The Influence of Corporate Social Responsibility Campaigns on Public Opinion

The Influence of Corporate Social Responsibility Campaigns on Public Opinion

An experiment was conducted to examine the influence of corporate social responsibility campaigns on public opinion. It was anticipated that corporate social responsibility campaigns, which communicate corporate good deeds, exert considerable positive influence on public opinion. Results supported t...

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Veröffentlicht in:Corporate reputation review 2008-06, Vol.11 (2), p.145-154
Hauptverfasser: Pfau, Michael, Haigh, Michel M, Sims, Jeanetta, Wigley, Shelley
Format: Artikel
Sprache:eng
Schlagworte:
Academic Research
Business and Management
Consumer behavior
Consumers
Corporate Communication/Public Relations
Corporate image
Corporate responsibility
Economic indicators
Ethics
Influence
Management
Marketing
Public opinion
Purchase intention
Social responsibility
Society
Statistical analysis
Studies
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Beschreibung
Zusammenfassung:An experiment was conducted to examine the influence of corporate social responsibility campaigns on public opinion. It was anticipated that corporate social responsibility campaigns, which communicate corporate good deeds, exert considerable positive influence on public opinion. Results supported this expectation. Corporate social responsibility campaigns enhanced people's perceptions of sponsors' image, reputation and credibility.
ISSN:1363-3589
1479-1889
DOI:10.1057/crr.2008.14