Detail CSR Communication on Firm and Brand Level   Oleh:  Sommer, Florian ; Klink, Jeanette ; Janssen, Dilani Jenis: Article from Proceeding Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-3. Fulltext: CSR Communication on Firm and.pdf (61.25KB) Isi artikel The awareness of social responsibility is on the rise. Firms have to cope with stakeholders’, and especially customers’, expectations. Thus, communicating an organizations social responsibility is getting crucial in consumer markets. Haddock (2005), Morhardt (2009) and Haddock-Fraser et al. (2010) showed that companies selling their goods directly to consumers are more likely to communicate CSR. Haddock (2005) called these companies Close-to-Customer (C2C) companies. Moreover, she showed that brand named companies are more likely to communicate CSR (Haddock-Fraser et al., 2010; Haddock, 2005). Both results indicate that consumers are an important target audience for CSR communication. Contrary to this Grosbois (2012) showed for the hospitality sector that often CSR information is hardly to be found on the single plant level, even though this is the point of contact to the consumer. Rather, most companies primarily focus their CSR communication on the company level. Furthermore, Frostenson et al. (2011) showed for the retail sector that even if the brand-owner is the subsidiary, CSR communication mainly takes place on the level of the parent company. However, the research mentioned above analyzed CSR communication on the level of the firm or the single plant. Up to now no research known to the authors has analyzed the differences in CSR communication on brand and firm level. Our research aims to fill this gap by comparing CSR communication on 39 websites both on the brand level and on the firm level. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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