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

The DOI matches its Crossref record; 104 of the 106 references it cites were found in a registry or an index.

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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Show all 106 references

Research works printed but not linked: 19

  1. 10.1177/002224297203600305 · DOI
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  14. Owen C.L., 1993, Review of Business Summer/Fall, 11
  15. Petkus E., and Woodruff R.B., 1992. A model of socially responsible decision-making process in marketing: linking decision makers and stakeholders. In: American Marketers Winter Educators Conference, Marketing Theory and Applications.
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  18. Verschoor C.C., 2008, Strategic Finance, 89, 13
  19. Wright P., 1973, Journal of Marketing Research, 10, 53, 10.1177/002224377301000108 · DOI

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Metadata

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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