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Cited by 144Corporate Social Responsibility ReportingCorporate Identity and ReputationCorporate Social Responsibility and Sustainability

Constructing a Corporate Social Responsibility Reputation Using Corporate Image Advertising

Pomering, Alan, Johnson, Lester W.·2009·Australasian Marketing Journal
DOI 10.1016/j.ausmj.2009.05.006
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Abstract

In the wake of recent major business collapses, and as a result of growing stakeholder expectations that firms make a contribution to society beyond economic benefits, such as products and profits, business is increasingly engaging in non-economic activities to meet these expectations. These non-economic programs include social and environmental initiatives, and demonstrate a firm's commitment to corporate social responsibility (CSR). Corporate image advertising is increasingly being used to create the awareness of a firm's CSR initiatives, and, in turn, preference for its products and brands. CSR-based corporate image advertising, however, is problematic. We discuss this marketing communication technique, and propose a research agenda to investigate the ability of two message variables, social topic information and social impact claim specificity, to influence the earliest stage of attitudinal development, cognitive responses. We focus, in particular, on the potentially corrosive cognitive response of scepticism, and suggest that these message variables are possibly able to inhibit the development of consumer scepticism and build a positive reputation.

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Crossref · 10.1016/j.ausmj.2009.05.006

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  • Claim specificity might ultimately be expected to contribute to a change in attitude to the advertisement and the brand by enhancing the perceived credibility of the claim, and thus the ad.

    “Whilst claim specificity might ultimately be expected to contribute to a change in attitude to the advertisement and the brand (Alniacik and Yilmaz, 2012; Davis, 1993), it is theoretically presumed to do so by enhancing the perceived credibility of the claim, and thus the ad (Lutz, MacKenzie and Belch, 1983; Pomering and Johnson, 2009; Tucker et al. , 2012).”

    From How Claim Specificity Can Improve Claim Credibility in Green Advertising (2018) · cites this paper as Pomering and Johnson, 2009

  • High levels of consumer scepticism to CSR advertising might be most effectively reduced by the provision of specific information about the issue, and the company's efforts to address it.

    “Similarly, Pomering and Johnson (2009) propose that high levels of consumer scepticism to CSR advertising (of which green advertising is an element) might be most effectively reduced by the provision of specific information about the issue, and the company's efforts to address it.”

    From How Claim Specificity Can Improve Claim Credibility in Green Advertising (2018) · cites this paper as Pomering and Johnson, 2009

  • Provision of specific (over abstract) information can effectively reduce scepticism towards social and environmental advertising claims and increase their credibility.

    “More specifically, it provides empirical support for the related propositions in the literature that a) specific claims are more credible than vague claims (Davis, 1993), and b) scepticism towards social and environmental advertising claims can be effectively reduced, and thus the credibility of such claims increased, by the provision of specific (over abstract) information (Pomering and Johnson,”

    From How Claim Specificity Can Improve Claim Credibility in Green Advertising (2018) · cites this paper as Pomering and Johnson, 2009

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Authors
Pomering, A., & Johnson, L. W.
Affiliations
  • University of Wollongong (AU)
  • The University of Melbourne (AU)
Corresponding author
  • Pomering, Alan
  • Johnson, Lester W.
ORCID
Venue
Australasian Marketing Journal
Publisher
SAGE Publications
Published
2009-07
Volume
17
Issue
2
Pages
106-114
ISSN
  • 1441-3582 (ISSN-L)
  • 1839-3349
DOI
10.1016/j.ausmj.2009.05.006
OpenAlex
W2028635373
Cited by
144
References
106
Citations by year
2026: 8 · 2025: 9 · 2024: 9 · 2023: 15 · 2022: 12 · 2021: 10 · 2020: 11 · 2019: 12 · 2018: 7 · 2017: 9 · 2016: 10 · 2015: 10 · 2014: 9 · 2013: 6 · 2012: 3
FWCI
6.73
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Australasian Marketing Journal (AMJ) (publishedVersion)
  • Research Online (University of Wollongong) (submittedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
  • Swinburne figshare (Swinburne University of Technology) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Identity and Reputation
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Corporate Social Responsibility and Sustainability
Keywords
corporate social responsibility, corporate image advertising, CSR reputation, consumer skepticism, consumer attitudes, stakeholder expectations

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