Maximizing business returns to Corporate Social Responsibility (CSR) communication: Du’s et al. (2010) model put to the test

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	Maximizing business returns to Corporate Social Responsibility (CSR) communication: Du’s et al. (2010) model put to the test
	Perez, A. ; Salmones, M.; Liu, T. C.; López-Gutiérrez, C.
	2019-04-01
Source Publication	Proceedings of 2019 Corporate and Marketing Communications Conference
Abstract	Based on the conceptual model of corporate social responsibility (CSR) communication proposed by Du et al. (2010), we developed an empirical research study to test how several aspects of CSR message content (i.e. issue importance, impact, motives, fit, commitment) are associated with external support responses (i.e. purchase, advocacy). We also tested the moderating role of stakeholder- and company-specific factors (i.e., issue support and industry, respectively) in the proposed model. Data were collected from 302 participants who evaluated the same CSR information displayed in the websites of a fictitious bank and a fictitious restaurant chain. The findings suggest that better perceptions on how the CSR message reinforces issue importance, corporate CSR impact and altruistic motives lead to higher purchase and advocacy intentions. CSR fit is related only to advocacy, while CSR commitment does not have any significant impact on participants’ responses. Some interdependence relationships exist among issue importance, motives, fit and commitment. The moderating role of issue support and industry is confirmed.
Keyword	communication corporate social responsibility message content external outcomes contingency factors
Language	英語English
The Source to Article	PB_Publication
PUB ID	45142
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Perez, A.
Recommended Citation GB/T 7714	Perez, A. ,Salmones, M.,Liu, T. C.,et al. Maximizing business returns to Corporate Social Responsibility (CSR) communication: Du’s et al. (2010) model put to the test[C], 2019.
APA	Perez, A. ., Salmones, M.., Liu, T. C.., & López-Gutiérrez, C. (2019). Maximizing business returns to Corporate Social Responsibility (CSR) communication: Du’s et al. (2010) model put to the test. Proceedings of 2019 Corporate and Marketing Communications Conference.

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