Consumer Perceptions of CSR Communication: An Experimental Investigation
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 e...
| Main Author: | |
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| Format: | Thesis |
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Curtin University
2021
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| Online Access: | http://hdl.handle.net/20.500.11937/88431 |
| _version_ | 1848765019878064128 |
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| author | Yong, Kah Hian |
| author_facet | Yong, Kah Hian |
| author_sort | Yong, Kah Hian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:28:36Z |
| format | Thesis |
| id | curtin-20.500.11937-88431 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:28:36Z |
| publishDate | 2021 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-884312022-05-09T08:08:36Z Consumer Perceptions of CSR Communication: An Experimental Investigation Yong, Kah Hian 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. 2021 Thesis http://hdl.handle.net/20.500.11937/88431 Curtin University fulltext |
| spellingShingle | Yong, Kah Hian Consumer Perceptions of CSR Communication: An Experimental Investigation |
| title | Consumer Perceptions of CSR Communication: An
Experimental Investigation |
| title_full | Consumer Perceptions of CSR Communication: An
Experimental Investigation |
| title_fullStr | Consumer Perceptions of CSR Communication: An
Experimental Investigation |
| title_full_unstemmed | Consumer Perceptions of CSR Communication: An
Experimental Investigation |
| title_short | Consumer Perceptions of CSR Communication: An
Experimental Investigation |
| title_sort | consumer perceptions of csr communication: an
experimental investigation |
| url | http://hdl.handle.net/20.500.11937/88431 |