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
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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“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: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Pomering and Johnson, 2009
In the citing paper
“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: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Pomering and Johnson, 2009
In the citing paper
“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: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Pomering and Johnson, 2009
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Cited by
Sorted by citations
Su, L., & Swanson, S. R. (2019) · Tourism Management · doi:10.1016/j.tourman.2019.01.009 · Cited by 428
GREENWASHING BEHAVIOURS: CAUSES, TAXONOMY AND CONSEQUENCES BASED ON A SYSTEMATIC LITERATURE REVIEW
Yang, Z. G. O., Nguyen, T. T. H., Nguyen, H. N., Nguyen, T. T., & Cao, T. T. (2020) · Journal of Business Economics and Management · doi:10.3846/jbem.2020.13225 · Cited by 405
Greenwashing behavior and firm value – From the perspective of board characteristics
Chen, P., & Dagestani, A. A. (2023) · Corporate Social Responsibility and Environmental Management · doi:10.1002/csr.2488 · Cited by 307
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Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2021) · Journal of Business Ethics · doi:10.1007/s10551-021-04755-x · Cited by 198
Metadata
- Authors
- Pomering, A., & Johnson, L. W.
- Affiliations
- University of Wollongong (AU)
- The University of Melbourne (AU)
- Corresponding author
- Pomering, Alan
- Johnson, Lester W.
- Venue
- Australasian Marketing Journal
- Publisher
- SAGE Publications
- Published
- 2009-07
- Volume
- 17
- Issue
- 2
- Pages
- 106-114
- ISSN
- 1441-3582 (ISSN-L)
- 1839-3349
- 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
- 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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