Advertising corporate social responsibility initiatives to communicate corporate image: Inhibiting scepticism to enhance persuasion

摘要

Purpose - The purpose of this paper is to develop a set of research propositions concerned with howrnthe alignment between socially responsible corporate image and corporate identity might be enhancedrnthrough the reduction of scepticism by considering diagnostic dimensions of the corporate socialrnresponsibility (CSR) image advertising claim.rnDesign/methodology/approach - The paper reviews corporate image advertising, the toolrninvestigated for informing about the firm's CSR record, discusses the scepticism construct andrntheoretical explanations of why this communication approach might induce scepticism, considersrnextant empirical findings that lend support to these theories, and describes several elements of CSRrnadvertising claims considered to be diagnostic and capable of inhibiting scepticism responses to CSRrnimage advertisements among consumers. Research propositions are advanced and discussed.rnFindings - The paper provides conceptual insights into reducing consumer scepticism towardrnCSR-based corporate identity communicated via corporate image advertising.rnResearch limitations/implications - The paper advances four research propositions, andrnproposes a method for testing these propositions.rnPractical implications - The paper acknowledges the increase in CSR-based corporate imagernadvertising, discusses why such communication approaches may be prone to consumer scepticism,rnand considers message elements to inhibit this persuasion-eroding cognitive response.rnOriginality/value - This paper suggests a study to understand how corporate identity based on CSRrnachievements can be more persuasively communicated via CSR-based corporate image advertising.