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    Consumer Perceptions of CSR Communication: An Experimental Investigation

    Yong KH 2021.pdf (3.554Mb)
    Access Status
    Open access
    Authors
    Yong, Kah Hian
    Date
    2021
    Supervisor
    Nigel de Bussy
    Katharina Wolf
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/88431
    Collection
    • Curtin Theses
    Abstract

    Corporate social responsibility (CSR) communication has always faced challenges posed by consumer scepticism and the attribution of CSR motives. This experimental study focuses on empirically testing informational, narrative, ambiguous and invitational CSR message approaches. The results show that except for the ambiguous approach, the various approaches are equally effective in leading to positive CSR beliefs and attitudes towards the company. CSR communication is found to play a crucial role in leading to positive consumer perceptions.

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