Corporate Social Responsibility. CSR Communication as an Instrument to Consumer-Relationship Marketing

Corporate Social Responsibility (CSR) is defined as “achieving commercial success in ways that honour ethical values and respect people, communities, and the natural environment” and is the topic of interest for this research paper. The aim of study was to investigate CSR communication and how it is perceived with a view to identifying how CSR can be communicated more effectively to consumers. The focus in this context was on relational CSR potentials and the effect of consumer-company identification as a main driving force behind relational CSR effects.
In order to achieve this aim a comprehensive literature review was conducted to conceptualise the ideas on CSR, the CSR communication challenge as well the link between CSR information and consumer-company identification. Further, primary research was undertaken in terms of a consumer survey among German students in order to gain an understanding of consumer perceptions as well as to identify critical aspects of CSR communication.
Results indicate that in spite of a general tendency of scepticism towards companies, consumers do accept and expect companies to communicate on their CSR activities. It also became apparent that interest in and support of the subject clearly exceed the awareness level, which suggests an unmet receptiveness regarding CSR information. In this context, women showed significantly more support and interest in the topic corroborating the established hypothesis of respective gender differences which was established within the theoretical discussion. As a conclusion of this study female consumers have to be considered as particularly receptive towards CSR information and as a particular valuable target for CSR communication. The high level of support in general and especially among women can be considered as a given basis to consumercompany identification. It implies the potential for perceived congruence between consumers’ self concept and company CSR values and also highlights the relationbuilding dimension of CSR and its opportunities for consumer-relationship marketing.
This research suggests that CSR should be communicated more proactively as the majority of respondents stated that they ‘would like to know more about it’ and affirmed the acceptability of advertising on CSR as a proactive means of communication.

Inhaltsverzeichnis (Table of Contents)

• ABSTRACT
• CONTENTS
• LIST OF FIGURES AND TABLES
• LIST OF ABBREVIATIONS
• 1 INTRODUCTION
  • 1.1 INTRODUCTION TO THE TOPIC
  • 1.2 RESEARCH OBJECTIVES
• 2 THEORETICAL FRAMEWORK
  • 2.1 BACKGROUND OF CORPORATE SOCIAL RESPONSIBILITY
    • 2.1.1 Defining Corporate Social Responsibility
    • 2.1.2 Historical Background to CSR
    • 2.1.3 CSR in Europe
    • 2.1.4 The Role of CSR Today
  • 2.2 CSR AND CORPORATE PERFORMANCE
    • 2.2.1 Linking CSR and Corporate Performance
      • 2.2.1.1 Transactional Benefits
      • 2.2.1.2 Relation-driven Benefits
      • 2.2.1.3 Moderating Variables and Limitations to Consumer-related Potentials
    • 2.2.2 CSR Communication as the Mediating Link
  • 2.3 CSR COMMUNICATION
    • 2.3.1 Critical Success Factors as Prerequisites to CSR Communication
    • 2.3.2 Peculiarities of CSR Communication
    • 2.3.3 Measures of CSR Communication
    • 2.3.4 How to Communicate Using CSR
  • 2.4 LINKING CSR AND CONSUMER-RELATIONSHIP-MARKETING
    • 2.4.1 Consumer-Relationship Marketing and C-C Identification
    • 2.4.2 Consumer-Company Identification
    • 2.4.3 CSR and C-C Identification
    • 2.4.4 Implications for CSR Communication
    • 2.4.5 CSR, C-C Identification and Gender Differences

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research paper focuses on Corporate Social Responsibility (CSR) communication and its potential to enhance consumer-relationship marketing. The study aims to explore how CSR communication is perceived by consumers, and identify ways to make it more effective. The primary focus is on the relationship between CSR and consumer-company identification, recognizing its role in driving relational CSR effects.

• The definition and historical background of Corporate Social Responsibility (CSR)
• The connection between CSR and corporate performance, including both transactional and relation-driven benefits
• The importance of effective CSR communication and its key success factors, including the identification of gender as an influencing variable
• The relationship between CSR, consumer-company identification, and consumer-relationship marketing
• The potential of CSR communication as a means of building consumer awareness and fostering positive relationships with companies

Zusammenfassung der Kapitel (Chapter Summaries)

This research paper investigates the link between Corporate Social Responsibility (CSR) communication and consumer-relationship marketing.

• Chapter 1: Introduction

  This chapter introduces the topic of CSR communication and outlines the research objectives of the study. It highlights the importance of effective communication for maximizing the benefits of CSR activities and achieving sustainable business success.

• Chapter 2: Theoretical Framework

  This chapter provides a comprehensive overview of the theoretical foundations for CSR communication, exploring the definition, historical background, and current role of CSR. It examines the relationship between CSR and corporate performance, emphasizing both transactional and relation-driven benefits. The chapter also delves into the critical success factors of CSR communication, including the peculiarities of this specific communication approach, the role of gender differences, and the implications for consumer-relationship marketing.

Schlüsselwörter (Keywords)

The key terms and concepts explored in this research paper include Corporate Social Responsibility (CSR), CSR communication, consumer-relationship marketing, consumer-company identification, gender differences, and sustainable business practices. The paper focuses on the potential of CSR communication as a valuable instrument to build consumer awareness, foster positive relationships, and ultimately enhance corporate performance.

Details

• College: University of Applied Sciences Bremen
• Grade: 1,0
• Author: Elena Bueble (Author)
• Publication Year: 2008
• Pages: 111
• Catalog Number: V132726
• ISBN (eBook): 9783640387113
• ISBN (Book): 9783640386970
• Language: English
• Tags: Corporate Social Responsibility Communication Instrument Consumer-Relationship Marketing