Communication Strategies for Enhancing the Perceived Fit in the CSR Sponsorship Context
Engaging in corporate social responsibility (CSR) is becoming an increasingly common business practice globally and across industries. By contributing to societal welfare, firms can also enhance their corporate image among its stakeholders – in particular, its customers. For CSR to generate goodwill, consumers generally need to perceive a fit between the sponsoring firm and its CSR. Otherwise, consumers may second-guess the firm's intrinsic CSR motives, which may even evoke a negative reaction. In practice, however, many firms today engage in CSR activities that cover a wide spectrum of perceived fit. To this end, this research explores communication strategies (elaborational vs relational) that help elevate the perceived fit between the sponsoring firm and its CSR activity at high vs low levels. Specifically, we find elaborational communication strategy (which focuses on the merits of CSR activity per se and not on the association with the firm) to be more effective for the low-fit case, whereas relational communication strategy (which highlights the association between the company and CSR) was more effective for the high-fit case.
Communication Strategies, Communication Strategies, Corporate Image, Corporate Social Responsibility, Sponsorship
Business and Corporate Communications
International Journal of Advertising
Sohn, Yong Seok; HAN, Jin K.; and Lee, Sung-Hack.
Communication Strategies for Enhancing the Perceived Fit in the CSR Sponsorship Context. (2012). International Journal of Advertising. 31, (1), 133-146. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/3487