2022
DOI: 10.1108/ccij-04-2022-0048
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Consumer skepticism towards Corporate-NGO partnerships: the impact of CSR motives, message frame and fit

Abstract: PurposeCorporate-NGO partnerships are gaining increasing importance as part of a company's CSR effort. This study aims to understand which communication tactics (CSR motive, CSR message frame, CSR fit) lead to more positive consumer outcomes in the context of corporate-NGO partnerships, and whether consumer skepticism and consumer trust mediate the proposed relationships.Design/methodology/approachAn online experiment was conducted (N = 298) to examine the theoretical predictions, involving a 2 (CSR motive: fi… Show more

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Cited by 6 publications
(11 citation statements)
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References 66 publications
(230 reference statements)
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“…A maior parte dos estudos anteriores sugerem, pois, que a utilização intensiva da publicidade para a comunicação da responsabilidade social não é eficiente, na medida em que aumenta o ceticismo dos stakeholders e diminui a credibilidade das mensagens sobre o tema (Kim & Ferguson, 2014;Schlegelmilch & Pollach, 2005;Schade et al, 2022;Webb & Mohr, 1998). De resto, uma pesquisa alargada elaborada por Morsing e Schultz (2006;Kim & Ferguson, 2014) revelou que dinamarqueses, noruegueses e suecos preferem, na sua maioria (mais de 50%), canais minimalistas para a comunicação da responsabilidade social, tais como relatórios anuais e websites.…”
Section: Comunicar a Responsabilidade Social: Onde E Como?unclassified
“…A maior parte dos estudos anteriores sugerem, pois, que a utilização intensiva da publicidade para a comunicação da responsabilidade social não é eficiente, na medida em que aumenta o ceticismo dos stakeholders e diminui a credibilidade das mensagens sobre o tema (Kim & Ferguson, 2014;Schlegelmilch & Pollach, 2005;Schade et al, 2022;Webb & Mohr, 1998). De resto, uma pesquisa alargada elaborada por Morsing e Schultz (2006;Kim & Ferguson, 2014) revelou que dinamarqueses, noruegueses e suecos preferem, na sua maioria (mais de 50%), canais minimalistas para a comunicação da responsabilidade social, tais como relatórios anuais e websites.…”
Section: Comunicar a Responsabilidade Social: Onde E Como?unclassified
“…They suggest that the former approach is more likely to be effective in CSR advertising. Others differentiate between "expositive" communication, which relies upon rational argument, statistics and facts and "narrative" communication which relies upon the telling of a story when communicating CSR (P erez et al, 2018, 2020Schade et al, 2022) arguing that the latter approach will be generally more effective. In this research, the effects of ads with the same underpinning storyline but which are based upon either an affect-based or an information-based appeal are compared using a similar approach to CSR ad content to that of Berens and Van Rekom (2008) but within the context of video ads.…”
Section: Theory and Hypothesesmentioning
confidence: 99%
“…However, advertising that is subject to skepticism has been consistently found to evoke feelings of irritation and disinterest in audiences (Aaker and Bruzzone, 1985). Skepticism can be an issue in CSR advertising (Schade et al, 2022), but the negative feelings towards the ad with which these are associated, might be reduced by the provision of substantive and specific information (Pomering and Johnson, 2009). Consequently, ads that adopt an information-based appeal have been found to elicit less irritation in audiences (Aaker and Bruzzone, 1985).…”
Section: Ccij 286mentioning
confidence: 99%
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