and measure their social actions. Furthermore, the advantages and disadvantages of the CSR implementation within an organization were compared. This allows the reader to understand which actions are beneficial for the organization and those that are not. The potential of CSR is illustrated by several aspects, followed by a comparison of the results. Greenwashing is of great interest for the everyday person who buys products with the thought of doing something good, for example, in connection with the environment, human rights, etc. One chapter solely concentrates on this subject, demonstrating how people can avoid paying more for a product with false claims, thus abusing their good will to care about social aspects. Greenwashing is part of this book, because it can also be seen as a marketing strategy, misleading conscious consumers, bluntly called fraud. This book demonstrates how CSR can be seen as a marketing tool on an international level, through which organizations can increase not only their assets, but also their reputation making it more attractive for potential new partners and employees.
Corporate Social Responsibility Overload Intention Abuse Misinterpretation Of Csr From The Companies And The Consumers Point Of View
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Author : Thomas Demmerling
language : en
Publisher: diplom.de
Release Date : 2014-09-01
Corporate Social Responsibility Overload Intention Abuse Misinterpretation Of Csr From The Companies And The Consumers Point Of View written by Thomas Demmerling and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-01 with Business & Economics categories.
More recent incidents and scandals such as Sweatshops by different sports equipment and electronic devices producers and finally the financial crisis which made the headlines among many others, which did not make it to the front page, have forced companies to consider CSR way more than in the past. But also other issues such as climate change and global warming, human rights situation and terrorism affect how companies conduct their strategies and operational practices today. Almost every large corporation in the western world makes some effort to communicate how it is committed to social issues that lie beyond its basic profit objectives – even in controversial industries such as the tobacco and petroleum industry. The industries claim to produce healthier food more fuel-efficient vehicles, conserve energy and other resources in their operations to make the world a better place. CSR often begins to be wishful thinking to hide the true face of a business. Doubtless what has come to be called responsibility of companies for ecological and social issues besides economic issues is now a sales and branding instrument for many companies. Hence, numerous other companies, also small and medium sized companies are currently asking themselves the questions: Shall we also invest in CSR initiatives? Why should we do that – just to do something? Is this still an instrument to gain a competitive advantage? Especially the last question implies the question, if consumers still believe in the basic idea of CSR initiatives, or with the overload of CSR initiatives, if they even show reactance and mistrust against such issues.
Communicating Corporate Social Responsibility In The Digital Era
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Author : Adam Lindgreen
language : en
Publisher: Routledge
Release Date : 2017-12-12
Communicating Corporate Social Responsibility In The Digital Era written by Adam Lindgreen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-12 with Business & Economics categories.
Although literature on corporate social responsibility is vast, research into the use and effectiveness of various communications through digital platforms about such corporate responsibility is scarce. This gap is surprising; communicating about corporate social responsibility initiatives is vital to organizations that increasingly highlight their corporate social responsibility initiatives to position their corporate brands for both consumers and other stakeholders. Yet these organizations still sometimes rely on traditional methods to communicate, or even decide against communicating at all, because they fear triggering stakeholders’ skepticism or cynicism. A systematic, interdisciplinary examination of corporate social responsibility communication through digital platforms therefore is necessary, to establish an essential definition and up-to-date picture of the field. This research anthology addresses the above objectives. Drawing on marketing, management, and communication disciplines, among others, this anthology examines how organizations construct, implement, and use digital platforms to communicate about their corporate social responsibility and thereby achieve their organizational goals. The 21 chapters in this anthology reflect six main topic sections: Challenges and opportunities for communicating corporate social responsibility through digital platforms. Moving toward symmetry and interactivity in digital corporate social responsibility communication. Fostering stakeholder engagement in and through digital corporate social responsibility communication. Leveraging effective digital corporate social responsibility communication. Digital activism and corporate social responsibility. Digital methodologies and corporate social responsibility.
The Handbook Of Communication And Corporate Social Responsibility
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Author : Øyvind Ihlen
language : en
Publisher: John Wiley & Sons
Release Date : 2011-08-24
The Handbook Of Communication And Corporate Social Responsibility written by Øyvind Ihlen and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08-24 with Social Science categories.
This book represents the definitive research collection for corporate social responsibility communication, offering cross-disciplinary and international perspectives from the top scholars in the field. Addresses a gap in the existing CSR literature Demonstrates the relevance of effective CSR communication for the management of organizations The 28 contributions come from top scholars in public relations, organizational communication, reputation management, marketing and management
Brand Admiration
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Author : C. Whan Park
language : en
Publisher: John Wiley & Sons
Release Date : 2016-09-16
Brand Admiration written by C. Whan Park and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-16 with Business & Economics categories.
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Communicating Corporate Social Responsibility
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Author :
language : en
Publisher: Emerald Group Publishing
Release Date : 2014-02-07
Communicating Corporate Social Responsibility written by and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-07 with Business & Economics categories.
This book offers a groundbreaking collection of themed chapters in the emerging field of Corporate Social Responsibility (CSR) Communication. Via an international approach, these chapters explore the theory, practice, and issues involved in communicating CSR and make for fascinating reading.
Employee Engagement In Corporate Social Responsibility
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Author : Debbie Haski-Leventhal
language : en
Publisher: SAGE
Release Date : 2020-09-14
Employee Engagement In Corporate Social Responsibility written by Debbie Haski-Leventhal and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-14 with Business & Economics categories.
This book offers a remarkable collection of chapters, written by the leading scholars in CSR and employee engagement. Using the existing literature, new empirical studies, case studies and thought-provoking insights, this collection of authors discuss why and how to engage employees in CSR and through CSR. Employee engagement in Corporate Social Responsibility focuses on engaging employees in socially responsible initiatives with three major parts of the book: the antecedents that lead to employee engagement in CSR; the processes and opportunities to involve employees; and the impact of the above on employees, the company, non-profit organisations and society. This book contributes to both research and managerial practice by presenting cutting edge knowledge from leading CSR scholars and practitioners.
Marketing Communications In Emerging Economies Volume Ii
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Author : Thomas Anning-Dorson
language : en
Publisher: Springer Nature
Release Date : 2022-01-01
Marketing Communications In Emerging Economies Volume Ii written by Thomas Anning-Dorson and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-01 with Business & Economics categories.
Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.
Corporate Social Responsibility Is Not Public Relations
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Author : Sangeeta Waldron
language : en
Publisher: Lid Publishing
Release Date : 2021-02-18
Corporate Social Responsibility Is Not Public Relations written by Sangeeta Waldron and has been published by Lid Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-18 with categories.
Research shows that CSR improves long-term business performance and that consumers prefer to patronise organizations with strong histories of social responsibility. Customers and employees are speaking with their values as well as their wallets! But consumers especially are sensitive to empty promises and want brands to be committed to the planet, sustainability and other social issues. This book argues that trust is at stake for every organization and is the reason why communications strategies must respond authentically. If you can't be authentic about social initiatives, then don't do it because CSR is not a publicity tool! Yet some see the relationship as nothing but a marketing trick - an organization's blatant self-promotion. This book will define the real role of PR in CSR and what that relationship should be.