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Csr Communication Strategy: Avoiding Consumer Skepticism Considering Product Type And Firm Size, Maisy Dauphinais, Setare Mohammadi, Lin Guo
Csr Communication Strategy: Avoiding Consumer Skepticism Considering Product Type And Firm Size, Maisy Dauphinais, Setare Mohammadi, Lin Guo
Association of Marketing Theory and Practice Proceedings 2023
According to prior study, applying a promotional tone may diminish the credibility of the CSR message. To the best of our knowledge, prior studies did not distinguish between luxury and everyday products when determining the most effective technique for highlighting their CSR initiatives and accomplishments. Furthermore, these tactics may need some adjustments for organizations of various sizes, which hasn't been researched before. Results show that three variables—company size (small/large), product type (luxury/fairly priced), and communication style (factual/promotional)—influence customer CSR skepticism. According to our findings, if a firm is big and sells luxury goods, it's ideal to use a factual tone …