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

Mémoire (de fin d'études) , 2008 , 111 Pages , Note: 1,0

Gestion d'entreprise - marketing en ligne et marketing hors ligne

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
• 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 investigates Corporate Social Responsibility (CSR) communication and its effectiveness in reaching consumers. The study aims to understand consumer perceptions of CSR and identify how to improve communication strategies, focusing on the potential for relational CSR and the role of consumer-company identification. Primary research involved a consumer survey of German students.

• The definition and historical context of Corporate Social Responsibility (CSR).
• The relationship between CSR, corporate performance, and consumer behavior.
• Effective strategies for CSR communication and their impact on consumer-company identification.
• The role of consumer-company identification in the success of CSR initiatives.
• Gender differences in consumer perceptions and responses to CSR communication.

Zusammenfassung der Kapitel (Chapter Summaries)

1 Introduction: This introductory chapter sets the stage for the research paper by defining the topic of CSR communication and outlining the research objectives. It highlights the importance of understanding how companies can effectively communicate their CSR activities to consumers, emphasizing the need to move beyond simply informing consumers and towards building stronger, more meaningful relationships. The chapter also introduces the theoretical framework that will guide the research.

2 Theoretical Framework: This chapter provides a comprehensive review of the existing literature on CSR, its communication challenges, and its link to consumer-company identification. It explores the definition and historical background of CSR, examining its evolution and significance in the European context. The chapter delves into the relationship between CSR and corporate performance, distinguishing between transactional and relation-driven benefits. A significant portion of the chapter is dedicated to CSR communication, covering its critical success factors, peculiarities, measures, and effective strategies. Furthermore, it analyzes the connection between CSR and consumer-relationship marketing, highlighting the crucial role of consumer-company identification and exploring potential gender differences in consumer responses.

Schlüsselwörter (Keywords)

Corporate Social Responsibility (CSR), CSR communication, consumer-relationship marketing, consumer-company identification, relational CSR, gender differences, consumer perception, communication strategies, awareness, proactive communication.

Frequently Asked Questions: A Comprehensive Language Preview

What is the overall topic of this research paper?

This research paper investigates Corporate Social Responsibility (CSR) communication and its effectiveness in reaching consumers. It aims to understand consumer perceptions of CSR and identify how to improve communication strategies, focusing on relational CSR and the role of consumer-company identification.

What are the main objectives of the research?

The study aims to understand consumer perceptions of CSR and identify how to improve communication strategies. It focuses on the potential for relational CSR and the role of consumer-company identification, exploring the relationship between CSR, corporate performance, and consumer behavior, and investigating gender differences in consumer responses to CSR communication.

What is the scope of the theoretical framework?

The theoretical framework provides a comprehensive review of existing literature on CSR, its communication challenges, and its link to consumer-company identification. It covers the definition and historical background of CSR, its relationship with corporate performance (transactional and relation-driven benefits), critical success factors for CSR communication, and the connection between CSR and consumer-relationship marketing, including consumer-company identification and gender differences.

What methodology was used in the research?

The research involved a consumer survey of German students. The specific details of the survey methodology are not provided in this preview.

What are the key themes explored in the paper?

Key themes include the definition and historical context of CSR; the relationship between CSR, corporate performance, and consumer behavior; effective strategies for CSR communication; the role of consumer-company identification in CSR success; and gender differences in consumer perceptions and responses to CSR communication.

What are the key chapters and their contents?

Chapter 1 (Introduction): Introduces the topic of CSR communication, outlines research objectives, and highlights the importance of building strong consumer relationships. Chapter 2 (Theoretical Framework): Provides a comprehensive literature review on CSR, its communication, and its link to consumer-company identification, covering its definition, history, relationship with corporate performance, and effective communication strategies.

What are the key terms or keywords associated with this research?

Key terms include Corporate Social Responsibility (CSR), CSR communication, consumer-relationship marketing, consumer-company identification, relational CSR, gender differences, consumer perception, communication strategies, awareness, and proactive communication.

What is the target audience for this research?

While not explicitly stated, the target audience likely includes academics, researchers, and professionals interested in Corporate Social Responsibility, marketing, and consumer behavior.

Where can I find more detailed information about this research?

This is a preview, so the full research paper would need to be accessed to find more detailed information. The full text is not included here.

• Université: University of Applied Sciences Bremen
• Note: 1,0
• Auteur: Elena Bueble (Auteur)
• Année de publication: 2008
• Pages: 111
• N° de catalogue: V132726
• ISBN (ebook): 9783640387113
• ISBN (Livre): 9783640386970
• Langue: anglais
• mots-clé: Corporate, Social, Responsibility, Communication, Instrument, Consumer-Relationship, Marketing