Getting CSR communication fit: A study of strategically fitting cause, consumers and company in corporate CSR communication

Publication: Research - peer-reviewJournal article

DOI

Companies experience increasing legal and societal pressure to communicate about their corporate social responsibility (CSR) engagements from a number of different publics. One very important group is that of young consumers who are predicted to be the most important and influential consumer group in the near future. From a value- theoretical base, this article empirically explores the role and applicability of ‘fit’ in strategic CSR communication targeted at young consumers. Point of departure is taken in the well-known strategic fit (a logical link between a company’s CSR commitment and its core values) and is further developed by introducing two additional fits, the CSR- Consumer fit and the CSR-Consumer-Company fit (Triple Fit). Through a sequential design, the three fits are empirically tested and their potential for meeting young consumers’ expectations for corporate CSR messaging is discussed.
Original languageEnglish
JournalPublic Relations Inquiry
Volume6
Issue number1
Pages (from-to)47-72
Number of pages26
ISSN2046-147X
DOIs
StatePublished - 17 Jan 2017

    Keywords

  • CSR communication, Consumer attitude, CSR strategy

See relations at Aarhus University Citationformats

ID: 108858361