The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.
Scepticism and corporate social responsibility communications: the influence of fit and reputation
Abstract
Consumers tend to be sceptical about companies' corporate social responsibility (CSR) communications. We tested the influence of fit and reputation on consumer scepticism when confronted with a cause-related marketing (CRM) advertisement. In a 2 (fit vs. no fit) by 3 (bad reputation, unknown reputation, good reputation) between-subjects experimental design, 160 respondents were offered different versions of an advertisement for a fictitious brand of toilet paper. The lowest levels of scepticism were found when we manipulated a good reputation and a good fit between the company and the CSR domain. Companies are increasingly involved in CSR activities, and since doing good needs to be broadcast to the world; they often use various forms of communication to inform the public. Our results show that organizations need to be careful when communicating about their CSR.
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Cites
Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Sen, S., & Bhattacharya, C. B. (2001) · Journal of Marketing Research · doi:10.1509/jmkr.38.2.225.18838 · Cited by 4,659
The Double-Edge of Organizational Legitimation
Ashforth, B. E., & Gibbs, B. W. (1990) · Organization Science · doi:10.1287/orsc.1.2.177 · Cited by 2,228
Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs
Ellen, P. S. (2006) · Journal of the Academy of Marketing Science · doi:10.1177/0092070305284976 · Cited by 1,591 · cited 6×
“This is demonstrated by research in which the attributions consumers made of the company’s motives mediated the effect of fit on the purchase intentions (Ellen et al. 2006).”
BackgroundResultInfluentialThe Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations
Yoon, Y., Gürhan‐Canli, Z., & Schwarz, N. (2006) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1604_9 · Cited by 1,429 · cited 12×
“Companies are accused of window-dressing, green-washing (linking the organization or brand with sustainability) and blue-washing (linking the organization or brand with the UN) if their motives are doubtful in the eyes of their stakeholders (Forehand and Grier 2003 ; Yoon, Gurhan-Canli, and Schwarz 2006 ).”
BackgroundMethodResultInfluentialDevelopment of a Scale to Measure Consumer Skepticism Toward Advertising
Obermiller, C., & Spangenberg, E. R. (1998) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp0702_03 · Cited by 1,037 · cited 1×
“(p. 323) Scepticism is defined as a tendency towards disbelief (Obermiller and Spangenberg 1998; Pirsch et al. 2006).”
BackgroundWhen Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism
Foreh, M. R., & Grier, S. (2003) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1303_15 · Cited by 1,003
Cited by
Linking green skepticism to green purchase behavior
Goh, S. K., & Balaji, M. S. (2016) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2016.04.122 · Cited by 474
Green Skepticism: Review and Research Agenda
Sivapalan, A., Jebarajakirthy, C., Saha, R., Mehta, P., Balaji, M. S., & Maseeh, H. I. (2024) · Marketing Intelligence & Planning · doi:10.1108/mip-04-2023-0179 · Cited by 35
Metadata
- Authors
- Elving, W. J. L.
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2013-09
- Volume
- 19
- Issue
- 4
- Pages
- 277-292
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W1974677583
- Cited by
- 283
- References
- 6
- FWCI
- 17.22
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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